International expansion of a small brewery

Sergei Vilkov

Bachelor's thesis

Abstract:

This bachelor 's thesis is dedicated to the commercial expansion of the small German brewery Schlossbrauerei Irlbach GmbH and Co . KG, which produces Irlbacher Premium beer in western Europe. The main goal of the work is to search for new international markets suitable for the production of brewing products. The thesis is divided into theoretical and practical parts. The theoretical part contains an introduction, which briefly defines the concept of trade expansion, and the first chapter, which characterizes the motives for firms entering into foreign markets and certain forms of expansion. The second chapter is dedicated to the search for an international market suitable for the promotion of Irlbacher Premium beer. For this, a comprehensive marketing study of this product was carried out according to the 4 P scheme. A comparative analysis of production and sales over the past 5 years was also carried out At the end of the work, the Irlbach brewery was given recommendations on the most suitable mode of entry to choose entering the Spanish market, on finding new partners, and on adapting the product. Recommendations were also given on changes in the company's activities in terms of pricing and marketing strategy.

Abstract:

This bachelor 's thesis is dedicated to the commercial expansion of the small German brewery Schlossbrauerei Irlbach GmbH and Co . KG, which produces Irlbacher Premium beer in western Europe. The main goal of the work is to search for new international markets suitable for the production of brewing products. The thesis is divided into theoretical and practical parts. The theoretical part contains an introduction, which briefly defines the concept of trade expansion, and the first chapter, which characterizes the motives for firms entering into foreign markets and certain forms of expansion. The second chapter is dedicated to the search for an international market suitable for the promotion of Irlbacher Premium beer. For this, a comprehensive marketing study of this product was carried out according to the 4 P scheme. A comparative analysis of production and sales over the past 5 years was also carried out At the end of the work, the Irlbach brewery was given recommendations on the most suitable mode of entry to choose entering the Spanish market, on finding new partners, and on adapting the product. Recommendations were also given on changes in the company's activities in terms of pricing and marketing strategy.

Keywords

expansion, coverage complex, market consumption, market size, competition, entry into the international market, market strategy, environment distribution

Keywords

expansion, coverage complex, market consumption, entry into the international market, environment distribution, market size, competition, market strategy

Language used: English

Date on which the thesis was submitted / produced: 29. 4. 2023

Thesis defence

• Date of defence: 30. 5. 2023
• Supervisor: Vadim Semenenko
• Reader: Rafael San José Iglesias

Vysoká škola ekonomická v Praze

Bachelor programme:
International Business