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The PESTEL macro-environmental framework has also been considered.
In the brewing industry, there are market drivers used as globalisation drivers, Levitt’s (1983) claims that customer needs are homogenizing, in this case, there are common customer needs for beer consumption worldwide; moreover, increasing number of markets (such as some emerging markets in CEE countries) and increasingly global customers also drive S&N to be global, in this case, there are increasing beer consumption trends in emerging markets, such as in China, Russia and Mexico. Therefore, it is essential for S&N expanded globally in order to increase competitiveness and strengthen market positions worldwide, especially in growth markets...
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