Deutsche Braurei Case Study

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------------Deutsche Braurei------------ Ukrainian Investment & Organisational Structure Report Environmental Analysis Investment Threats & Opportunities Organisational Structure Succession Planning Managing in a Multinational Context – BEMM 160: Group Assignment Dr Alan Benson By Chen, Fang; Deng, Xiao; Fatkulina, Dina; Scull, Michael & Xu, Jing Word Count: 2724 TABLE OF CONTENTS PART A: ENVIRONMENTAL ANALYSIS3 Introduction3 Geographical Position3 PESTEL Analysis4 Porters Five Forces Analysis6 Summary 7 PART B: DEUTSCHE BRAUEREI CONSULTANCY REPORT8 Background8 Recommendations8 Deutsche Brauerei Succession Plan9 Report Limitations 9 Conclusion 10 Reference List11 Appendices13 Appendix A: Opportunities and Threats13 Appendix B: Ukrainian Scenarios14 Appendix C: DB Initial Ukrainian Operations16 Appendix D: Short-term DB Ukrainian Organisational Structure17 Appendix E: Long-term DB Ukrainian Organisational Structure18 Part A Introduction Deutsche Brauerei (DB) is a family operated, German, beer producer founded in 1737 and has been selling to the German market ever since. In 1998 DB expanded its operations and entered the Ukrainian beer market, where the company experienced a great amount of instant success. Now 2011, a project to increase DB’s brewing capacity has been proposed through the construction of a new brewery to be situated in the Ukraine. Before any investment is formerly approved a comprehensive review is required assessing the attractiveness of investment into the Ukrainian geographical market, using PESTEL and Porters Five Force frameworks, taking special note of potential threats and opportunities. Geographical Position Source: Source: Located in the middle of Eurasian continent, the Ukraine has access to

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