Economic Traits of the Beer Industry in the Usa

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Economic Traits of the Beer Industry in the USA Eco-301 Economic Theory Andrea Bruce-Smith June 18, 2012 Professor Hecht The background of the beer industry and a basic analysis of the market size of the beer industry shows that it is incredible. According to statistics the wholesale volume in the beer industry has an approximate value of $13.7 billion. Not to mention that the beer industry also employs about 40,000 people. Industry wide the average worker is paid an average of $18.27 an hour. This clearly supports the notion that the beer industry is a very large industry which provides many jobs to our American workforce. The basic market consists of many competitors, from very large to those which are operating on a very small scale. Competitive rivalry is divided into three segments: National, Regional and Microbreweries. The National competitors have vast market coverage and resources to support advertising. Regional competitors are smaller than National in the fact that they only distribute in certain regions. Microbrewers are the smallest of the three because their size and capacity limit them to only distribute to small geographic areas. The market growth rate of the beer industry is perplexing. For example with US domestic brands, during the time period from 1983 to 1984 there was a decline in consumption of -1.2%. Then with imports there was an increase of 14.3%. As a result the total industry as a whole declined .7% during the time period from 1983 to 1984. As a result of the decline of consumption of beer a similar result in production occurred with a decline of 1.2%. So this caused the estimated forecast for 1985 to continue as it had in 1984. At that time it was argued that the next 10 to 20 years the sales would remain flat. Although there are many companies in the industry, the industry has slimmed down quite a bit over the years. The

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