| Summary: | This project is a study of the current state of the cask beer market in England, focussing on one particular regional cask beer producer, "A". The project has been undertaken with two main objectives in mind.
Firstly, the project sets out to determine the nature and extent of the impact of recent Government intervention in the cask beer market; in particular, the introduction in 2002 of Progressive Beer Duty, or Small Relief, and, in the same year, the revocation of the Beer Orders legislation, which had been introduced in 1989 as an anti-monopoly measure. By examining available data, interviewing industry personnel, and taking account of historical context, the project seeks to establish a degree of causality between these measures and subsequent changes in both the supply side of the market, particularly the Regional Brewer and Microbrewer sectors, and the pub-owning and pub-operating demand side of the market.
The project then goes on to consider "A"response to the changing market conditions. Their strategic management processes are analysed in the light of relevant academic literature, as is their strategic response as a brand-led organisation. Again, use is made of available data and interviews with industry personnel, including the Managing Director of "A", as well as the own work experience and knowledge of the cask beer industry.
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