This project is a part of the internal assessment for the subject Marketing Strategy. We optedfor Porter’s Five Forces as it covered the whole demand and supply chain of a product. Wechoose Kingfisher and Fosters to understand supply chain with regard to the followingaspects.
Potential Entrants – Threat of new entrants
Buyers – Bargaining power of buyers3.Substitutes –
Threat of substitute products or services
Rivalry among existing firms4.Suppliers - Bargaining Power of Suppliers
Other Stakeholders – Relative Power of Union, Governments etc.We have taken two leading brands in the beer segment. This segment has not been studied indetail, so we thought that we will get a lot to learn by studying this segment. This segmenthas a great growth potential, especially in a country like INDIA. So we surveyed thecustomer and the retailer to learn about this segment in detail with regard to the Porters FiveForces model.