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Essay / Research Paper Abstract
This 8 page paper examines The Brewery Group Denmark: Faxe, Ceres and Thor case study and answers three questions. The first looks at the ways the company has expanding, including the use of exporting, acquisition, joint venture and strategic alliance. The second acquisition considers how the company has chosen to compete using differentiation and first mover advantage. The last part of the paper considers the impact and importance of the company structure. The bibliography cites 6 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEBGDenk.rtf
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Unformatted sample text from the term paper:
advantageous way maximising their returns whilst, in most cases, minimising risk without overly reducing the returns. When it comes to market entry strategies there are many choices. We see
the use of merger with BGD., there has been the use of acquisition, as seen in the UK with the purchase of Cains in Liverpool, exporting for Brazil and
Italy, in line with a strategic alliance in Italy to reduce the transportation costs, and we see the use of agents in Russia and also direct exporting though a distributor
in China. The distribution has seen the clever use of strategy with a strategic alliance and a joint ventures with horizontal and vertical integration. They had chosen a different
approach from Carlsberg who had looked to use licensing, which has resulted in higher levels of brand sales, but BGD has ended up as the largest Scandinavia export company. By
looking at the different methods that have been used we can assess the benefits and how difficulties may be minimised. Exporting is seen as a major entry method into
local markets. This may be seen as the most straight forward way of expanding into another country or area. It involves the manufacturing of the goods in the home
country where the facilities already exist. This means that there is no need to find new premises or facilities in a new area and as such the need for capital
is reduced. Therefore the capacity of the existing facilities will need to be capable of expansion. The advantage of this is the lack of additional facilities required and the retained
control at the existing plant. Once goods are produced they need to be exported to the country concerned. This method of entry supports the maintenance of the competitive advantage
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