Brewery industry in Europe

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CHAPTER 1: INTRODUCTION

Overview

This paper consists of seven chapters:

  • Chapter 1 explains the aim of the given topic, describes the brewery industry in Europe, and focuses the development of the brewery industry and polish economy after the fall of a communism in 1989
  • In chapter 2 I decided to present a theoretical background of the strategy and macro-environment theory
  • Chapter 3 focuses the research methodology and approach that was taken in order to analyse it
  • Chapter 4 describes the market analysis, and shortly considers the competition
  • Chapter 5 is about the internal analysis of Royal Unibrew Poland. It presents strategy of the company, its mission and vision of the development. Marketing mix was taken into consideration as well.
  • Chapter 6 was devoted to the analysis of the gathered data
  • And in chapter 7 there are presented conclusions and recommendations for the future

Topic and purpose of thesis

Strategy is an incremental part of every company, and its success depends mainly on the way it is developed and implemented. Expansion to the foreign markets requires long-term planning and thus good preparation. These factors influence the company’s current and future position on the chosen market. The aim of my thesis is to prove that well-developed strategy is the main key to success in expansion to the foreign markets, and it will be based on the case of the polish branch of the Dutch brewery company, Royal Unibrew. Royal Unibrew entered the polish market in 1995, and since this year it has become one of the leading beer producers in Poland. This country has become an opportunity for the foreign investors after the fall of the communism in 1989. Royal Unibrew decided to wait a few years until the polish economy stabilizes, then entered the brewery market and invested in its significant brands. Its further successes were supported by the well-derived strategy, acquaintance with the polish culture, potential customers needs, and rules of the new market. Strategies vary along with the cultures and Case of Royal Unibrew investing in Poland is a great example of the successful foreign investment, which required a clear vision of the company’s long-term future, supported by a lot of effort, budget, and experience of the management. Strategy plays here a very important role, and therefore it is considered in the topic of this thesis. Strategy is a part of the vision. is a part of the strategy. Therefore implementation of the strategy Why is the strategy so important for the company? Why is the strategy so important? There is no victory without a good plan of campaign. Strategy is a long-term plan, connected with the current and future position in the environment, and consistent action plan, which helps achieve the goal that has been set earlier. It differentiates one company from another, and separates winners and losers. However, the company cannot focus too much or too less on its vision,

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