Analysis of the South African Beer Market from the Belgian Beer Entry Perspective: A case study of Leopold 7 in Cape Town
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Gersdorff_81141100_2017.pdf
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Gersdorff_81141100_2017_Annexe1.pdf
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- Abstract
- South African citizens have been drinking beer for more than hundred years thanks to the global giant, brewer SAB Miller. However, in the last few years the craft beers industry has skyrocketed with new craft breweries and brewpubs opening all the time. During my internship in South Africa for the beer Leopold 7 I wondered how was the Belgian beer market actually doing in South Africa. In order to respond to this question I analysed the beer market in Belgium and in South Africa through the CAGE model of Pankaj Ghemawat. Finally to provide a concrete example, I took the Belgian craft beer Leopold 7 and I tried, regarding the current South African craft beer market, to find it a proper positioning on this competitive craft beer market. In the end, the hope for this thesis was to obtain a clear understanding of this market in order to conclude whether it could be interesting – or not – for a Belgian beer to enter the South African beer market.
Citations
Gersdorff, C. (2017). Analysis of the South African Beer Market from the Belgian Beer Entry Perspective: A case study of Leopold 7 in Cape Town.