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Essay / Research Paper Abstract
This 19 page paper looks at an example of a collaboration that turns into a joint venture and show how this fits it positively with the strategy of the company. The example chosen is the Brewery Group Denmark; BGD and their use of collaboration and joint ventures in distribution. The bibliography cites 8 sources.
Page Count:
19 pages (~225 words per page)
File: TS14_TEcolbgd.rtf
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Unformatted sample text from the term paper:
many companies that seek to use collaboration or joint ventures to compete. One such company is Brewery Group Denmark. The company has
been following an aggressive growth strategy but has been faced with several constraints, such as a budget. The main growth has been through exporting as well as the development of
new products and the acquisition of smaller breweries in the target countries. If we look at the way in which the company has developed a collaboration and then a joint
venture has aided the strategy of the company to grow. The Brewery Group Denmark have beers such as Faxe, Ceres and Thor and may be seen as a
company that, after merging to create strength, has managed to grow in a strategically 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. There has been 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
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