Bass plc An assessment, evaluation and recommendations for their strategic approach in entering foreign beer markets

Abstract

Analyses the strategy employed by Bass Plc within the competitive and aggressive beer industry. Focuses on the European beer industry and it is divided into three main parts. Part one identifies what seems to be the current strategy undertaken by Bass Plc. Part two identifies and analyses the context in which Bass operates and part three evaluates the validity of the current strategy in the light of the above analysis. Brief reference will also be made to the international beer market.