Page 8 - BrewDog Industry Analysis

Industry Trends

An industry trend is a perceived tendency of markets to

move in a particular direction over time. These trends are

classified as:

• secular for long time frames,

• primary for medium time frames, and

• secondary for short time frames.

A market trend is anything that alters the market the

company operates in.

Economic Trends

The performance of companies will be influenced by the

fortune of the industry to which it belongs. These
companies will not all have the same impact or influence on

the industry, but they will all nevertheless need some

assessment. Generally, the following trends will exert some
influence on the industry under examination and will allow,

when analysed, greater clarity to emerge on trends that are

impacting the industry.

Market size/share/growth

Economies of scale

Economies of scope