英国伯明翰代写Essay:啤酒市场

2018-09-30 20:51

英国和较大的北欧和西欧的啤酒市场已经成熟，啤酒市场的增长要么停滞要么下降。这使这里的管理任务变得复杂，因为业务的重点正在转向增长潜力巨大的新兴市场。英国市场的重点将是留住现有客户，并击退来自国际啤酒酿造商的竞争。根据嘉士伯集团(Carlsberg Group) 2008年的年报(annual report)，啤酒在总酒精消费量中所占的比例为44.2%。这一比例由即日销售(即通过酒吧和酒吧)和场外销售(off-trade selling)所占比例决定，前者占据54%的市场份额。啤酒定价是针对四个不同的细分市场，即折扣、主流、溢价和超溢价。对于像英国这样的成熟市场，物流战略必须与整体业务的物流战略保持一致。在这里，重要的是要精简流程，以实现成本降低的好处。全球化带来了降低成本的新途径。中央采购就是这样一个工具，其中可以在中央一级为啤酒厂的不同产品获得原料和工艺，从而降低成本。
英国伯明翰代写Essay:啤酒市场
The beer market in UK and the larger Northern and Western Europe is mature and therefore the growth of the beer market would either be stagnant or declining. This makes the task of the management complex here because the focus of the business is shifting to new and emerging markets where growth potential is large. The focus in the UK market would be on retaining existing customers and fighting off competition from international brewers. According to Carlsberg Group’s annual report (2008), the share of beer as a percentage figure of the total alcohol consumption is 44.2 per cent. This is divided between on-trade selling (i.e. through pubs and bars) and off-trade selling, with the former claiming 54 per cent of the market. The pricing of beer is done to target four different segments, namely discount, mainstream, premium and super-premium.The logistics strategy for a mature market like the UK has to be aligned to the logistics strategy of the overall business. Here, it is important to streamline the processes to achieve benefits of cost reductions. Globalisation has led to newer avenues for reducing cost. Central procurement is one such tool, wherein raw materials and processes may be obtained at a central level for the different products of the brewery, which would lead to lower costs.

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