to 9bn by 2050. The developing world accounts for 95% of this growth . Lifestyle Changes- People are becoming more health conscious, and more active in leisure and recreation. Values- The consumer backlash against GM crops and protests at the WTO meeting signify how the values of consumers can affect the activities of businesses.Technological Environment Innovations- The internet has redefined the concept of commerce, and has forced every organisation to look at the way it operates. Impact on Costs- Increased efficiency in production from new technologies has brought down unit costs, giving larger manufacturers huge economies of scale.Key Strengths and Weaknesses Strengths-Companies competing in the future will need to have the ability to make intelligent alliance and acquisition decisions as the need to gain economies of scale forces companies to seek growth opportunities.- Successful companies will have to strike a balance between the forces of globalisation and the need to maintain a local focus on each market.- Companies will need decision-makers who can respond quickly and effectively to changing markets and who can predict market changes before competitors.- Companies will also need flexible practices in the areas of production and logistics to be able to respond to change. Weaknesses- Companies operating in industries which have fallen foul of public opinion may not survive.- A marketing strategy which ignores the diversity of cultures across Europe.The Internal Resources of the Brewing IndustryThe goal of any strategist is to find a position in the industry where his or her company can best defend itself against the forces which exist in the industry, or to use them in its favour . The Brewing Industry will have to recognise the forces which define the industry, and examine how these will affect the performance of the industry in the future. Threat of Entry- Scale Economi...
