Soft Drinks vs. the Beer Industry

Paper Summary:

This paper analyzes the key environmental influences on the soft drink and beer industries in the United Kingdom, using the Political, Economical, Social, Technological (PEST) Analysis. It also evaluates the competitive environment by implementing Porters' Five Forces Analysis in order to compare the industries' competitive edge both today and in the future. The second section of the paper presents a SWOT Analysis for the two key players of each industry and illustrates how they respond to the main drivers to change. Finally, the comparable future prospects are discussed in Section Three. The appendix includes an analysis of gathered data for the two industries.

Table of Contents
Introduction
Environmental Influences
I.1 Soft Drinks Industry
I.1.1 Macro Environment PEST Analysis
I.1.2 Competitive Environment-Porter's 5 Forces Model
I.1.3 Attractiveness of the Soft Drinks Market
I.2 Beer Industry
I.2.1 Macro Environment PEST Analysis
I.2.2 Competitive Environment-Porter's 5 Force Model
I.2.3 Attractiveness of the Beer Market
I.3 Soft Drink Versus Beer Industry-Comparison of the Attractiveness
II Response of Key Players to the Changing Environment
II.1 Soft Drinks Industry
II.1.1 SWOT Analysis of the Key Players
II.1.2 Response of Key Players to Main Drivers to Change
II.2 Beer Industry
II.2.1 SWOT Analysis of Key Players
II.2.2 Response of Key Players to Main Drivers to Change
III Comparable Future Prospects
III.1 Soft Drinks Industry
III.2 Beer Industry
Bibliography
Appendix

From the Paper:

"The soft drinks market is highly concentrated into the activities of a handful of major companies, led by two dominant alliances. The clear leader is the alliance between Coca-Cola and Cadbury Schweppes, knows as Coca-Cola & Schweppes Beverages (CCSB). Due to the high costs of market entry into a large, national sector such as soft drinks, and the significant resources required to meet distribution demands, it is expected that the soft drinks industry structure will continue to become more consolidated at the top, and increasingly fragmented at entry level."

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