At the heart of the traditional approach to business strategy lies the assumption that by applying a set of analytical tools, executives can predict the future of any business accurately enough to allow them to choose a clear strategic direction. However, what happens when the environment is so uncertain as is more and more the case today in our fast-paced society that no amount of backward-oriented amount of data and analysis will allow business leaders to predict the future.
One approach that has been applied successfully more frequently over the last couple of years is future scenario planning, where different business environment scenarios are imagined, developed and possible business stratgies planned out by internal and external experts.
In this paper firstly a thourough competitive analysis of the German beer market as well as the company under study - Karlsberg Brauerei, a local South-West German brewery - is performed. Then, two distinct future scenarios are being developed from the data and analysis. These future business scenarios are followed by detailed strategic plans that recommend different ways the company can move to take advantage of future developments in its market.
Inhaltsverzeichnis (Table of Contents)
- BEER INDUSTRY ANALYSIS
- Overview German Market
- PEEST Analysis of the German Beer Industry
- COMPETITIVE ANALYSIS
- FUTURE SCENARIOS
- Scenario One
- Strategy Plan Scenario One
- Scenario Two
- Strategy Plan Scenario Two
- Scenario One
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This assessment analyzes the German beer industry, focusing on the competitive landscape and future scenarios. It delves into the dynamics of the market, including the role of domestic breweries, the impact of foreign investors, and the changing consumer preferences.
- Analysis of the German beer market
- Competitive landscape and market concentration
- Impact of foreign investors and internationalization
- Changing consumer preferences and innovation in the beer industry
- Future scenarios and potential developments in the market
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: BEER INDUSTRY ANALYSIS
- 1.1 Overview German Market: This section provides an overview of the German beer market, highlighting its size, dominance of domestic breweries, and the variety of beer brands produced. It also discusses the regional nature of the market and the conservatism of German beer drinkers.
- 1.2 PEEST Analysis of the German Beer Industry: This section examines the political, economic, social, technological, and environmental factors influencing the German beer industry.
- Chapter 2: COMPETITIVE ANALYSIS: This chapter explores the competitive landscape of the German beer industry, focusing on the key players, their market share, and the competitive dynamics.
- Chapter 3: FUTURE SCENARIOS
- 3.1 Scenario One: This section presents a scenario for the future of the German beer market, outlining potential trends and developments.
- 3.2 Scenario Two: This section presents a second scenario for the future of the German beer market, exploring alternative possibilities.
Schlüsselwörter (Keywords)
The main keywords and focus topics of this assessment include the German beer industry, domestic breweries, foreign investors, market concentration, consumer preferences, innovation, future scenarios, and competitive analysis. It explores the challenges and opportunities facing the industry in a rapidly changing market landscape.
- Quote paper
- Florian Mayer (Author), 2003, Marketing, future scenario planning Karlsberg brewery, Munich, GRIN Verlag, https://www.grin.com/document/13663
