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Information: Your role is a consultant, hired by the Board of Directors of Molson Coors, to write a report to them about the state of the beer industry in the USA. The article “America’s Long Love Affair With Beer Is on the Rocks (see link below) will help you get started on your research about this important industry. Your report to the Board of Directors is about the industry and the macro-environment- not about the company. The key tool for industry analysis is Michael Porter's Five Forces Model (Chapter 3). It would be difficult if not impossible to conduct a good industry analysis without understanding and applying this tool. your report is based on where the industry is now! In addition to this article, you should use at least three other recent authoritative sources. Authoritative sources include, but are not limited to, the Wall Street Journal, Fortunes, Bloomberg, Reuters, World Bank and IBIS World, Mergent Online.

Request: briefly present two alternative strategic actions they might follow to take advantage of opportunities or avoid risks or both

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Current State of the Industry: Beer Industry.

The current state of the beer industry in the United States of America is a fascinating topic in today's market. Several factors need to be taken into consideration when analyzing the current market. Domestic beers are starting to take a backseat when compared to the craft beers available from small breweries. According to Pest Analysis, craft breweries increased sales by as much as 5% in 2017 compared to only 1% for domestic breweries (Frue, 2018).

There has been an increase in the number of microbreweries by six-fold during the last ten years (Thompson, 2018b). This trend is surprising as the US beer industry is a 200-year-old industry. These micro-breweries are responsible for the craft beers that new beer drinkers are drawn towards when they enter the world of beer. It is worth noting that while the microbrewery segment is budding, consumers still opt to experiment with both international and locally produced premium beer varieties and the general outlook from most brewers is that premium brews will always dominate the market. Additionally, super premium brands are also expected to experience rapid growth during the 2017 to 2025 forecast period. For instance, Lager beer dominates the global beer market since it has a high approval rate among consumers compared to other types of beer as shown in Figure 1....

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