Table of Contents INTRODUCTION...........................................................................................................................3 1. Challenges faced by Adnams..................................................................................................3 2. Important aspect of internal business of Adnams...................................................................3 3.Strategic decision and direction in order to get future growth...............................................5 4. Steps for development.............................................................................................................6 CONCLUSION................................................................................................................................7
INTRODUCTION The study is based on the case study of Adnam, which is involved in business of brewing and distilling. The company is located in Southwold in Suffolk, UK.Around 435 people are working in the company and 1500 shareholders. The case study highlights the key challenges which Adnams is facing and important aspects of the internal business such as employee relationship, work culture etc. The study also try to explains what strategic options company can take to attain for future growth. In order to discuss the strategic options Ansoff matrix have been used. 1. Challenges faced by Adnams The consumers in UK has the volatile behaviour towards the alcohol and drinking habits. It is not easy to understand the market of UK. As there are many competitors in the market which also affects the market movement. Similarly various governmental factors also causes up and down movement in the market. In the year 2007 there was a sudden decline in the sales of wet led pubs, in which high amount of revenue is from alcohol and drinks. Another challenge which the company face is rise in micro breweries in 2014 which were registered under the small breweries relief scheme, the breweries under which are allowed to pay low income tax. As the Adnams is the mid sized brewer the company is not eligible for the relief. One of the challenge which the company face is increase of consumption of alcohol at home which causes decrease in revenue of the Adnams. Supermarket in the country is now acquiring a huge position in the wine, spirits and beer sales which is causing negative impact on the Adnams sales. The awareness regarding health issues and alcohol misuse is widely spread which decreases the sale of alcohol in the market. 2. Important aspect of internal business of Adnams Location is one of the most important aspect for the company which the company should consider. Location means to decide that where the product and services should be produced and served. The main internal aspect of the company is that it is located in the heart of southwold, The location of the company is close to the beach and is facing the sea with rows of brictorian it
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