Abstract
To export beers in the French market is quite different than selling it in Denmark. The concept of the company is selling a very wide range of products. Due to the success achieved in other Nordic Countries we thought it would be interesting to see if Harboe would succeeds in the French market assuming that there are certain similarities between the countries in North and can lead to the same enthusiasm for beer that is seen in Denmark and Sweden. How attractive could the range of Harboe's drink be in the French market and what could be the best entry mode for this market? - How is the customers demand (for beers) on the market? - What is the degree of competition within the industry? - What is the estimation of a potential turnover for Harboe on the French market? - Which strategy should Harboe use to enter the French market? We will describe, analyze and evaluate Harboe's export experience and the attractiveness of the French market with an illustration of the demand and competition. In the light of this study, we will find the most advantageous strategy to enter the market. The definition of an attractive market is a market where Harboe is able to achieve a reasonable demand, a degree of competition and a positive estimation of the market. To enter the market, we mean the theory and the strategy Harboe should follow to obtain a profitable business with the best possible terms.
