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Molson ccASE Molson Acquisition into Brazil Business Policy & Strategy MBA 625 TABLE OF CONTENTS 1. Executive Summary p. 3 2. Background Information p. 4 3. Analysis
Submitted by kingkevin on February 16, 2006
Category: Business
Words: 9069 | Pages: 37
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Molson Acquisition into Brazil
Business Policy & Strategy
MBA 625
TABLE OF CONTENTS
1. Executive Summary p. 3
2. Background Information p. 4
3. Analysis p. 5
3.1 External Analysis p. 5
3.2 Environment & Critical Success Factors p. 9
3.3 Internal Analysis & Molson SWOT p. 14
4. Critique of Strategy p. 24
4.1 Key Strategic Issues p. 24
4.2 Strategic Alternatives p. 27
4.3 Current Strategy p. 29
4.4 Evaluation of Opportunities p. 31
4.5 Evaluation of Risks p. 33
5. Implementation Plan p. 36
Appendix & References p. 48
1. Executive Summary
Molson is one of the 2 giant competitors on the monopolistic Canadian beer market. Due to shifts in the external environment (changing Canadian demographics, global trend towards consolidation, increase in microbrewery and imported beer consumption in Canada) and to internal pressures, the company decided to pursue a strategy of international expansion in 2000.
Molson entered the Brazilian market in two stages.
1. by acquiring BAVARIA in 2000, for $98 million CAD
2. by acquiring KAISER in 2002, for $912 million CAD (for a 80% interest)
After these two acquisitions Molson doubled its brewing capacity and gained a foothold in an important emerging market. As this was Molson's first major foray into a South American market there are considerable risks in the pursuit of this strategy.
The present paper delivers an external and internal analysis, critiques the current strategy chosen by Molson, and delivers a detailed implementation plan to ensure a successful completion of the chosen strategy. The implementation plan is designed to ensure a smooth integration of the Brazilian...
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