SRP Harboe bryggeri

VØ/AØ

Usman Iqbal

SRP 2016

15-12-2016

Harboes bryggeri A/S

Virksomhedsøkonomi/Afsætning

Usman Iqbal 3.B

VEJLEDER: HENRIK JENSEN, HENRIK BALTZER

VØ/AØ

Usman Iqbal

SRP 2016

VØ/AØ

Usman Iqbal

SRP 2016

Abstract

This project investigates the beer market in Denmark with special focus on the brewery Harboes Bryggeri A/S. It will focus on the competitive situation in the Danish beer market and how they can sustain or improve their current market position. An analysis of Harboes’ internal and external situation has been made to understand the factors that can play a role in Harboe keeping their market position. Lastly, there is a discussion regarding Harboes future prospects. The financial analysis provides an overview of the key financial numbers for Harboe based on the three latest annual reports. The competitive situation is analyzed by using various models such as Porters Five Forces and a competitor analysis. Based on the competitive situation analysis it can be concluded that the beer market in Denmark is dominated by few large companies, with Carlsberg being the unquestionable market leader. Furthermore, the industry analysis using Porters Five Forces showed that the customers have a high bargaining power and that the threats of new entrants are low. The financial analysis concluded that the net result has been continuously increasing over the period and that Harboe has a strong liquidity ratio compared to its competitors. The discussion concluded that Harboe should keep focusing on product development.