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Essay / Research Paper Abstract
This 6 page paper examines the beer market in Germany. The paper consider the overall market size and trends, the influences on the market, the consumer behaviour and consumer attitudes. The bibliography cites 6 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEbeerge.rtf
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Unformatted sample text from the term paper:
equivalent to US $5.01 billion (Euromonitor, 2001). However, this was a decline in the previous year, with the sale in 1999 being 0.2% higher than in 2000 (Euromonitor, 2001).
By comparison the size of the market in the US the largest beer company in the US, Philip Morris, had a turnover in
200 of US $80.4 billion (Euromonitor, 2001). Therefore, the market is large, but still limited. The market is also different form that in the US where the market is dominated
by three major companies. In German the largest company in terms of market share is Binding-Gruppe, however they only hold 8% of the total market share in terms of volume
of beer sold in Germany (Euromonitor, 2001). In total there are 1,270 German breweries, the majority of which are located in Bavaria (Martin, 2001). The German breweries account for 75%
of all the breweries that are located in Europe (Martin, 2001). There are no single major competitor in the market and many are small breweries that serve the towns in
which they are located, in short this leaves very little room for the larger national brands that are well known as German exports (Martin, 2001). Binding Brauerei AGs, a
major brewry, saw a sharp downturn in their performance in the time leading up to 2000, with a drop of 27% in 1998 alone, of 310 million deutchmarks, roughly equivalent
to US $150 million (Euromonitor, 2001). However, the downturn was not universal throughout the entire industry. Holstein, an internationally recognised brand, that is available in many countries, increased its
turnover in the sector by 3%, the 1998 figure was of 1.6 billion Deutchmarks, however at the time of the report being written the 2000 figures were not available (Euromonitor,
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