Case StudyUNITED BREWERIES LIMITED: BALANCING GROWTH AND PROFITABILITY IN A REGULATED MARKET
Mr. Rajneesh Kumar , Ms. Sakshi Gupta & Dr. Shashank Goel, MIET Business School, Meerut
Strategic Pricing, Pricing Strategy, Profitability Management, Revenue Management, Growth Strategy, Competitive Strategy, Market Regulation, Regulated Markets, Alcoholic Beverages Industry, Beer Industry, Market Competition, Cost Management
Abstract: In this case study, the reader will study the scenario of UBL, the biggest beer producer in India with an expected sale of Rs. Rising packaging, logistics and energy costs and operating under state controlled alcohol pricing has led to a 400–500 crore profitability impact. Students analyse strategic options such as selective pricing, cost optimisation, premiumisation and market withdrawal in structurally unprofitable markets.
Learning Objectives
- Analyse strategic dilemmas with regulation.
- Use SWOT and Porter's 5 Forces analysis.
- Evaluate stakeholder interests.
- Recommend strategic alternatives.
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Pub Date:03 Sep 2026 -
Source:ICRC -
Discipline:Marketing Management,Strategic Management,Financial Management -
Product#:3262 -
Keywords:Strategic Pricing, Pricing Strategy, Profitability Management, Revenue Management, Growth Strategy, Competitive Strategy, Market Regulation, Regulated Markets, Alcoholic Beverages Industry, Beer Industry, Market Competition, Cost Management -
Length:Pdf : 7 page(s) ,
Case Study