Assignment: #3

Case #13 Corona Beer

BUS 599

Identify and discuss the trends in the global beer markets.

Brewing has historically been a local

 Historically, the brewing of beer has been a localized industry with only a few companies holding a large portion of the international market.  However, within the last couple of decades, consolidation in the brewing industry has increased.  Consolidation initially started in Western Europe and North America, but recently began to include the markets of Eastern Europe, Asia and Latin America (CarlsbergGroup, 2008).  

 In 2003, the world beer sales volume increased 2.3% over the previous year, to 1,484 million hectoliters.  Consumption in China and other developing countries was the driving force of growth.  Increased market saturation...