Executive sum-up

This study aimed to supply in depth position of a state and market comparing which focuses on the beer industry in both Italy and Canada. It provides the reply to the chief inquiry which market we are traveling to put in and why we should put in that state.

This study besides focuses on the chief similarities and differences between both markets of Italy and Canada. By comparing those differences and similarities we will eventually acquire to the decision that which state we are traveling to put in and explicate the ground why we want to put in that state. There are several factors which we are traveling to utilize to compare these two states they are as follows:

  • The cultural differences by Hofstede ‘s cultural dimensions.
  • Beer industry conditions in both states.
  • Macro-economy state of affairss in both states.
  • Alcohol Taxes and Duties Legislative Framework.
  • Market size of legal imbibing and buying population.
  • Major participants in beer industry of both states.


Beer is one of the most used drinks in the universe next to coffee and tea. The beer industry hence as we can conceive of is one of the biggest industries in the universe with many rivals inside of the industry. It is non surprising that many different sorts of beer and a assortment of trade names can be found in both Italy and Canada and both of the states has a long history of development of brewery industry every bit good.

In this article we are traveling to compare both of the states ‘ markets industry status cultural differences political background and so forth all those information will be taken into consideration and be processed to do the concluding determination on which county environment is more suited and good for us to put into.

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Some theories are traveling to be applied to analyze the cultural dimensions of both states such as Hofstede ‘s cultural dimensions and SWOT analysis Porter ‘s Five Forces Model.


What method do you utilize to roll up your factbook and why?

The methods i use to roll up my factbook is that I are traveling to use some models from respected writers that are most applicable to my chosen industry ( beer industry ) such as Hofstede SWOT analysis and Porter ‘s five forces.

What premier theory and attacks do you pull on and why?

Hofstede ‘s Cultural Dimensions

Hofstede measures the cultural dimensions differences in different states. There are five dimensions in this model viz. the Power Distance Index ( PDI ) the Individualism-Collectivism Masculinity-Femininity and Uncertainty Avoidance. Since Hofstede measures cultural dimensions therefore it will be used in the cultural system page of the paper when the cultural facets are discussed.

SWOT Analysis

SWOT is the abbreviation for Strengths Weaknesses Opportunities and Threats. It is an analytical model to assist sum up in a speedy and concise manner the hazards and chances for a certain company for my instance the beer industry in two different states Canada and Italy. The SWOT analysis looks into internal factors within the company/industry/country ( Strengths and Weaknesses ) and external factors outside the company/industry/country ( Opportunities and Threats ) . This method will finally assist us to look at the chief positive ( strength and chances ) and the negative ( failings and menaces ) sides of both states when comparing. Initially this should assist us make up one’s mind on which state would be most attractive to put in the beer industry. For this ground this method will be used at the terminal of the paper which will give us an conclusive overview of the both states.

Porter ‘s Five Forces Model

Porter ‘s five forces theoretical account argues that there are five forces in an industry to find the extent and graduated table of the competition. These five forces affect the industries ‘ attraction. It is an efficient tool to analyze competition in the industry. In this theoretical account five forces are the menace of replacement merchandises or services the menace of the entry of new rivals the strength of competitory competition the bargaining power of clients and the bargaining power of providers. The industry ‘s attraction is the primary and cardinal factor to make up one’s minding the profitableness and in any industry the regulation of competition will be reflected in any of the five competitory forces. The intent of Porter ‘s five forces is to demo the attraction of the beer industry in both Canada and Italy and to assist investors make up one’s mind in which state to come in in the beer industry besides it could assist companies to develop a peculiar scheme in the industry and this theory might be used in chapter which deals with market / industry conditions.

What method of informations aggregation and analysis do you utilize and why?

The methods i use to roll up my informations are seeking my university ‘s library faculties for utile academic articles and utilizing a mix of articles from writers known through literature and the Theory Tutorials for my Comparative Country Studies class. Of class the dependable information on Internet is besides consulted as extra beginnings and Is have besides analyzed the one-year study of the company.

The beer industry of Italy and Canada

In this subdivision relevant market conditions that apply to the Italian and Canadian beer sector will be explained. The market can be separated harmonizing to different factors like size and attraction every bit good. If we divide the market harmonizing the different market portions which single brewery holds we can see that there are several chief participant in the beer industry in both of the states.


Italy is celebrated for its vinos nevertheless it is non well-known for its ain beer. Generally talking Italy does n’t devour about every bit much beer as its European neighbor nevertheless there is a turning tendency of ingestion for beer in Italy the beer in Italy is non every bit widespread as in its European neighbors chiefly because there is a historical penchant for vino in the state.

Italian breweries have undergone a “ Renaissance ” in recent old ages. In fact merely in the past few old ages Italy has started holding beer imbibing and savoring competitions and many related festivals. Normally this kind of activity is reserved for vino nevertheless nowadays beer is gaining more and more regard from wine-preferred Italians and even many immature Italians prefer to back up their state ‘s beer industry instead than the wine industry now still the Italian beer industry has much infinite to turn and be developed.

There are some trade names of beer in Italy one of the oldest and most accepted breweries is Birra Peroni which was established in 1846 and the headquarter of Peroni is in Rome. Peroni ‘s most celebrated merchandise is a pilsner-style beer. Nastro Azzuro which is besides one of the few Italian beers that marketed all over the universe Nastro Azzuro is a instead light manner beer many breweries are crafting darker heavier beers that are bestiring involvement from new and experient beer drinkers likewise. In add-on to those elephantine breweries there are many microbreweries in Italy and they play a of import function and have a great part of the market every bit good. A microbrewery peculiarly additions attending from immature Italians is Birrificio Baladin the brewery entreaties to immature coevals through far-out advertizements and patronizing international music festivals and immature Italians think there ‘s room in the planetary beer market for some of their most outstanding brews.


Traditionally Canada ‘s largest brewing companies were Labatt ‘s and Molson. In 1995 Labatt ‘s was purchased by an Belgian company which is called Interbrew and it is now a portion of Brazilian-Belgian Anheuser-Busch InBev the universe ‘s largest brewing company and Molson the other largest beer company which was merged with US company Coors in 2005 and created a new company called Molson Coors which is the universe ‘s 5th largest brewing company now.

In 2006 with the purchase of Sleeman Breweries the largest staying Canadian brewery was purchased by the Japanese company which owned Sapporo Brewery The Canada ‘s beer production market is chiefly under control of many foreign multinationals. Approximately 90 per centum of beer gross revenues under license was of merchandise brewed domestically from non-domestic corporations by the terminal of 2006. American beers brewed under license dominate much of the market. For case in Canada by Labatt ‘s and Coors LightMolson, Budweiser is brewed under license.

The market in Canada for domestic beer is dominated by many foreign companies as we mentioned, which are Labatt Molson and Sleeman they are all foreign owned companies. The biggest Canadian owned brewer Moosehead breweries merely controls about 5.5 per centum of the Canadian market.

Country comparing

Macro-economic indexs


Canada population 33,487,208 ( July 2009 est. ) .

Italy population 58,126,212 ( July 2009 est. ) .

Economic freedom Canada universe rank 6.

Economic freedom Italy universe rank 87.


Fiscal freedom for Canada: 80.0.

Fiscal freedom in Italy 60.0

Canada investing freedom 75.0.

Italy investing freedom 75.0.



-GDP ( Buying Power Parity )

$ 1.335 trillion ( 2010 est. ) . Country comparing to the universe: 15.

$ 1.297 trillion ( 2009 est. )

$ 1.33 trillion ( 2008 est. )

-GDP Per capita ( PPP )

$ 39,600 ( 2010 est. )

state comparing to the universe: 22

$ 38,700 ( 2009 est. )

$ 40,000 ( 2008 est. )

-Inflation rate ( consumer monetary values )

1.6 per centum ( 2010 est. )

state comparing to the universe: 41

0.3 per centum ( 2009 est. )



-GDP ( PPP )

$ 1.782 trillion ( 2010 est. )

state comparing to the universe: 11

$ 1.763 trillion ( 2009 est. )

$ 1.857 trillion ( 2008 est. )

-GDP per capita ( PPP )

$ 30,700 ( 2010 est. )

state comparing to the universe: 43

$ 30,300 ( 2009 est. )

$ 31,900 ( 2008 est. )

-Inflation rate ( consumer monetary values )

1.4 per centum ( 2010 est. )

state comparing to the universe: 32

0.8 per centum ( 2009 est. )

Historical developments


Beer is known and drank in Italy really long clip ago Italians brewed and consumed the blond drink. It said that Roman Emperor Agricola was a fan of beer when he was the governor of Britannia and in 83 AD Roman Emperor Agricola raised to the imperial throne and came back to Italy he took three maestro beer makers with him from Glevum of which the antediluvian name Gloucester and opened the first existent “ saloon ” in Italy.

Nowadays beer is particularly loved by immature people in Italy which has been seen as an informal drink compared to the vino which is alway used in much more formal topographic points. Aperitif and vino savoring have now gained back to wine many insouciant drinkers nevertheless until a few old ages ago immature Italians really imbibe more beer than vino.

Pub-styled bars are still really popular in Italy and they have spread the love for the more alien trade names of beer: many of them serve Nipponese German Australian and East European beers along with the more known 1s brewed in the UK and Belgium. At least one bottle of “ Birra cinese ” ( Chinese beer ) is served on every tabular array of every Chinese eating house.


In the 17th century European colonists foremost introduced beer to Canada as Canada had an ideal clime for doing and hive awaying beer before infrigidation was introduced. Jean Talon built the first commercial brewery in Quebec City.

In 1668, more than a century subsequently when beer foremost came to Canada, a figure of commercial beer makers came out including some that subsequently became the samples of the Canadian beer industry: John Molson founded a brewery in Montreal in 1786 Alexander Keith inHalifax in 1820 Thomas Carling in London in 1840 John Kinder Labatt in 1847 besides in London Susannah Oland in Halifax in 1867 and Eugene O’Keefe in Toronto in 1891. G. Riley for “ an improved method of brewing ale beer porter and other maltliquors. ” was the really first one patent to be issued by the Canadian authorities on July 6 1842.

Prohibition in Canada did non last every bit long as in the U.S, and it was mostly effectual by the center of 1920s ( nevertheless in Prince Edward Island it ran from 1901 to 1948 ) . Nonetheless it still had a similar consequence of go forthing really few beer makers in Canada by the late 20th century, it was merely that there has been a resurgence and microbreweries have started. However in some states, brew saloons are still illegal.

Cultural system

Hofstede ‘s Cultural Dimensions of Italy and Canada

Power Distance



Uncertainty Avoidance



More corporate

More masculine




More individualistic

More feminine


Power distance

Canada is lower on the Hofstede ‘s power distance index than Italy Italy is in the center on the index by and large. Italian seems to anticipate differences in power between people. Canada ‘s Power Distance ( PDI ) is comparatively low compared to Italy the index of PD is 39 for Canada is still lower compared to a universe norm. This is declarative of a greater equality between social degrees including authorities organisations and even within households. This orientation reinforces a concerted interaction across power degrees and creates a more stable cultural environment.


The less corporate nature of Canada compared to Italy can be seen in many ways. In Canada, it is common for adult adolescents to populate with their parents for old ages in Italy and there are many household owned concern in Italy, even some really celebrated trade names. In Italy, concern is sooner dealt with people which you are familiar with. Unfamiliar invitees will non be invited into an Italian place. Canada has Individualism ( IDV ) as the highest ranking ( 80 ) Hofstede Dimension and is declarative of a society with a more individualistic attitude and comparatively loose bonds with others. The public is more autonomous and looks out for themselves and their close household members.


As we can see in the dimension index, Italy is a really masculine society and ranks somewhat higher compared to Canada. It said that even presents there are still many Italian work forces treat adult females with machismo. Even though there are more and more adult females in the working population today nevertheless, their Numberss are still little and few are in upper places due to the glass ceiling. The traditional Italian family are adult females, in most Italian households, adult females play the function who cook, clean the house and take attention of kids.

Italians place a really of import attending on material ownerships. As we all know that looking good is really of import for Italians, and like many feminine civilization Italians know how to bask their life. Italians is the sort of people who work in order to populate instead than some states people populating to work, aspiration and difficult working are non prevailing phenomenons in Italian civilization. Therefore I assume that beer as a informal drink it is more popular under this sort of cultural background instead than more formal cultural background states.

Uncertainty Avoidance

Italy avoids unsteadily more strongly than Canada. Generally talking Italians prefer to make concern with people they are familiar with. In add-on Italians prefer to hold some personal communicating with the people who they are traveling to make concern with before they approach to the serious concern speaking.

Political/Government System

Beer or malt spirits is defined as all fermented spirits brewed in whole or in portion from malt for the intents of the Excise Act grain or any cloying affair without any procedure of distillment nevertheless it does non include vino.

Italian Alcohol Taxes and Duties Legislative Framework



Beer ( 5 per centum ABV or 12? Plato )

0.12? per pint

Wine ( bottle 11.5 per centum ABV )

0.00? per 75 chlorine

As we can see in the tabular array of different rates of responsibility applies to beer in Italy which contains following degree of responsibility. Italy is a member of the European Union therefore it portions the Common External Tariff government. EU responsibilities are charged by the Italian Customs Agency on the CIF ( cost insurance and cargo ) value of the merchandise imported into Italy.

The Alcohol Act ( 2001 ) bans Television and wireless advertisement of alcoholic merchandises between 4PM and 9PM and prohibits alcohol advertizements from being shown on Television within 15 proceedingss before or after any kids ‘s plans. The Act besides requires a self-regulatory codification to be provided jointly by media companies publicizing bureaus and advertizers to regulate alcohol advertisement.

For the legal imbibing age there is no minimal age of legal imbibing. And the legal buying age of intoxicant is 16 and 18. South Tyrol prohibits both functioning and purchase for people under the age of 18 and to everybody in a province of alcoholism. Milan has enforced a prohibition on those under 16 buying intoxicant. Heavy mulcts are given to proprieters and parents if a dealing is completed.

Canadian Alcohol Taxes and Duties Legislative Framework



Up to 1.2 per centum intoxicant

$ 2.591/hectolitre

1.2 per centum to 2.5 per centum intoxicant

$ 13.990/hectolitre

Over 2.5 per centum intoxicant

$ 27.985/hectolitre

As we can see in the tabular array of different rates of responsibility applies to beer which contains following degree of responsibility:

  1. over than 2.5 percent absolute ethyl intoxicant as the per centum of the entire weight ;
  2. over than 1.2 per centum nevertheless under 2.5 per centum absolute ethyl intoxicant as the per centum of the entire weight ; and
  3. less than 1.2 percent absolute ethyl intoxicant as the per centum of the entire weight and for all beer incorporating more than 2.5 percent absolute ethyl intoxicant as the per centum of the entire weight the rate of excise responsibility is presently 27.985 dollar per hectoliter.

The excise responsibilities are non imposed on beer which is provided by a individual for personal or household usage or to be given off without charge and is non for sale commercially.

Canadian authorities showed how extremely they value beer production and its breweries by take downing the revenue enhancements exercised on beer production. This is a benefit to the industry. As one of the leaders of the whole economic system of Canada the beer sector is likely to keep these revenue enhancement benefits and other benefits might be offered every bit good to the beer sector to develop the Canadian beer industry.

The legal imbibing and buying age in Canada are both 19. However In some countries such as Ontario Saskatchewan British Columbia Newfoundland and Labrador Nova Scotia Northwest Territories Yukon and Nunavut underage imbibing under parental supervising is permitted with some limitations on one ‘s ain belongings in the states of New Brunswick andOntario and at place in the states of Prince Edward Island British Columbia and Saskatchewan. InBritish Columbia merely kids of the oversing parents non any other bush leagues such as invitees are allowed minor imbibing. Consumption of intoxicant in another individual ‘s place is capable to other Torahs.

Major participants

The brewing industry had become highly concentrated in Canada by the 1970s being dominated by merely three major companies which are Molson Labatt and Carling-O’Keefe. Canada ‘s largest brewing companies were Labatt ‘s and Molson as we mentioned in the old overview of industry status of both states. In 1995 Labatt ‘s was purchased by an Belgian company which is called Interbrew which is now portion of Brazilian-Belgian Anheuser-Busch InBev the universe ‘s largest brewing company and Molson the other largest beer company which was merged with US company Coors in 2005 and created a new company called Molson Coors and it is the universe ‘s 5th largest brewing company now. In 2006 the largest staying Canadian brewery was purchased by the Nipponese owned Sapporo Brewery Canada ‘s beer production has been chiefly under the control of foreign multinationals.

By the terminal of 2006 about 90 per centum of beer gross revenues was of merchandise brewed domestically under license from non-domestic corporations. American beers brewed under license dominate much of the market. For case Budweiser is brewed under license in Canada by Labatt ‘s and Coors Light by Molson. The market in Canada for domestic beer is dominated by Labatt Molson and Sleeman all foreign-owned companies. The largest Canadian-owned beer maker Moosehead breweries merely controls little part of the Canadian market.

Italy hosts a few breweries with the largest owned by the best known Italian and foreign trade names. Peroni ‘s brewery produces the best known Italian beer: “ la Peroni ” . Peroni besides produces the premium beer Mastro Azzurro and the trade names Wuhrer and lesser known Raffo. Heineken Italy brews it ‘s celebrated Heineken but has besides acquired the trade names Moretti Ichnusa Birra Messina and Dreher. Carslberg owns a few brewerys in Northern and Central Italy. In Northern Italy Forst brews its ain branded beer every bit good as the celebrated Menabrea. In Friuli Venezia Giulia the latest trade name of Italian beer Birra Castello has been active since 1997. Along with these large participants there are tonss of microbreweries – little graduated table breweries that produce little measures of beer they besides have premium quality.

Major determination of comparing and recommendations

Making a determination in which state to put is non so easy because of all those different discrepancies in both of the counties some of the discrepancies are strength for Canada nevertheless some of them are favourable for Italy.

In the first topographic point the revenue enhancement rates between Canada and Italy differ. In Canada the rates are comparatively lower than in Italy due to the fact that the revenue enhancement degree is comparatively high in the European context. In add-on to this the Canadian authorities reduced revenue enhancements even more to profit Canadian beer makers.

Second when a expression is taken at macroeconomic indexs like GDP per capita we see that Canada is a bit more favourable. However since this differences are so little both of the states that we have chosen are developed states and GDP per capita which above certain degree has a comparatively weak influence on the ingestion of beer. Therefore this factor is non likely to hold a important influences on the desicion of investing in the states.

Third the population above legal imbibing age in the markets has been calculated get downing from the age at which intoxicant ingestion is allowed. This would intend that we start numbering the population get downing from 18 old ages old in Italy ( some country start from 16 old ages old ) and 19 old ages old in Canada. We find that the comparative sum of people able to buy and devour intoxicant in Italy is larger than in Canada because the whole population is larger in Italy than in Canada and the population of legal imbibing age are besides higher in Italy than in Canada therefore the possible market in Italy are larger than in Canada.

Last when comparing markets harmonizing to its participants and their market portions we find that Canada has a more concentrated market with high market portion big participants and many little participants. Italy on the other manus has two old participants with a high portion and one smaller participant while the remainder of the market consists of truly little participants. It would hence be an advantage to put in the Italian market ; seeking to derive and increase a market portion because of the fact that there are many foreign participants already play really of import functions in the Canadian market Molson Coors Brewing company and Anheuser-Busch InBev have a market portion of 42,70 and 42,20 per centum severally. Third topographic point is hold by Moosehead Brewing company with a portion of 5,90 per centum. These three chief participants hold 90,8 per centum of the market in entire by volume.

Taking all those facts into consideration, I would state that Italy would be the state that we are traveling to put in. As we explained above we analysed both states SWOT, for Italy, the strength is market size, the failing is comparatively higher revenue enhancement rate on intoxicant, and the chances is that there are merely two large old participants and some utmost little participants deriving or increasing a portion is comparatively easy and the market of Italy are more possible because Italy still on the turning stage of beer industry. Furthermore since the age allowed to imbibe in Italy get downing from the age of 18 and in some countries are even lower to 16 and with more population in Italy hence the market is bigger in Italy than in Canada. In add-on nowadays the Italian authorities extremely values the Italian beer industry due to the impact on its economic system and therefore revenue enhancements are acquiring lower and lower. And the menaces of Italy is that new public policy may harm the beer industry, such as the advertisement policy we mentioned before which bans the ads of intoxicant in specific period of clip on Television.


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