Entrepreneurship course

2. Year 1 Year 5
Horizontal integration
• take ownership of competitors
(increase more sales and increase our
influence)
Forward integration
• Open a new channel of distribution by
opening a shop

3. Year 1 Year 5
Market penetration Market development
Beer at Home will increase the sales of Beer at Home will proposes a wider range
Beer of products.
Differenciation : Beer at Home will have a
different way of selling it. Beer at Home will have a sufficient human
(sell more to existing customers) and financial resources

4. Year 1 Year 5
Co-branding with Carlsberg Joint venture with Carlsberg
• will reinforce the point of year 1
• Skills and competencies are
complementary
• will expand Carlsberg activity
• will permit to buy beer from Carlsberg at
a lower price
• therefore to have a competitive
advantage on the other competitors

5. Year 1 Year 5
Concentric strategy
• existing products are mature
• core competencies will make these
products very competitive.