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Question Content AreaThe craft beer industry is becoming a dominate force in the industry, leading to a decline in sales of larger domestic beers. This turn of events is a direct result of the:

a$.$ general environment.

b$.$ competitor analysis.

c$.$ industry environment.

d$.$ competitor environment.

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Correct. Industry Environment is the set of factors that has a direct influence on a firm and its competitive actions and responses including: the power of suppliers, power of buyers, and the intensity of rivalry among competing firms.

$2-1-$ The General, Industry, and Competitor Environments

Question Content AreaAs discussed in the video, the craft beer industry has been able to capture $11\%$ of overall beer sales, while occupying only $6\%$ of the market. This financial review of the external environment is which step in the environmental analysis process?

a$.$ Scanning

b$.$ Monitoring

c$.$ Forecasting

d$.$ Assessing

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Correct. Monitoring observes changes to see an important trend emerging.

$2-2-$ External Environmental Analysis

Question Content AreaIn an effort to gain better control of the market, the video mentioned a possible $$20$ billion merger between Anheuser$-$Busch and the brewer of the popular Mexican beer Corona. This would be an example of a force within the political$/$legal segment. Why is the U$.$S$.$ Justice Department trying to stop the deal?

a$.$ The deal could automatically shut down craft beer breweries to make space for the merging breweries.

b$.$ The deal could result in less competition by limiting smaller brewers' access to the market.

c$.$ The deal could lead to lower prices and more products.

d$.$ The deal could lead to smaller breweries being bought out by their larger competitors.