Développement d'une stratégie et d'un plan d'exportation de bières belges vers le marché européen - Cas de l'entreprise Belgium Peak Beer
Ernst, Chloé
Promotor(s) : Hazee, Simon
Date of defense : 3-Sep-2019/10-Sep-2019 • Permalink : http://hdl.handle.net/2268.2/8000
Details
Title : | Développement d'une stratégie et d'un plan d'exportation de bières belges vers le marché européen - Cas de l'entreprise Belgium Peak Beer |
Author : | Ernst, Chloé |
Date of defense : | 3-Sep-2019/10-Sep-2019 |
Advisor(s) : | Hazee, Simon |
Committee's member(s) : | Santino, Anthony
Corteil, Jean-Marc |
Language : | French |
Number of pages : | 119 |
Discipline(s) : | Business & economic sciences > Multidisciplinary, general & others |
Institution(s) : | Université de Liège, Liège, Belgique |
Degree: | Master en sciences de gestion |
Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[fr] The purpose of this thesis is to help the company Belgium Peak Beer to export its beers. Created in 2016, Belgium Peak Beer is a Belgian microbrewery that is looking to expand its activities to international markets given its success on the national scene.
The goal of this report is to propose an internationalization strategy to the company. To do so, a methodology consisting of five steps is proposed.
First, the reasons for internationalization will be explored. It consists of analyzing the motivations the company faces for such a project. Moreover its capabilities for going abroad will be evaluated. This kind of process requires time and money, so it’s important to know what the company is able to do before starting the implementation.
Secondly, the market selection process is developed based on an Attractiveness-Feasibility matrix. After the analysis, Luxembourg stands out from the crowd and seems to be the ideal candidate for a first exportation. Thereafter, the Luxembourg market will be considered in more depth, including the quantitative study of the Luxembourg consumer in order to understand his beer consumption habits and his feelings towards the brewery’s products.
The third step will consist of defining the most suitable entry mode the company should use in this case. The advantages and the disadvantages with the chosen entry mode will be looked at.
Then a global marketing program will be designed based on the traditional ‘4P’ marketing mix and on the answers of the Luxembourgers interviewed for the questionnaire.
Finally, the last step is the implementation on the target market. This part will not be discussed in this paper. Indeed, this is the company’s task, more specifically the one of the sales representative, in the near future.
At the end, a brief summary will be provided and some recommendations will be handed to the company.
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