udb. exportplan
DESCRIPTION
Presentation for Russian Business Days @ Rotterdam Hoge School (14.05.2013-17.05.2013)TRANSCRIPT
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United Dutch Breweries EXPORT PLAN BELARUS
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1. Executive summary
2. Introduction
3. External analysis
4. Operational plan
5. Swot analysis
6. Strategy for expanding to the Belarus market
• Demographic factors & consumption
• Economic factors & competition
• Political factors & legislation
Table of contents.
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intro.
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Company’s
history
begins
in the 16th
century.
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(since 1538) DE ORANJEBOOM
(est.1671) DE DRIE HOEFIJZERS
*Netherlands
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DE ORANJEBOOM DE DRIE HOEFIJZERS
1968
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Export = 95% of total volume
annual capacity – 2 mln. Hectolitres of beer
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Export markets for UDB
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What makes the company unique?
Independent and 100% Dutch company
Flexibility
Focus on SPEED TO MARKET
Aware of treating the environment responsibly
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Belarus.
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External analysis.
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Demographic factors & consumption.
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Beer buyers
500,000 - 800,000
consumption per capita
37.4 liters/py
18-60 18-40
Buyers by age
population
9,461,000
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country recorded unrecorded total beer wine spirits other
Moldova 8.22 10.00 18.22 4.57 4.67 4.42 0.00
Czech Republic 14.97 1.48 16.45 8.51 2.33 3.59 0.39
Hungary 12.27 4.00 16.27 4.42 4.94 3.02 0.14
Russia 11.03 4.73 15.76 3.65 0.10 6.88 0.34
Ukraine 8.10 7.50 15.60 2.69 0.58 5.21 0.02
Estonia 13.77 1.80 15.57 5.53 1.09 9.19 0.43
Andorra 14.08 1.40 15.48 3.93 5.69 3.14 0.00
Romania 11.30 4.00 15.30 4.07 2.33 4.14 0.00
Slovenia 12.19 3.00 15.19 4.10 5.10 1.33 0.00
Belarus 11.22 3.91 15.13 1.84 0.80 4.08 2.67
Pure alcohol consumption among adults (age 15+)
in liters per capita per year.
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Income Consumption per capita per day Consumption per capita per month
High 1 liter 30 liter
Mean 1 liter 30 liter
Low 0,5 liter 15 liter
Table of the ratio of income and beer consumption in Belarus
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575
450
431
411
404
404
391
46,4
43,6
32,9
33,1
34,9
39,7
31,2
Minsk city
Brest region
Grodno region
Vitebsk region
Mogilev region
Gomel region
Minsk region
Level of average wage
in Belarus in 2012 ( )
Average consumption
of beer per capita (liter)
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Economic factors and competition.
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75% OF CONSUMED BEER IS DOMESTICALLY PRODUCED
LEADING BEER PRODUCERS IN BELARUS: 1. Krinitsa
2. Carlsberg (Alivaria)
3. Heineken (Syabar and Rechitsapivo)
4. Lidskoe Pivo
5. Brestskoe Pivo
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3,1
3,1 1,8
1,9
2,7
3,6
1
Brest
region Vitebsk
region Gomel
region Grodno
region Minsk
region Mogilev
region Minsk
city
Sales volume
> 2,4 mln. dal
Sales volume
> 0,8 mln. dal
Sales volume
< 0,8 mln. dal
Sale of beer by main producers in 2012
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57% 22%
11%
7%
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6%
7%
87%
60% 24%
12%
4% Dark
Light barley
Light wheat
4-5 % 5-6 %
< 4 %
> 6 %
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68%
18%
6% 8%
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32% of consumers choose known brands
27% are loyal to the same producer
6% do not care about brand or producer
31% admit that they might try something new, & only
4% are actively seeking something new to try.
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Political factors and legislation.
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Total ban on
advertising
rising rates of
excise duty
Ban on drinking in
Public places
Ban on sale in
Plastic package
Government regulation & prohibitions.
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Operational plan.
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Most popular beer in Belarus: the light filtered pasteurized beer
with a strength of 4-5%
in plastic packing
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*Belarus
Where to enter
the new market?
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swot analysis.
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Strengths.
Large variety of beer styles, new tastes not offered by competitors
High quality of raw material and final product
Ecological policy – using processed aluminum
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weakness.
Brand is unknown in the country
Strong competition
No partners on this market
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opportunities.
Sales of beer are forecast to increase 28.3% (2009-2014)
Probable joint venture with the largest state-owned company
Government support of beer producers in order to reduce
the consumption of strong alcohol
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threats.
Inflation & reduction of the purchasing power of population. People less often
go to the cafes and restaurants and choose drinking beer at home, thus we’ll
have to reorient from on-trade to off-trade
Rise of price of raw materials and increase of excite duties
Further toughening of legislation
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Find partners:
joint ventures,
retailers
Build partnership with
government Gain the confidence
Of customers
Occupy the strong
position in higher price
segment
Strategy for expanding to the Belarus market.
Belarus
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Thank you very much
for your attention!
Ilya balalaev
Helen demicheva
Eugene dolomanji
Azamat kanukoev