In the latter years the volume sales of the Danish brewery industry is declining, in the following pages you will find out the reasons why. The aim of this project is to reveal the opportunities and threats that Royal Unibrew A/S could face. Royal Unibrew A/S is the second largest brewery group and largest beer exporter in Scandinavia. Its head office is located in Faxe, Denmark and the Group comprises of 12 breweries and one soft drink producer. In Denmark the Group owns the breweries: Albani, Ceres and Faxe and Thor. In all Royal Unibrew employs about 2,650 people world-wide and exports to approximately 65 countries throughout the world with focus on the markets in Northern Europe, Italy and the international markets for malt drinks in Africa and the Caribbean. The net revenue in 2007 was approximately DKK 3.9 billion.
[...] This analysis shows that Denmark has one of the most dynamic brewery industries. A big challenge faced on our brewery future with a lot of threats, discount and economy market decreasing, a possibility of an aggressive strategy by Carlsberg “price predator”. Although in the latter years there was a decline of 16% in the consumption of beer over 2003 to 2008, the market offers some opportunities as increasing popularity of international brands, Royal Unibrew made a good use of it making an agreement with Heineken, the first imported beer in this country. [...]
[...] The company still has to build the Royal brand to become more popular, to win people's trust and to grow bigger and better. For the other regional beers like Albani(in Funen), Ceres(in East Jutland), Maribo(in Falster), Thor(in Aarhus) we could not find the market growth share for each region and also their competitors from that region. But seeing the figures we can suppose that these four beers are “Cash Cows” in their regions because they are very popular and also they have a big tradition behind them, but there isn't margin to win marketing share as the flat sales show. [...]
[...] Royal Unibrew A/S operates on both BtB (business to business) and BtC (business to consumer) markets. A BtB market is the group of customers that include manufacturers, wholesalers, retailers and other organizations. Our firm focus on the submarket BtR, business to retailers. The main customers for our brewery are resellers and distributors which have made an agreement with Royal Unibrew, they include pubs, bars, disco, restaurants and also supermarket. Through the retailers Unibrew reaches end-users, consumers, men and women from 16 years old which form the BtC market. [...]
[...] Information Respond to environmental cues processes (store signs, displays, ads) Needed marketing Spread awareness and corporate identity, and provide action environmental cues at point of purchase with store signs and promotion to create brand loyalty. Occasion: When does the market buy? BtC Alcoholic drinks as beers are usually consumed in the evenings or at weekends since most workplaces have a non-alcohol policy. Consumption and purchasing increase during summer, a cold season like last year could affect the selling out. Outlets: Where does the market buy? BtC We can split where the market buys into two main different areas. “On- trade” and “Off-trade” market. [...]
[...] So far Heineken is a significant strategic partner for Royal Unibrew in Denmark. Since 2002 Heineken has been bottled, distributed and sold in Denmark by Royal Unibrew. In the Spring 2007 this agreement was further expanded with an agreement of licensee production of Heineken larger at our brewery 'Ceres' in Aarhus, Denmark. The first Danish brewed Heineken larger is expected to be in the market beginning 2008. As an article, published on the Alacra Store the Premium Business Information Source, said in October 2008, undisclosed sellers were rumored to be seeking a buyer for Royal Unibrew A/S. [...]
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