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Example research essay topic: One Of The Largest Brewing Industry - 1,239 words

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The purpose of this investigation is to establish whether the acquisition of Bass by Interbrew should be allowed. There will be many elements to look at in order to reach a final conclusion but in the first light, it seems that the takeover is a good idea. Interbrew is one of the largest brewers in the world and I think that the acquisition should go ahead because the merger would make interbrew one of the largest brewer in Great Britain with an overall market share of approximately 33 % to 38 %. The merger would lead to the creation of a duopoly between Interbrew and Scottish & Newcastle plc. The merger would also result in synergy benefits and cost savings. This suggests that while benefits may accrue to Interbrew as a result of the merger; there are practical concerns that the merger may not be in the public interest because of the creation of a duopoly.

It is this issue that I intend to investigate. Background Interbrew can trace its origins back to 1366 to a brewery called Den Hours, located in Leuven, a city just outside of Brussels. In 1717, Sebastien Artois, the master brewer, purchased the brewery and changed its name to Artois. Interbrew was formed in 1987 from the merger of Brasseries Artois, then the second largest brewer in Belgium, and Brasseries Piedboeuf, then the largest brewer in Belgium and the brewer of Jupiter. Interbrew soon acquired other Belgian speciality brewers, including Hoegaarden in 1989 and Belle-Vue in 1990. In 1991, Interbrew entered a phase of rapid expansion, and have since completed 30 acquisitions and strategic joint ventures, the largest of which were Labatt (Canada), Oriental Breweries (South-Korea), SUN Interbrew (Russia), Bass Brewers and Whitbread Beer Company (United Kingdom).

This helped the company gain recognition and have an increase in market share in order to try to become the kings of the brewing industry Interbrew acquired Labatt Brewing Company Limited, the second largest Canadian brewer, in 1995. With Labatt, they also acquired Rolling Rock in the United States and a 22 % stake in the second largest brewer in Mexico, FEMSA Cerveza. At the time, the acquisition of Labatt nearly doubled their turnover. Last year, Interbrew acquired Bass Brewers and Whitbread Beer Company, excluding Whitbread Beer Company's production of Heineken and Murphy's Irish Stout brewed under licence. Respectively, these two businesses represent the second and fourth largest brewers in the United Kingdom and these acquisitions make Interbrew the largest brewer in the United Kingdom. The origins of Six Continents PLC (formally bass Brewers PLC) can be traced back to 1777 when William Bass established a brewery in Burton-on-Trent, trading under his own name.

The business thrived under William, and his son Michael Thomas, developing into a leading domestic brewer and exporter. In 1876 their red triangle trademark became the first trademark to be registered in the United Kingdom. As the business grew it actively participated in the consolidation of the industry, acquiring such well-known regional companies as Tennents Caledonian in Scotland, and Mitchells & Butler in the Midlands. Bass merged in 1967 with C harringtons in London. In 1989 the government sought to reduce vertical integration in the brewing industry through the instrument of the Beer Orders, which limited the number of tied pubs that each of the major brewers could own. The Group's response was to dramatically reduce the number of pubs that it owned and focus on larger outlets more specifically targeted towards the new growth areas of the markets, which were being created by changing social and demographic trends.

At the same time, it chose to direct the cash flow generated by its more mature businesses into developing an international hotel business. Bass already owned a small chain of hotels, which had been acquired in 1987. This helped them expand the business away from the brewing industry and gain a foothold in another sector of a largely fast growing market. In 1996 the group acquired half of the Carlsberg-Tetley brewing business in the UK, in order to form a joint venture with Carlsberg, consolidate its position in the UK, and form the platform for further overseas expansion. By moving into the hotel business the company aimed to expand the company into new and fast growing areas. This move was blocked by the UK government and led to a renewed focus on developing the hotels and pubs divisions.

Over the next few years a number of smaller, non-core businesses such as Gala bingo and Coral bookmakers were sold, along with more pubs, including the leased estate. Nonetheless the pubs business grew and was increasingly branded, having opened its first O'Neills in 1994. The acquisition of Harvester in September 1995 was a turning point for the business, marking a significant commitment to the growing eating out market. In 1999 the group joined with Punch Taverns in a bid to acquire the pub estate of Allied Domecq, which enabled it to cherry-pick the best 550 sites, for conversion to its brands, out of the total estate of over 3000 pubs. By buying pubs the expansion of the business could grow further and the integration could prove more profitable than just producing the beer. With the pace of consolidation in the global brewing business starting to accelerate, the group saw the opportunity to realise significant value from its brewing business and entered into an agreement to sell Bass Brewers to major Belgian brewer Interbrew in June 2000, for 2. 3 billion.

This marked the final step in the refocusing of the group from a vertically integrated domestic brewer to a leading international, branded hospitality retailer - a process that had taken over ten years to complete. It also involved the sale of the "Bass" name and the subsequent name change to "Six Continents" to better reflect the global spread of the group's business. Investigation In the acquisition of Bass, Interbrew will have to look closely at economies of scale as well as the stakeholders who will be affected by the takeover. The main stakeholders in the business are: Shareholders Workers for Bass and Interbrew including Tenants Bass pubs Competitors Customers The shareholders would be affected because these people have a clear financial interest in the performance of the business.

They have invested money into the company through purchasing shares and they expect the company to grow and prosper so that they receive a healthy return on their investment. The return that they receive can come in two forms. Firstly, by a rise in the share price, so that they can sell their shares at a higher price than the purchase price (this is known as making a capital gain). Secondly, based on the level of profits for the year, the company issues a portion of this to each shareholder for every share that they hold (this is known as a dividend). The shareholders are also entitled to vote each year at the A. G.

M. to elect the Board of Directors, who will run the company on their behalf. The workers off Bass and Interbrew would be affected because if the acquisition goes ahead then the workers off bass could be made redundant thus creating downsizing. Bass Pubs will be affected because the takeover means that these pubs may be changed. Interbrew could decide to extinguish brands that arent making enough money and therefore consumers may find another brand not belonging to Interbrew in preference to Inter...


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