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Essay / Research Paper Abstract
This 8 page paper examines the external environment that impacts ion the beer industry, using an approach of environmental scanning the market and its demographics are examine, a PEST analysis looking at the political, economic, socio-cultural and technological influences and then considering the opportunities and threats in this environment. The bibliography cites 8 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEindbeer.rtf
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Unformatted sample text from the term paper:
1. Introduction When setting up any firm, or assessing any strategy it is necessary for a firm to consider the external environment. For a new
micro-brewery selling beer to set up to will need to look at both the beer market as well as the more general environmental. Approaches such as environmental scanning can be
very important in looking at the external environment. Kelly (1983), argues that the environment is "the single most important contribution of
strategic planning to institutional decision-making". In order to appreciate the importance of environmental scanning it is necessary to define what it is so that its importance can be assessed in
the context marketing. Environmental scanning is defined by Brown and Weiner (1985) as "a kind of radar to scan the world systematically and signal the new, the unexpected, the major
and the minor". Aguilar (1967) has studied the way the information is gathered by managers concerning the external environment notes that is undertaken in order to reduce the level of
randomness of the information coming into the organisation and to provide an early warning to management of any external changes to market conditions and as such tools such as PEST
analysis, which helps to identify and classify influences in terms of political, economic, social and technological influences, as well as forecasting tools and marketing models that seek to identify the
target market/,market demographics and areas such as opportunities and threats. Looking at the beer industry the environment can be assessed using this approach. 2. Market Demographics
The market for beer is highly biased towards specific demographic characteristics. The majority of beer drinkers are male, with the largest demographic group drinking beer
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