Strategic Management
Table of contents
I. Executive summary …………………………………………………………………..p.2
II. Internationalization
2.1Introduction and purpose of an internationalization plan …...………………………………………………………..……………………………….…..…p.3
2.2 Internationalisation plan based on mission and vision of the company…………………………………………………………………………………..……p.3
III. International Market Selection………………………………….............p.4
IV. Market opportunities……………………………………………………………….p.5
V. Marketing objectives……………………..……………………………………………...p.5
VI. Benchmarking...………………………………………………………………………p.6
VII. Internal analysis- SWOT
7.1. Strengths. ……………………………………...…………………………………….p.7
7.2. Weaknesses………………………………………………………………….…......p.7
7.3. Opportunities………………………………………………………………………….p.7
7.4. Threats…….…………………………………………………………………………….p.8
VIII. External analysis- PEST Analysis
8.1. Political factors………………………………………………………………………p.8
8.2. Economic factors……………………………………………………………………p.8
8.3. Social factors...………………………………………………………………………p.9
8.4. Technological factors….…………………………………………………………p.9
IX. Segmentation
9.1. B2B market….……………………………………………………………….………p.10
9.2. B2C market….……………………………………………………………….………p.10
X. Competitor analysis….………………………………………………...………….p.11
XI. Conclusion ….…………………………….……………………………….………….p.12
XII. References ……….……………………………………………………….…………p.13
XIII Bibliography …………………………………………………………………………p.14
XIII. Appendices.................................................................p.15-17
I. Executive Summary
The report argues on whether the company should internationalise and open a new BrewDog Bar in a foreign market, taking into consideration the main purpose of the internationalisation plan and the main theories. Included is also a research of the market opportunities on the French craft beer market with local competitors, market which is showing good signs of improvement over the last years, as many young people consume beer more often than the
I. Executive summary …………………………………………………………………..p.2
II. Internationalization
2.1Introduction and purpose of an internationalization plan …...………………………………………………………..……………………………….…..…p.3
2.2 Internationalisation plan based on mission and vision of the company…………………………………………………………………………………..……p.3
III. International Market Selection………………………………….............p.4
IV. Market opportunities……………………………………………………………….p.5
V. Marketing objectives……………………..……………………………………………...p.5
VI. Benchmarking...………………………………………………………………………p.6
VII. Internal analysis- SWOT
7.1. Strengths. ……………………………………...…………………………………….p.7
7.2. Weaknesses………………………………………………………………….…......p.7
7.3. Opportunities………………………………………………………………………….p.7
7.4. Threats…….…………………………………………………………………………….p.8
VIII. External analysis- PEST Analysis
8.1. Political factors………………………………………………………………………p.8
8.2. Economic factors……………………………………………………………………p.8
8.3. Social factors...………………………………………………………………………p.9
8.4. Technological factors….…………………………………………………………p.9
IX. Segmentation
9.1. B2B market….……………………………………………………………….………p.10
9.2. B2C market….……………………………………………………………….………p.10
X. Competitor analysis….………………………………………………...………….p.11
XI. Conclusion ….…………………………….……………………………….………….p.12
XII. References ……….……………………………………………………….…………p.13
XIII Bibliography …………………………………………………………………………p.14
XIII. Appendices.................................................................p.15-17
I. Executive Summary
The report argues on whether the company should internationalise and open a new BrewDog Bar in a foreign market, taking into consideration the main purpose of the internationalisation plan and the main theories. Included is also a research of the market opportunities on the French craft beer market with local competitors, market which is showing good signs of improvement over the last years, as many young people consume beer more often than the
References: 1. Alexander, N. (2000).The retail internationalisation process, International Marketing Review, Volume: 17, Issue: 4, pp. 334-53. 2. BrewDog Plc, 2011. [online] Available from: http://www.brewdog.com [Accessed on 15th July 2012]. 5. Equity for Punks, 2012. [online] Available from http://www.equitypunks.com/uploaded_files/Consolidated%20Accounts%202011.PDF [Accessed on 8th of July 2012] 6. France Diplomatie, 2011 7. Hadley, R., D. and Wilson, I., M., 2003. The Network Model of Internationalisation and Experiential Knowledge. International Business Review, Volume: 12, Issue: 6, pp. 697-717. 8. Kaplan, R.S., 1986. The role for empirical research in management accounting. Accounting, Organisations and Society, Volume: 11, Issue: 4, pp. 142-55. 9. World Bank, 2011. [online ] Available from: data.woldbank.org [Accessed on 29th July 2012]. 10. Yeniyurt, S., Cavusgil, S.T., and Hult, G., 2005 Bibliography 1. Aaker D., A., and McLoughlin D., 2010 2. Avery, G., and Baker, E., 1990. Psychology at Work, 2nd ed, Prentice Hall, London. 3. Baker, M., J., 1999. The Marketing book, 4th edition, Butterworth-Heinemann 4. Drummond, G., Ensor, J 5. Drummond, G., Ensor, J. And Ashford, R., 2011. Strategic Marketing Planning and Control, 4th edition, Butterworth-Heinemann, Oxford. 6. Hingston, P., 2001. Effective marketing. Dorling Kindersley, London 7. Heenan, A.D 8. Hollensen, S., 2010. Global Marketing : a decision-oriented approach, 5th ed, Pearson Education. 9. Jobber, D., 2010. Principles and practice of marketing., 6th edition, McGraw-Hill Education 10. Michaelson, G.,A., and Michaelson S.,W., 2003 11. Thomsett, M., C., 2006. Getting Started in Fundamental Analysis, John Wiley and Sons XIII. APPENDICES