STRATEGIES FOR MARKET ENTRY: Fast Moving Consumer Goods Companies in Emerging Markets Mark Sorgenfrey Lasse Munch M.Sc. Strategy‚ Organisation and Leadership Academic advisor: Mai Skjøtt Linneberg Aarhus School of Business 2009 Abstract Multinational enterprises (MNEs) are increasing their presence in the lives of more and more consumers as companies seek to expand and promote their products to a still wider range of markets globally. As markets change and develop‚ so does the strategy used
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Mouyal‚ Daniel Chemistry-5 Mr. Lawson 12/14/12 Neils Bohr Niels Henrik David Bohr was born in Copenhagen on October 7‚ 1885‚ as the son of Christian Bohr‚ Professor of Physiology at Copenhagen University‚ and his wife Ellen‚ née Adler. Niels‚ together with his younger brother Harald (the future Professor in Mathematics)‚ grew up in an atmosphere most favourable to the development
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ENGLISH IN CONTEXT ANALYSIS OF SPEECH People spend a significant part of their lives listening and talking‚ that is the main reason why conversation is regarded to be the most generalised form of talk that concerns both speakers and listeners and it is contemplated to be the essential ingredient in co-operative undertaking (Wardhaugh‚ 1985). Conversation is informal talk involving two or more people and interviews are a particular type of conversation. Interviews are regarded as meetings at which
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number 24-01-0152). We also draw on earlier research sponsored by the Department for International Development (UK) under DFID/ESCOR project no. R7844‚ Center for New and Emerging Markets‚ London Business School. We thank our contact persons at Carlsberg A/S and our research partners in Poland‚ Lithuania and Vietnam for many stimulating discussions‚ and Bent Pedersen (Copenhagen Business School) and Zeng YuPing (Peking University) for sharing their insights in the Chinese brewing industry. Comments
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Annual Report 2008 Northern & Western Europe Beer volume 51m hl Net revenue DKK 37.1bn Operating profit DKK 4bn See page 28 for regional performance. 47% OF TOTAL VOLUME % Operating profit Share of operating profit* DKKbn 5 4 3 2 1 0 60 50 40 30 20 10 07 * Before not allocated expenses and other activities (rhs) 20 20 08 Eastern Europe Operating profit Share of operating profit* DKKbn 5 4 3 2 1 0 % 50 40 30 20 10 0 43% OF TOTAL VOLUME Beer volume 46.8m
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company owned by Carlsberg Group. It is a significant operator in the brewing industry in Russia‚ Ukraine‚ the Baltic countries and Kazakhstan‚ most notably holding a controlling stake in Baltika Breweries. The company markets a range of beer brands from 19 breweries‚ ten of which are in Russia‚ four in the Baltic countries‚ three in Ukraine‚ one in Kazakhstan and one in Uzbekistan. The company was a 50-50 joint venture between Carlsberg and Scottish & Newcastle prior to Carlsberg ’s April 2008 acquisition
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1) Introduction: The purpose of this report is to review how psychological theories have been used in beer commercials and how effective they have been in garnering our attention. The two beer commercials are: 1) Heineken 2) Carlsberg A Brief Description Of The Two Commercials: Heineken This commercial is about a staged show‚ where not-so-pleasant looking people are singing horribly‚ to the extent that it annoys the viewer. The commercial starts with a tagline that says: “It seems some
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Alcohol‚ and Soft Drinks Association (VBA). Particularly‚ the high-end segment in Vietnam for brewery products‚ which currently accounts for 12 percent in terms of volume‚ and 20 percent in terms of value. Some major brands names are Heineken‚ Carlsberg‚ and Tiger. The respective figures for the middle and the low-end segments are 45 percent and 43 percent in terms of volume‚ and 50 percent and 30 percent in term of value. In terms of regional patterns‚ the North is the biggest
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mix‚ the brand seems well positioned to give the established players a run for their money. Tuborg is a premium beer brand having a strong presence in more than 70 countries. In India‚ Carlsberg India Limited that entered the Indian market in May 2006 bottles it. Tuborg was launched in India by the Carlsberg group in July 2009 with a creative campaign having a tagline “the fun starts here!!” .The beer instantly gained popularity among the party going premium customers. The campaigns targeted urban
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The Uppsala Internationalisation Model Introduction A number of Swedish researchers‚ Johanson‚ Wiedersheim-Paul and Vahlne‚ at the University of Uppsala studied the intemalisation process during the 1970s. They were influenced by Penrose’s theory on the growth of the firm. The Uppsala model seeks to explain and predict two aspects of intemationalisation of the firm: the step-by-step pattern of industrial development within individual national markets and the expansion of companies across national
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