Which of the Europe's Beer Markets offers the highest unrealised Market Potential?

Table of Contents

1. PURPOSE AND OBJECTIVES OF THE PROJECT

2. BACKGROUND AND ISSUES

2.1. BACKGROUND

2.2. ISSUES

2.2.1. Market viability

2.2.2. Commercial viability

2.2.3. Technical feasibility

3. LITERATURE REVIEW

3.1. ENTRY STRATEGIES FOR INTERNATIONAL MARKETS BY FRANKLIN R. ROOT

3.2. GLOBAL MARKETING STRATEGY BY SUSAN P. DOUGLAS AND C. SAMUEL CRAIG.

3.3. GLOBAL MARKETING STRATEGY BY J.P. JEANNETT AND H. D. HENNESSEY

3.4. MARKETING IN THE INTERNATIONAL ENVIRONMENT BY E. CUNDIFF AND M. T. HILGER

3.5. GLOBAL MARKETING MANAGEMENT BY W. KEEGAN

3.6. GLOBAL MARKETING BY SVEND HOLLENSEN

3.7. INTERNATIONAL MARKETING’ BY L. S. WALSH

4. THE QUESTIONS

4.1. CONSUMER

4.2. COMPETITORS

4.3. MERCHANTS

4.4. INDUSTRY

4.5. LEGAL

4.6. POLITICAL

4.7. FINANCIAL

4.8. INFRASTRUCTURE

4.9. DISTRIBUTION

5. METHODOLOGY

5.1. THE INDEXES

5.1.1. The indexes for the screening

5.1.1.1. Market viability

5.1.1.2. Commercial Viabilities

5.1.1.3. External Technical feasibilities

5.1.2. The sub indexes for the screening

5.1.2.1. Sub index consumers:

5.1.2.2. Sub index merchants:

5.1.2.3. Sub index competitors:

5.1.2.4. Sub index industry

5.1.2.5. Sub index Political

5.1.2.6. Sub index Legal

5.1.2.7. Sub index Financial

5.1.2.8. Sub index Infrastructure

5.1.2.9. Sub index Distribution

5.2. THE CRITERIA

5.2.1. The criteria for the preliminary and secondary screenings

5.2.1.1. Population size

5.2.1.2. Market size

5.2.1.3. Market growth

5.2.1.4. GNI per capita

5.2.1.5. GNI growth rate

5.2.1.6. Alcohol consumption

5.2.1.7. Political stability

5.2.1.8. Corruption level

5.2.2. The Criteria for the third screening

5.2.2.1. Criteria concerning consumers index

5.2.2.2. Criteria concerning merchants index

5.2.2.3. Criteria concerning competitors index

5.2.2.4. Criteria concerning the industry index

5.2.2.5. Criteria concerning Political index

5.2.2.6. Criteria concerning Legal index

5.2.2.7. Criteria concerning Financial index

5.2.2.8. Criteria concerning Infrastructure

5.2.2.9. Criteria concerning distribution index

5.3. WEIGHTS

5.3.1. Weights for the preliminary and secondary screening

5.3.1.1. Market size and market growth – the weight of 0.25

5.3.1.2. GNI per capita in PPP basis –the weight of 0.13

5.3.1.3. GNI growth rate – the weight of 0.12

5.3.1.4. Alcohol consumption – the weight of 0.10

5.3.1.5. Political stability – the weight of 0.1

5.3.1.6. Corruption level – 0.08

5.3.2. Weights for the third screening

5.3.2.1. Market Viability – the weight of 70%

5.3.2.2. Consumer index – the weight of 35%

5.3.2.3. Competitor index – the weight of 35%

5.3.2.4. Merchant index – the weight of 15%

5.3.2.5. Industry index – the weight of 15%

5.3.2.6. The commercial viability – the weight of 15%

5.3.2.7. The legal index – the weight of 80%

5.3.2.8. The political index – the weight of 10%

5.3.2.9. The financial index – the weight of 10%

5.3.2.10. The external technical feasibility – the weight of 15%

5.3.2.11. The infrastructure index – the weight of 20%

5.3.2.12. The distribution index – the weight of 80%

5.4. HOW TO CLASS?

5.5. HOW TO GET THE DATA

5.6. THE COUNTRIES

5.7. PRELIMINARY SCREENING

5.7.1. Selecting 47 countries

5.7.2. Access to the relevant data

5.7.3. Countries distinction

5.8. SECONDARY SCREENING

5.8.1. Describing and defining all criteria

5.8.2. Which criteria for the Secondary Screening?

5.8.3. Why these Criteria for Secondary Screening?

5.8.4. Results of the Secondary Screening

5.9. THIRD SCREENING

5.9.1. Describing and defining the third screening process

5.9.2. Which criteria for the screening

5.9.3. Result of the screening process

5.10. OVERVIEW OF THE SCREENING STEPS

6. ENTRY MODE

6.1. EXPORTING

6.2. LICENSING/FRANCHISING

6.3. JOINT VENTURE

6.4. CREATION OF THE SUBSIDIARY

Project Goals and Themes

The primary goal of this project is to perform a comprehensive market potential analysis of European countries to provide a strategic recommendation for the market entry of the fictive beer company OBUL. The research focuses on determining which European nation offers the highest unrealized market potential based on critical viability factors.

• Market viability (consumer, competitor, and industry structure analysis)
• Commercial viability (legal, political, and financial environment assessments)
• Technical feasibility (distribution and infrastructure evaluation)
• Development of a weighted screening framework to identify and rank potential target countries
• Strategic recommendations for foreign market entry modes

Excerpt from the Book

Chapter Summaries

1. Purpose and Objectives of the project: Outlines the project's goal to evaluate European beer markets for OBUL's entry.

2. Background and issues: Introduces the company history and defines the core issues: market viability, commercial viability, and technical feasibility.

3. Literature Review: Provides an academic overview and critique of existing international marketing and entry strategy frameworks.

4. The Questions: Details the research questions developed to guide the screening and evaluation of European markets.

5. Methodology: Explains the structured approach to finding the target market, including criteria, weighting systems, and the three-stage screening process.

6. Entry mode: Compares various market entry strategies to determine the most suitable option for OBUL after the target country has been selected.

Keywords

Market potential analysis, European beer market, OBUL, international market entry, market viability, commercial viability, technical feasibility, screening process, weighted criteria, international marketing, business expansion, competitor analysis, distribution channels, infrastructure, GNI per capita.

Frequently Asked Questions

What is the core purpose of this project?

The project evaluates European countries to determine which market offers the highest potential for OBUL, a beer company looking to establish a new main pillar in Europe.

Which areas are central to the analysis?

The analysis focuses on three main pillars: market viability, commercial viability, and external technical feasibility.

What is the primary objective or research question?

The primary research question is: "Which of the Europe’s Beer Markets offers the highest unrealised Market Potential?"

What scientific methodology is used?

The team uses a three-stage screening process (preliminary, secondary, and third screening) based on weighted criteria derived from literature, internet research, and expert intuition.

What topics are covered in the main section?

The main section covers literature reviews on entry strategies, the formulation of specific research questions for various business environments, and the step-by-step methodology for country selection.

Which keywords define this work?

Key terms include market potential analysis, OBUL, market entry, weighted criteria, and international marketing.

How is the market viability index determined?

The market viability index is determined through a detailed analysis of consumers, competitors, merchants, and the specific industry structure in the candidate countries.

Why was Germany selected as the recommended country?

Germany was identified as the top choice due to its high population, favorable market viability, strong commercial environment, and well-established infrastructure, which were confirmed through the three-stage screening process.