The Final Kouremenos Presentation

8/6/2019 The Final Kouremenos Presentation

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�210 beer markets worldwide (according to Euromonitor).

�Beer market� characterised by a distinct shift towardsconsolidation in recent years.

�Global beer market fragmented with top 10 producers accounting for over 50% of total volume sales.

�Over past five years, beer category maintained compound annualgrowth rate of 4,8% globally.

�

Growth from increased consumption in developing countries.�

� China, which overtook US as largest beer market in the world. Moreestablished beer markets

volume growth slow due to increasing saturation.

INTERNATIONAL BEER MARKET





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World's four biggest brewers account for over half the global market for beer.

Belgium-based Anheuser-Busch InBev, London-listed SABMiller, Heineken,and Denmark's Carlsberg have moved ahead of the rest of the pack led by China's Tsingtao Brewery in fifth place.

In 2008: A-B InBev becoming the market leader based on sales of $21,727m,followed by Heineken ($16,854m), pushing SABMiller ($15,751m)down to third rank.

In 2009: Budweiser-brewer AB-InBev: beer volumes of around 350 millionhectoliters

Miller-brewer SABMiller: just under 250 millionHeineken: just over 200 millionCarlsberg: around 125 million

Tsingtao: just over 50 million hectoliters/year.Sixth place North American Molson-Coors Brewing Co.

Mexico's Grupo Modelo.China's Beijing Yanjing Brewery Co LtdJapanese brewers Kirin Holdings Co LtdAsahi Breweries Ltd

made up the rest of the top 10.

MAIN PLAYERS IN INTERNATIONALBEER MARKET



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Main players in the beer market









COMPETITION IN FOREIGN

MARKETS

BELGIUM Boon Kriek Cherry Lambiek

Floris Apple

Floris Chocolate

Floris Mango

Floris Honey

Floris Fraise

Floris Framboise

Newton

Witterkerke Rose,which is the best belgium wheat beer known for its fruity aroma

and taste with the purest rasberry fruit

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COMPETITION IN FOREIGN

MARKETS

FRANCE

Framboise,which has a magnificent aroma,adelicate palate of rasberries with undertones of fruity acidity

Adlescott,which is made with peat smoked malt

US

Founders Cerise,with the taste of peach

Great divide Wild Rasberry Ale

Pyramid Apricot Ale

High Watermelon Wheat Beer

Blue Point Blueberry Ale

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International potential markets



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International Potential Markets� C

hina : population 1.3 billion4% urban unemployment

steady growth in recent years

Continued Growth Potential

� India : population 1.1 billion

7.2% unemploymentannual growth rate of 17.2%

Favorable agricultural climate & network

� South Africa : one of the fastest growing market

easy changing consumer tastes

( preferable western lifestyle)

Favorable Long-run Potential

� Russia & Latin America : steady growth in recent years The early 2000s

saw booming beer consumption rates in Russia

Latin America :an active beer market with high growth potential

Favorable farming climate, great levels of consumption, developing economies (



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Non-consumer-related forces

China: Challenging Logistics, complex regulatory control-

instability

India :Regional and logistical challenges, politicalinstability-terrorism

South Africa : slower population growth, socio-economic

issues

Target on the segment of the market which focuses ontaste

Avoid countries in which alcohol is not permitted or the

consumption of beer in general is low .



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Haacht Brewery could induce Mystic in more similar markets with

the belgium one such as :

Holand

England

France

North America

But it is important to take into account that the above are blase to a

great extent and the competition is very high

Other markets



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Foreign operation planForeign operation plan

� Changing consumer tastes and practices linked to

cultural values and traditions is not simple!

�

Firms competing in domestic markets lack significantgrowth opportunities.

It is preferable for Haacht to make a FDI creating joint in

both developed and emerging markets.



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Foreign operation plan

The chief strategy for growth : mergers and

acquisitions

Buy out an important stake hold of

companies with key position in emerging

markets.

Found a subsidiary with a local partner



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References

� The global alcohol industry: an overview,

David H. Jernigan.

� Strategic Management: Competitiveness

and globalization, Michael A. Hitt.

� David Jones, Reuter Report.

� The global beer industry, Haven Harris &

Brad Hillwig.

� Trends and Opportunities in Developing

Economies, Aginsky Consulting Group



References

http://www.marketresearchworld.net/index.php?option=com_content&task=view

&id=304&Itemid=77

http://www.beveragemarketing.com/reportcatalog4b.html

www.beersofeurope.co.ukwww.thebeerexperience.co.uk

www.internationalbeershop.com.auwww.associatedcontent.com

www.articlecity.com

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References

www.beersofeurope.co.ukwww.thebeerexperience.co.uk

www.internationalbeershop.com.au

www.associatedcontent.comwww.articlecity.com

http://www.sabmiller.com/http://www.marketresearchworld.net/

http://www.euromonitor.com/Beerhttp://uk.reuters.com/

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The Final Kouremenos Presentation

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