This kind customer relationship over the years has kept the organization separate from other players in the market. Hotel and pub business are the core operating factors for the organization. Environment of Suffolk and Norfolk is also a core business element for the company. The organization faces serious competitions from the other market players. UK customers have volatile attitudes towards the alcohol and drinking habits. That is why all the competitors of the organization have given significant importance towards the innovation. In UK market sales of the wet-led pubs has fallen down significantly and large breweries corporations are consolidating among each other (Kossowski, 2007).
All this trends have created cut throat competitions for the organization. Super markets are also eating into the market share of the company. In UK market the brewery industry is significantly broad in nature. Halewood international is a significant competitor of Adnams. The organization faces competitions from local as well as regional players. The company has significant market capitalization. Current market capitalization of the company is 29. Recently the sales of Halewood international dropped significantly due high competition in UK market. Innovation from the side of the competitors and volatile nature of the UK customers are significant key drivers of change for the organization.
Environmental sustainability is also a key driver for the change. The organization has identified its responsibility related with the change. The company has made its business operation much more environment friendly. The new business operation system has helped the organization to reduce it energy usage and the company is recycling 90% of the west heat. It means sensitive thinking of the customers towards the environmental causes has forced the organization to change their business outlook much more environment friendly.
The organization has identified the importance of marketing. It has been noticed by the management of the other organizations are doing lots of on-line activities and using internet and social media. This external factor is also a key driver of change for the brewing company. The organization is the first real beer brand to promote their products through Twitter (Sengupta, Bhattacharya and Sengupta, 2006). High degree usage of internet in the brewing industry has resulted in this kind of
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