The Beer Industry Forecast

Rene Gonzalez Jr.

Ashford University

Managerial Marketing BUS 620

Larry Flegle

October 31, 2011

The Beer Industry Forecast

In this essay macro-trend (macroenvironmental trends) analysis will be used to predict how beer products (within the alcohol beverage industry) may be impacted over the next five years by analyzing four macro-trend components. To limit the scope of this essay Anheuser-Busch will be the specific beer producer in question. Additionally, the four highlighted macro-trend components are: demographic environment, sociocultural environment, economic environment, and regulatory environment. Ultimately, isolating, and understanding the four macro-trend components will help assess market attractiveness for Anheuser-Busch's beer production in...