Business strategies in the beverage market
For decades, the German beverage industry has been seriously affected by the stagnating demand for beverages, by over-capacities and by the resulting crowding-out and price competition. This situation requires integrated and complex strategies for handling both market and company, the objective being to create a clear profile for the enterprise. Such objectives should take into account the following factors: competitors and off-trade companies as key market drivers, the consumer target group and sales intermediaries as brand-relevant factors and lastly, internal and external resources as essential features for the creation and further development of a sustainable competitive advantage.
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