Brewery Group Denmark

International
Strategies

BGD identified customers needs tastes and drinking

habit globally and chose some particular countries such
as:

Italy

Germany

Brazil

Russia

China

Italy

Same distribution line for beer and meats

Italian culture- high demand in beer instead of

wine

spending a lot in restaurant bars and disco

Imported product create a premium brand

name

Germany

Special border trade

Avoid paying the high duty

Market potential and demand

Government policies

Canned beer is accepted in Germany

Brazil

Government policies encourage import

Including co-operate with Caf Bom Dia on

distribution

By using their empty containers to save cost

Russia

Huge market and high demand in beer

Decision between two distributors

Decided one of the major distributors, which

has a sophisticated operation in distribution
system

China

High growing rate in beer market

Positioning at blue collar

Spent three year to find the local distributors

to save cost

The distributors is government-owned

organisation and never sell the beer product
at that time

The Drink Market

The BDG company should not expand their business in

UK because according to the The Drink Market report
shown that the alcohol market in UK is declining, most of
the people in UK is looking for the healthy movement.

The growth of the market is declining due to pressure on

drinks prices.

Hard to expand their business because there have more

than 700 companies are involved in the drink industry

Even the population in UK is increasing , it doesnt mean

the drink industry cannot expect to grow much.

Apply Porters Generic Strategies

Differentiation and Focus.

Changes and Recommendation

Within some of the country, their product could be brewed in domestic factory

Increase the competitive advantages by reducing the cost

Increase wide range of products to satisfied the different market and increase market share

Launch the beer in lower price range

Co-operate with the hyper market and increase the distribution coverage

Hard to expand their business because there have more than 700 companies are involved in
the drink industry

Expand the product supply to neighbor countries

For the Chinese market, their product can targeting at medium-income consumer.

Latest technology to improve the packing

More intelligent distribution system to save cost

Advance marketing strategy to earn profit and expand business globally