Abstract
Within the framework of the course "International Trade and Business Challenges", our professor Miss Chau asked us to analyze and to develop a strategy to enter a specific sector of one of the BRIC countries and the 8+2 new EU members. In this context, we decided to tackle the beer sector in the Czech Republic. Since 2004, the Czech Republic is part of the European Union. This adhesion conducts them to adapt their commercial and juridical framework. Today, doing business with the Czech Republic is more reachable and favorable for international actors. This has been possible thanks to the abolition of the tariff and non-tariff barriers and the setting up of investment incentives by governmental plans to promote the country abroad. All these efforts have been rewarded. The Czech Republic is one of the most prosperous and stable post-Communist state. On the one hand, the GDP is constantly increasing, what is making them nowadays the fastest growing economy in the European Union. On the other hand, several Czech sectors, including food and beverage industry, are really full of promises. All these statements have attracted and pushed us to focus on the Czech Republic for the elaboration of this paper. More specifically, we have chosen the beer sector because beer is really anchored in the Czech culture and its daily life. The consumption of beer is a tradition and Czech breweries are well-known for their particular skills and their special beers.
