With the offset in a case, this project deals with the analysis of a possible strategic expansion in the field of microbreweries. Our case is a small microbrewery combined with a pub and a restaurant, called BrewPub. We are contemplating the possibility for them to expand by also producing their beer in bottles/cans and as a result become available on the marked of retail. We analyse this possibility by looking at their current strategy. Furthermore we apply a range of theories by the scholar Michael E. Porter. Amongst others we have used the value chain and the SWOT analysis to clarify the pitfalls that might occur in case of an expansion. We have also applied Porters Five Forces to gain information about the competition within the marked of microbreweries. The possibilities for expansion are discussed with a strategic objective, as well as how BrewPub can differentiate themselves from the numerous suppliers of micro brewed beer.
|Uddannelser||Virksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||23 jun. 2010|
- Five Forces