Содержание
1 Introduction 3
2 Choose a European company that is involved in the beer industry and give an overview of that company, its products and positioning 3
3 Explain how that company fits into a 5-forces model of the industry. This should include a clear description of all parts of the five forces model for that industry 6
4 Describe the international presence of the company. Which markets is it in? What is it's international strategy? What can you judge to be its strategy based on it's market presence? 8
5 Describe the company's presence and strategy in the Czech Republic 10
6 Suggest 2 new markets into which the company should expand. Explain why those are attractive markets 11
7 Analyze the strengths and weaknesses of the company in terms of it's international presence 12
8 Conclusion 13
9 Bibliography 1
Выдержка из текста
The brewing is industry is one of the most dynamically growing sectors of agricultural production. People around the globe like beer thanks to its low alcoholic content and light taste, and the brewing industry is constantly expanding the volumes of its production. Therefore, it is interesting to analyze this industrial sector from the perspective of market competition, strategies implemented by beer producers in order to withstand such competition, niches they find for promoting their brand products, etc. In this essay, I would like to focus on one particular company, one of the world’s major beer producers, in order to analyze its current market position, level of geographical presence (with a particular focus on the Czech Republic), and so on. Based on the findings of my analysis, I will provide recommendations for the chosen corporation to improve its operational results through changing the structure of international presence
Список использованной литературы
9 Bibliography
1. Simme D.P. Flapper, Jo van Nunen, Luk N. van Wassenhove. Managing Closed-Loop Supply Chains. Springer Science & Business Media, 2006.
2. Johan F.M. Swinnen. The Economics of Beer. Oxford University Press, 2011.
3. Tess and Mark Szamatulski. CloneBrews, 2nd Edition: Recipes for 200 Commercial Beers. Storey Publishing, 2010.
4. Sicco Van Gelder. Global Brand Strategy: Unlocking Branding Potential Across Countries, Cultures & Markets. Kogan Page Publishers, 2005.
5. Garrett Oliver. The Oxford Companion to Beer. Oxford University Press, 2011.
6. Richard George Wilson, Terence Richard Gourvish. The Dynamics of the International Brewing Industry Since 1800. Psychology Press, 1998.
7. Philip Van Munching. Beer Blast: The Inside Story of the Brewing Industry's Bizarre Battles for Your Money. Times Business, 1998.
8. Rajat K Baisya. Branding in a Competitive Marketplace. SAGE Publications India, 2013.
9. Fergus G. Priest, Graham G. Stewart. Handbook of Brewing, Second Edition. CRC Press, 2006.
10. Harish Maiya. The King of Good Times. CreateSpace, 2011