inkers are easily swayed by advertising and social trends. Special promotions tend to sway brand loyalty.DRIVING FORCESChanging societal concerns, attitudes, and lifestyles are driving forces for the industry. These factors play an important role as to where the industry is going. Other causes include1. The population is concerned about healthier lifestyles.2. The Growth of the 18-34 age group is declining.3. Drinking and driving laws are getting stricter with the push of support groups(MADD).4. Legal drinking age being raised to the age of 21.5. Banning of "Happy Hours" in some states.6. New buyer preferences. National brewers are in the strongest position because of broad product offering and low-to-moderate costs. Imports are in a fairly decent position because of their decent product offering and quality. Regional and local breweries are in the weakest position because of higher costs and limited product offering.MOVES RIVALS ARE LIKELY TO MAKE NEXTThe following is a prediction of what Golden Gate Brewery' s competition will do next.Heineken- Continued push into the U.S. Market. Increase in advertising. est. 22 million.Molsen- Maintain second place in import market. increase in advertising. est. 15 millionBeck's- will need to reestablish positioning as market share will be lost due to lack of promotion.Moosehead- will also lose market share to St. Pauli Girl. again due to lack of advertising.St. Pauli girl- increase market share in U.S. market due to significant increase in advertising. 14millionAnchor Brewing Company- (In San francisco) will maintain positioning of being a small exclusive upscale beer. continued market growth on a small scale.Sierra Nevada Brewing Company- Maintain positioning as a fairly low cost microbrew. $18 acase. Will continue to add capacity to existing plant. Will also maintain brewing of mainly draftbeer rather than bottled.Mendocino Brewing Company- Premium Microbrewery. Will fine tune existing...
