Which of the Europe's Beer Markets offers the highest unrealised Market Potential?

Master's Thesis from the year 2004 in the subject Business economics - General, grade: Distinction (75 - 85%), University of Western Sydney, course: Master’s Project in International Business, language: English, abstract: The overview of the whole process that enabled us to suggest the final candidate country for the future business expansion in Europe presents steps that our consulting team had to take in order to present the best possible option. According to our consulting team, Germany presents the strongest advantages for OBUL and should be chosen as the ideal for the business operation and also the base for the further European expansion. Thanks to the highest size of population in Europe and its overall wealthy condition from the very beginning of our analysis Germany became one of the possible final candidates. However, during the whole process of defining attractiveness of individual markets, several other countries also presented strong advantages for the future investment. The strongest advantages were shown by Spain and Italy which presented nearly the same result in the evaluating process than Germany did. In the final stage of the analysis Germany was selected form the group of four strongest European candidates. These were also Ireland, Italy and Spain. All of the candidate countries presented very strong and attractive beer markets in terms of beer and alcohol consumption as well as the GNI PPP income per capita. Moreover, the analysis of the infrastructure, legal and political environment also proved that these countries were the top four; amongst all of the candidate countries that were analyzed at the beginning of the selection process (42 countries took part in the first step of the selection, 27 in the second). Germany proved to be the best possible choice for the future business expansion in Europe. The analysis showed that the German market was more attractive for OBUL in three main areas of operation: market viability, commercial viability and technical feasibility. The analysis of the market viability as the most important area for a market entry showed, that the German beer market was very attractive in terms of its size and trends that appeared in it. Moreover, the overall financial situation of the customers was also considered to be strongly attractive. In terms of the commercial viabilities, Germany also presented its strong position. Even though, the corporate tax was defined as a very high, the market size and its potential should compensate loses that company will have to face in terms of the taxation. Finally, Germany’s infrastructure also confirmed to be well established and will definitely be able to cope with needs of OBUL.