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(Readings are in the attachement) You have been retained by Mr Roy Mc Gregor, founder and CEO of Dun Eideann Brewing Company , a medium-sized UK craft brewery based in Edinburgh, employing sta from across the United Kingdom. Roy has requested your advice on a possible expansion into the German market. Dun Eideann Brewing Company ‘s range of products consists of modern interpretations of classic beer styles using ingredients not traditionally used in German beers. The rm’s beers are positioned at the premium or `craft’ end of the beer market. Roy is investigating a proposal to form an ongoing relationship with a Berlin-based German beer distributor, Siegfried GmbH , to supply Dun Eideann Brewing Company ‘s craft beer to the German market. While the brewing operations will remain based in Edinburgh, UK, the relationship will require the rm’s UK management to work closely with management at Siegfried GmbH . Roy has asked you to write a report outlining and analysing the key opportunities and threats the present and forecast external environment poses for the venture. Ultimately, Roy seeks advice on the viability and wisdom of the proposed venture. Specically, you are asked to analyse the
1. Relevant opportunities and threats in the political-regulatory environment faced by the company. In addition to other relevant matters, Roy is also interested in the implications of Germany’s Reinheitsgebot . [5 marks]
2. Relevant opportunities and threats relating to demographics and to socio-cultural dierences between the UK and Germany; (ensure you employ relevant theoretical tools from this unit, integrating Hofstede’s framework and at least one other cultural framework
or theory.) [5 marks]
3. Relevant opportunities and threats presented by technological issues and developments that might aect the venture. Having attended the recent 2017 Craft Brewers Conference in Washington, D.C., Roy is interested in issues that relate to storage and transportation, but is also keen to hear about other relevant technological issues and developments.[5 marks]
4. On the basis of considerations in (1-3) and other relevant market considerations, should Dun Eideann Brewing Company undertake this venture? Why? [3 marks]
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