Research Paper on:
South African Breweries

Unformatted Sample Text from the Research Paper:
has been in existence for more than a century, but only took a global expansion view in the mid-1990s. Since that time, it has focused on entering emerging markets  of the world to grow to be the worlds second-largest brewer. The purpose here is to evaluate SABs position in 2001; the methods it had used to attain that  position at that time; and to make recommendations for future expansion into more highly developed markets. SABs Position in 2001 By 2001, SAB  was beginning to see the effects of conditions and events of 2000. In those markets where disposable income was rising most, beer expenditures were seen to be declining.  Johnson and Lawson (2002) explain this movement with normalization theory. This theory holds that, in emerging markets, individuals priorities shift as their incomes continue to rise. In the  first flush of economic growth, individuals may spend more on products such as beer. Eventually, however, they focus their attention on long-term financial improvement as they increase spending on  items such as mortgages and rent; consumer items and education. The pattern that emerges is that "a higher proportion of discretionary expenditure moves from immediate gratification to self-improvement" (Johnson  and Lawson, 2002). As per capita income continues to increase in these emerging markets, however, expenditures on other items begin to increase once again.  SAB believed in 2001 that growth would recover in the markets that had reached the point of development described above. This was particularly true in South Africa,  where expenditures for alcoholic beverages had declined by 4 percent over the previous year (Johnson and Lawson, 2002). Other emerging markets had not