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1、http:/ 留学生论文专业定制代写网站留学生Essay写作欧洲啤酒业分析CHAPTER 1:INTRODUCTIONOverviewThis 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
2、In chapter 2 I decided to present a theoretical background of the strategy and macro-environment theoryChapter 3 focuses the research methodology and approach that was taken in order to analyse itChapter 4 describes the market analysis,and shortly considers the competitionChapter 5 is about the inte
3、rnal 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 dataAnd in chapter 7 there are presented conclusions and recommendations for t
4、he futureTopic and purpose of thesisStrategy 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 companys current and futur
5、e 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 19
6、95,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
7、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
8、the successful foreign investment,which required a clear vision of the companys 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
9、.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
10、 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,because the result may be tragic, for example it influences board problems in
11、 personnel,quality,or poor productivity.If we ask any manager about vision of the strategy,he or she is going to give a broad range of different solutions,in order to make person understand difference between corporate strategy and operational planning.Companies Strategy as a determinant of business
12、 success in the expansion to the foreign markets:The brewery industry market in Europe and CEE Main players on the marketBrewery industry is one the most developing branches in the world. Constantly increasing beer consumption,changing habits of the consumers often looking for the low percentage bee
13、rs and the developing technology have a strong influence on the further development of the beer industry.European market is rich in different brewery brands,and it is the region, where beer is mostly consumed in the world(http:/www. entrepreneur. com/tradejournals/article/163751154.html).However,the
14、ir position on the market depends on the sales,and therefore some of them stick only to the domestic market and become local leaders(for example Froya Bjr,the only producer of beer and soft drinks in the Faroe Islands,close to Denmark).Thus,basing on the data from the year 2007,there are ten main pl
15、ayers on this market in Europe:Heineken,Interbrew/ Ambev,Carlsberg,S&N, SABMiller,Radeberger Gruppe,Coors,Anadolou Group,Mahou S.A.and Bitburger.These brewery groups compete very aggressively with each other and promote themselves on each possible occasion(f.ex.Oktoberfest in GermanyHeineken,or Worl
16、d CupsCarlsberg).They have an advantage over the rest of the brewery companies,because they possibly often use all marketing tools channels,in order to attract peoples attention:TV commercials,internet pop-ups,radio commercials,billboards,posters on bus or train stations.Their strategies are professionally reconsidered and promotion campaigns easily remembered.The meaning of the brewery indus
