Reacting to changing market conditions and customer preferences is important for any business, large or small, and it can be argued that smaller to medium-sized firms are better able to react to change than larger firms. Henry Weston started his cider-making business in 1880 and it is unlikely that he would recognise the transformation that his business has undergone in the last century and, more importantly, the last decade.
The cider market is dominated by a small number of large firms, but the growth of the market in the last 5 years has been phenomenal, mainly as a result of clever marketing. Previously, cider was thought of a cheap drink for teenagers. However, a breakthrough marketing campaign by Magners Cider made people believe that the best way to enjoy cider was ‘over ice’ and it became a drink of choice — not just on a summer’s evening but throughout the year. Sales of cider have since increased 9% year on year and cider now accounts for over 8% of all the alcohol sales in the UK. This growth has provided opportunities for the smaller firms, such as Westons, to benefit.
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