To export beers in the French market is quite different than selling it in Denmark. The concept of the company is selling a very wide range of products. Due to the success achieved in other Nordic Countries we thought it would be interesting to see if Harboe would succeeds in the French market assuming that there are certain similarities between the countries in North and can lead to the same enthusiasm for beer that is seen in Denmark and Sweden. How attractive could the range of Harboe's drink be in the French market and what could be the best entry mode for this market? - How is the customers demand (for beers) on the market? - What is the degree of competition within the industry? - What is the estimation of a potential turnover for Harboe on the French market? - Which strategy should Harboe use to enter the French market? We will describe, analyze and evaluate Harboe's export experience and the attractiveness of the French market with an illustration of the demand and competition. In the light of this study, we will find the most advantageous strategy to enter the market. The definition of an attractive market is a market where Harboe is able to achieve a reasonable demand, a degree of competition and a positive estimation of the market. To enter the market, we mean the theory and the strategy Harboe should follow to obtain a profitable business with the best possible terms.
[...] Senior executives of companies and the groups in which the professional jobs are included which include high income and are more or less stable. The lower class comprises blue-collar jobs where many people are in food- service jobs or work in retail. The unemployment level and the low living standards are very common in this group. Due to the shift to industry, the number of blue-collar jobs has decreased and the workforce in the civil service section has steadily increased. [...]
[...] It is presented and promoted along with a well-known French brand. An x-coalition can also be an idea if Harboe can find a partner with the opposite core competence that can complement any weaknesses that Harboe might have. Harboe could outsource sales and services, and otherwise take care of the rest of the upstream and downstream activities themselves. Harboe might not be interested in overtaking part of the partner's production activities, because it would increase the risks and probably give them a higher production cost. [...]
[...] Outbound: As we said, Harboe distributes its products in the entire world. In Denmark, this company has very means of distribution. It distributes its products in in supermarkets, and in gasoline stations. It is very important for the brand that its products are presented in Denmark in many places. Vertical Integration: Harboe controls the entire supply chain. They have control with their breweries whom they choose carefully and they follow the beers during packaging, transportation to the retailers and on to the consumers. [...]
[...] SWOT W S Brand Economy Too few breweries Export experience Location of breweries Their product O T Give licenses The declining beer marked in France Joint venture A lot competitors Substitute products One of Harboes strengths are there economy. We can see in their annual rapport that they have a capital on 696,947,000 kr. which we must say are a good starting point if you are going to export. An experience is good to have no matter what. Harboe are already exporting their products to 50 countries and have breweries in three countries. [...]
[...] The reason why we choose to analyse these two countries and compare them, is because Harboe has a factory in Germany, and we would like to know if it's cheaper for Harboe to produce in Germany and export to France or to license a factory in France to product and sell the Harboe's beer. The other reason is to make an insight of the economy situation in Denmark, and let them decide if Harboe have a strong enough economy to import via the German brewery and to survive in France. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
