Beer at Home Project 2

2. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Beer home
delivery service
With a capital of Will be founded in
75000 kr 2009
By
Julia, Lennie, Filip
and Nicolas

3. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Mission
Beer at home is dedicated to become the new and main way of getting beer in Denmark.
Beer At Home’s purpose is to provide an excellent and exclusive beer delivery service in
Copenhagen. We aim to establish a significant market share of the beer retail sector in
Copenhagen. The year 2 and 3 will be devoted to the expansion of the range of products
and to the expansion of Beer at Home’s activity in Denmark.
Vision
Beer at Home is the next evolution of the delivery service in Copenhagen, and then in
Denmark. It’s dedicated to become the Danish leader in retailing alcohol.
Company values
Responsibility (we will pay particular attention not to deliver alcohol to under-aged
teenager)
Motto: easy, quick and convenient delivery for people.
The customer is considered as the king.

4. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Business
Organization
Board of Administrators
Julia, Filip, Nicolas, Lennie
defining the strategic directions and
monitoring the activity
Julia's function: general manager in
charge of global activity
(accounting, staff, commercial
contracts, marketing, logistics)
department of
delivery man
delivery man ordering service

5. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
General
Presentation
Fast and easy delivery
Uniqueness of the
Way to order: service:
service
beer (Carlsberg)
phone Customer cards
Beer at Home
The customer is the
most common alcohols
internet
king
snacks and condoms

6. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Proposed
products
Vodka Snacks Customer
Delivered
Carlsberg
at Home ! Satisfaction
Bacardi Condoms

7. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Way to order

8. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Securing of
loyal
customers
EXTRA
SERVICE

9. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
External
Environnement
Socio-cultural
Political Technological
Ethical Economical

10. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Market
the key trends
• premium beer is constantly gaining market shares
• biggest domestic players have very strong established market
positions
• total volume sales are declining
• customers are turning themselves more and more often towards
unusual and foreign beverages
• high disposables incomes driving premium growth

11. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Porter 5
forces
Threats of substitution
Threats of new entry
Hypermarket/discounters/pubs...
Alcohol sales and
delivery service
Supplier power (bargaining) Buyer power (Bargaining)
Carlsberg Customers target

12. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Competitors
Supermarket/Hyp
Competitors mapping
ermarket
6
5
4
Beer At Home Bars/Pubs
3
2
1 Price
0
Range of Products
Convenience
7-Eleven
stores
Independent food
Discounters
stores

13. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Ansoff
Matrix
Ansoff Market Extension Diversification
New
Market
Market Penetration Product development
Alcohol
sales
market
Alcohol Alcohol delivery service

14. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
P.L.C
Beer at Home Product Life Cycle
10
8
6
4
2
0
- Widen the range of products
- Extend Beer at Home activity

15. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Balance sheet
Assets 2009 2010 2011
Average High Average High Average High
Hypothesis Low Low Low
kr kr kr kr kr kr kr kr kr
Fixed Assets
45 000 45 000 45 000 45 000 45 000 45 000 45 000 45 000 45 000
kr kr kr kr kr kr kr kr kr
Subtotal
45 000 45 000 45 000 45 000 45 000 45 000 45 000 45 000 45 000
Current
Assets
Kr kr kr kr kr kr kr kr kr
stock
153 300 229 950 306 600 229 950 306 600 383 250 306 600 383 250 459 900
kr kr 229 kr kr kr kr 383 kr kr kr
Subtotal
153 300 950,00 306 600 229 950 306 600 250 306 600 383 250 459 900
kr kr Kr kr kr kr kr kr kr
Total assets
198 300 274 950 351 600 274 950 351 600 428 250 351 600 428 250 504 900

16. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Liability 2009 2010 2011
Low Average High Low Average High Low Average High
Hypothesis
Fixed
kr 75
Liabilities kr 75 000 kr 75 000 Kr 75 000 kr 75 000 kr 75 000 Kr 75 000 kr 75 000 kr 75 000
000
(capital)
Kr kr Kr kr kr kr
loan kr 143 250 kr 91 238 kr 307 500
307 500 91 238 307 500 255 488 255 488 203 475
endwement Kr 10 000 Kr 10 000 Kr 10 000 kr 10 000 Kr 10 000 kr 10 000 kr 10 000 kr 10 000 kr 10 000
Kr kr
result kr -29 950 Kr 98 713 kr -40 900 Kr 98 713 kr 87 763 kr -40 900 kr 87 763
-40 900 216 425
kr Kr Kr kr kr kr kr
Subtotal kr 198 300 kr 274 951
351 600 274 951 351 600 428 251 351 600 428 251 504 900
Current
Liabilities
Subtotal kr - kr - kr - kr - kr - kr - kr - kr - kr -
Total kr kr kr kr kr kr kr
kr 198 300 kr 274 951
351 600 274 951 351 600 428 251 351 600 428 251 504 900
liabilities

17. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Profit and Loss Account
kr 1,600,000.00
kr 1,400,000.00
kr 1,200,000.00
kr 1,000,000.00 Sales
kr 800,000.00 = Gross profit
= Added value
kr 600,000.00
= Gross Operating Surplus
kr 400,000.00
= Operating result
kr 200,000.00
= Equity before interest and
tax (EBIT)
kr -
= Net profit
Low Average High Low Average High Low Average High
kr -200,000.00
2009 2010 2011

18. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Ratio
Ratio 2009 2010 2011
Hypothesis Low Average High Low Average High Low Average High
Profit
-6,03% 13,26% -4,12% 13,26% -4,12% 7,07% -4,12% 7,07% 14,53%
Margin
Return On
-15,10% 35,90% -11,63% 35,90% -11,63% 20,49% -11,63% 20,49% 42,86%
Total Assets
Inventory/
Stock 323,81% 323,81% 323,81% 323,81% 323,81% 323,81% 323,81% 323,81% 323,81%
Turnover

19. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Ratio
350.00%
300.00%
250.00%
200.00% Profit Margin
150.00% Return On Total Assets
100.00% Inventory/
Stock Turnover
50.00%
0.00%
Low Average High Low Average High Low Average High
-50.00%
2009 2010 2011

20. COMPANY PRODUCT MARKET STRATEGY FINANCIAL ANALYSIS
Thank you for your attention