Case Study: Adnams - External Environment, Internal Analysis, Growth

This case study examines Adnams, a middle-scale UK-based distilling and brewing enterprise, analyzing its key challenges in the external environment, including volatile consumer behavior and environmental concerns related to fossil fuels. It describes Adnams' internal business situation, highlighting its eco-friendly practices and strategic investments. The analysis explores strategic directions and options for future growth, such as marketing strategies, sustainability initiatives, and diversification. The case study recommends steps for development over the next decade, emphasizing low-cost and differentiation strategies, innovation, and strong communication. It also suggests leveraging technology to refine distribution methods, providing insights into Adnams' journey and strategic considerations for sustainable growth in the competitive market.

CASE STUDY: ADNAMS

Executive Summary
Adnams is a type of middle scale distilling and brewing enterprises that located in Southworld of
United Kingdom. It has summarised the key challenges faced by Adnams through the external
environment. Furthermore, It has been understands the important aspects of Adnams and its
internal situation or condition of business. Moreover, Adnams has planned an effective strategic
direction and option of Adnams that consider to sustain the future growth. It has recommended to
use different technique and method to explore the business activities.

Contents
INTRODUCTION.....................................................................................................................................3
QUESTIONS..............................................................................................................................................4
Discuss about the key challenges faced by Adnams in the external environment....................................4
Describe the internal business situation and important aspects of Adnams.............................................5
Analyse the strategic directions and options that could be considered to sustain future growth of
Adnams...................................................................................................................................................6
Recommended the steps to develop the Adnams over next ten years......................................................7
CONCLUSION..........................................................................................................................................9
REFERENCES........................................................................................................................................10

INTRODUCTION
Adnams is a type of middle scale distilling and brewing enterprises that located in
Southworld of United Kingdom. It has a 64 billion turn over in 2015. It operates their own hotels
and pubs which are mostly around Norfolk or Suffolk. He joined the Board in 2000 and perform
the responsibility of win enterprise, sales and marketing etc. There are various employees
working in the organization to maintain the responsibility regarding supply chain and customer
service. This report will discuss about the key challenges faced by Adnams through the external
environment. Furthermore, this documentation will describe the important aspects of Adnams
and its internal situation or condition of business. Moreover, it will describe the strategic
direction and option of Adnams that consider to sustain the future growth. It will recommend to
develop the Adnams over the next ten years.
Overview:
Adnams is a based on the long term survival and evolution of UK based organization. It
is also known as iconic brand that establish their image in the local market. It has maintained the
position and power in global marketplace. It covers all the different aspects of business which
providing the competitive strategy, capabilities and culture, innovation and decision making etc.
these are the core element of enterprises that help to increase the productivity and profitability in
global marketplace (Bello, 2018). Admin is a mid-level distilling and brewing enterprise which
based in the southwold. The turnover of Adnams in 2015 all about 65 million. It supply the
products in pubs and hotels near by Suffolk and Norfolk. There are 435 employee working in
the organization and 1500 stakeholder. The hotel in Southwold from 1345 using hops to grow the
beer and brew in local areas. Officially, this organization was established in 1890 and grew its
business related the brewery to associated with inns, which are located in Norfolk.

QUESTIONS
Discuss about the key challenges faced by Adnams in the external environment.
Adnams has faced the problem challenges related the fossil based fuel that were going to
get more expensive and increase the level of pollution in external environment. They are needed
to better at keep maintain the low energy consumption for environment perspectives. The
investment in distribution makes more money so that it hold old refrigerator and uses more
capacity or escalating the cost in 2010. It is less than the five year of earlier (Brennan and
Tennant, 2018).
Another challenge when it has reduced the carbon emissions because anaerobic plant
open in 2010 on the site of Adnams related bio energy but it is very expensive to use the diesels
truck vehicle to deliver the product from one place to another. Adnams cannot buy the diesel
vehicles and affects the entire environmental condition (Ortas, Burritt and Christ, 2019).
In UK, the attitude of consumer towards alcohol and drinking are volatile. It is very hard
to read the marketing environment due to weather change, regulatory change and competitors.
Therefore, it has declined the large number of sales from hotels and other traditional pubs.
It is also increasing the consumption of alcohol at home which causes of reducing the
profitability of pubs and hotel. In this way, it is directly effects on the environment market to
decrease demand in parties. It was the most challenges faced by Adnams in the external
environment of enterprises in global world. There are various type of supermarket increasing the
wine sales, beer and spirits etc.
Sometimes, Adnams is heavily dependent on the taxation and legislation. It must comply
with the legally produce, advertise and distribute their products. A brand can affect through
political environment. In UK, Government is making the legal policies and procedures,
providing the high profitability and productivity. It has many penalties for drinking responsibly
which are mandated by the governments. Stiffer penalties for alcohol driving have limited causes
but this problem affecting on the living people those who were killed by excessive drinking. In
this way, many people preferred to avoid the drinking products in hotels or pubs. It directly
effect on the production and sales of Adnams enterprises.

Describe the internal business situation and important aspects of Adnams.
Adnams is placed the southwold that attached to various type of products and known by
consumer. It gave more advantages of located in seaside areas, rich wild life and great charm etc.
the Adnams enterprise is closely linked with the different roots and Suffolk environment by
using Beer and brew (Ortas, Burritt and Christ, 2019). It is one of the important project at driving
the change in the sustainability of Adnams. The value of enterprises turn into the plan to increase
new distribution centre which are completely filled with brehouse. It is core idea of manage and
control the efficiency of resources.
The organization can be used the resource efficient mind set to extend the business
demand in global marketplace. Adnams have made the substantial investment in new type assets
and also updating the existing assets (Gibney, 2018). It is a leading and most ethical or eco
efficient breweries that has created positive images. It help to create positive brand awareness
among consumer international market. The internal situation of Adnams enterprise can be
maintained and controlled by using innovative idea. They are mainly focused on the eco-friendly
production with use eco-friendly bottles and other type of ingredients. It has created unique item
which are easily gain competitive advantages through market.
Adnams is mainly used the cost leadership and Porter’s generic Strategy to maintain the
price of products. In order to successfully implement the strategy, it must require low costs in the
process of production so that it has increased the sales in market. Adnams allow to update the
brewery to produce its main item, beer in the leading market. It has led to increase the quality
and also increase more opportunity of people related job or training. As per discussion, it can be
identified that it is very good internal business of Adnams because every employee has
performed the specific role to handle every situation in effective manner.
The most important aspects of business is to provide the best quality of products and
services to consumer. It is also implementing the innovative ideas to increase competition level
in global marketplace. It always try to focus on potential consumer those who are understanding
the different styles and speeds. Adnams always maintained their business situation and condition

in proper manner because it has needed to promote the items, services and also increases the
brand awareness between consumers.
Analyse the strategic directions and options that could be considered to sustain future growth of
Adnams.
Adnams can be used the strategic direction and options to implement the new approach in
business operations and functions. It is considered the suitable strategy and option that support
the business of Adnams to increase their growth and development. As per case study, Karen
Hester started their career with Adnams and also promoted the Job of Andy Wood old Job as a
Head in logistics (Naik and et.al., 2018). They always trying to increase the consumer service
team for rebuilding and relocating the distribution channel or centre. It is the most successful
movement for Adnams towards new sites.
After few ago, Karen become the operation directors and also added the brewery to their
team. On the other hand, Human resource and Information technology are performed different
action in business. Andy thought these type of services are becoming isolated. Karan Hester
believe that communication is the best medium to share their thoughts without any conflict. They
were thought when team members are communicated with each other to maintain the
relationship between them. It is good for people to handle the complex situation and condition.
Adnams has tried to keep tight and close the connection with potential consumers those
who are willingly to attract towards the service of hotels and pubs (Ortas, Burritt and Christ,
2019). At earlier, wine enterprises is the best example because many consumer has demands of
beers etc. in this way, Adnams is planning the strategy and coordinate with the supplier. It was
the best ideas distance between the people. In this way, it has increased the productivity and
profitability of business. Adnams and its consumers brings more contacts in global marketplace.
Marketing strategy is also another important direction provide the Adnams to improve the
level of business activities in global marketplace. In this way, Adnams has evolved to adopt the
change according to the rural nature of Suffolk. Marketing concept is helping the business to
target more customer and direct towards the services. Adnams is not just local organization but
also increasingly the overall internal market. It has expanding its overseas through marketing. It

can be used different type of platform to communicate with the consumer and understand their
need or requirement. Marketing is an essential part of business which help for sharing the
information to consumer in global market. Many consumer wants the product from branded
places so that it useful for increasing the popularity in global marketplace.
Sustainability is the important value of Adnams but it has adopted the new things
according the environments. Nowadays, it become trendy culture or environment to implement
methodologies to handle the business operations and functions. It bought a farm to recycle the
raw waste and materials in the environmental efficient. Sometimes, it is very cost effective to
manufacture the product at low price.
Recommended the steps to develop the Adnams over next ten years.
It has recommended to despite that continuous use two different strategies such as Low
cost strategy and differentiation strategy etc. It has been successfully implemented diversification
strategy that can use with the caution which is considered the risk for business. From analysing
the case study of Adnams have diversified into the global marketplace (Fernández and et.al.,
2019). They are trying to enter in market and also increase the level of competition. It is
beneficial for devastating the major consequences, so it is successfully despite Adnams which
currently experiencing to analyse the strong advice on diversification.
It has recommended to implement innovation in the Adnams business to distribute centre
stocks 3000 lines, supply the different type of drinking water with the proper bottled because
Adnams has owned trucks to maintain and manage the services in other market. They were
making plan to investment money in brewery which was accommodate the success with the spirit
brands of Adnams. Differentiation strategy is playing important role to control the overall
segmentation of products in global world. Communication is important factor that makes
company succeed, it has required for Adnams to maintain good coordination with stakeholder,
supplier to deliver best quality of services. It also planning to redesign the distribution channel or
centre, leader always insist to other members for participating in business operations to increase
demand of brand in market.
It has needed to use the technology which help to refine the distribution without
technique, it is not possible to maintain the shelves of beers. But the company doesn’t focused on
the leading technology in the business to speed up distribution method or process. A brew

enterprise as good as its process include technique to easily harvest the important ingredients that
exits in the product. Adnams has requirement to use modern technology to improve the business
performance and efficiency. In this way, it can be distributed their products of international
luxury hotels and pubs across the world. Business cannot possible without having innovative
idea and concept because it support the entire performance of organization. Adnams has required
to use the better quality of ingredient which help to produce the efficient beer and cannot harm
the human body. Quality maintenance is an essential for business to acquire all resources which
support the process of operations. Beer and Brew can made some raw waste materials that easily
available but it will choose the right material useful for product development.

CONCLUSION
As per discussion, it concluded that Adnams is a based on the mid-level company in UK,
which provide the services related the distilling and brewing. It operates own hotels and pubs
which are mostly around Norfolk or Suffolk. The organization is expanding their business in
other countries. It summarised that the different type of key challenges faced by Adnams through
the external environment. It covers all the different aspects of business which providing the
competitive strategy, capabilities and culture, innovation and decision making etc. these are the
core element of enterprises that help to increase the productivity and profitability in global
marketplace. There are important aspects of Adnams and its internal situation or condition of
business. Moreover, it describe the strategic direction and option of Adnams that consider to
sustain the future growth and also recommend to develop the Adnams over the next ten years.

REFERENCES
Book and Journals
Bello, N.K., 2018. Effects of intrauterine alcohol exposure on three-week-old Sprague-Dawley
Rat distal tibia: an immunohistochemistry and three-dimensional micro-focus x-ray computed
tomography (3d-μCT) investigation (Doctoral dissertation).
Brennan, G. and Tennant, M., 2018. Sustainable value and trade‐offs: Exploring situational
logics and power relations in a UK brewery's malt supply network business model. Business
Strategy and the Environment. 27(5). pp.621-630.
Gibney, D., 2018. Government proposals to acquire the liquor trade in the First World War: the
case of Macardle, Moore and Company, brewers. In Accounting for Alcohol (pp. 56-80).
Routledge.
Naik, T. and et.al., 2018. A comparison of the clinical presentation of with HIV infected (HIVE)
to uninfected (CP) children with spastic diplegia in South Africa.
Fernández, M.S. and et.al., 2019. Prenatal ethanol exposure potentiates isolation-induced
ethanol consumption in young adult rats. Alcohol. 75. pp.39-46.
Ortas, E., Burritt, R.L. and Christ, K.L., 2019. The influence of macro factors on corporate water
management: A multi-country quantile regression approach. Journal of Cleaner Production. 226.
pp.1013-1021.