The alcohol market has for a long time been characterized by strict legislations, developed in order to protect public health. Along with European integration, the trend of internationalization and globalization, and changes towards consumer-driven marketplaces, alcohol policy has become fragmented and its existence directly threatened…
Contents
1. INTRODUCTION
1.1 BACKGROUND
1.2 PROBLEM DEFINITION
1.3 RESEARCH MODEL
1.4 PURPOSE
1.5 DELIMITATIONS
1.6 THE CASE STUDY ENTERPRISE
1.7 DEFINITIONS
2. THEORETICAL FRAMEWORK
2.1 STRATEGIC FIT
2.2 THE EXTERNAL ENVIRONMENT
2.2.1 Assessing the Nature of the Environment
2.2.2 Auditing Macro Environmental Influences
2.2.3 Identifying key competitive forces: Industry environment
2.3 SCENARIO ANALYSIS – IDENTIFYING COMPETITIVE POSITION
2.4 SWOT ANALYSIS – IDENTIFYING KEY OPPORTUNITIES AND THREATS
2.5 ENTERPRISE STRATEGY – STRATEGIC POSITION
2.5.1 Resource Based Strategy
2.6 OWN FRAMEWORK FOR THE CASE STUDY
3. METHODOLOGY
3.1 RESEARCH STRATEGY
3.1.1 Case Study
3.1.2 Qualitative research
3.1.3 The Enterprise
3.2 RESEARCH DESIGN
3.2.1 Single-case study
3.2.2 Embedded Design
3.3 SCIENTIFIC APPROACH
3.3.1 Nature of the Case Study
3.3.2 Research Approach
3.4 DATA COLLECTION
3.4.1 Primary Data
3.4.2 Secondary Data
3.4.3. Triangulation
3.4.4 Data Analysis
3.5 QUALITY OF THE RESEARCH
3.5.1 Validity
3.5.2 Reliability
4. EMPIRICAL STUDY
4.1 MACRO ENVIRONMENT
4.1.1 Political
4.1.2 Economic
4.1.3 Social
4.1.4 Technological
4.2 THE SWEDISH ALCOHOL MARKET
4.2.1 Overall Swedish Alcohol System
4.2.2 Market Growth
4.2.3 Actors in the Swedish alcohol market
4.2.4 Customers
4.2.5 Suppliers
4.2.6 Consumers and Consumption
4.2.7 The Black Market and Cross Border Trade
4.3 ALLIED DOMECQ WINE & SPIRITS SWEDEN AB
4.3.1 Goals
4.3.2 Values
4.3.3 Resources
4.3.4 Capabilities
5. ANALYSIS
5.1 PEST ANALYSIS
5.1.1 Political
5.1.2 Economic
5.1.3 Social
5.1.4 Technological
5.2 INDUSTRY ANALYSIS
5.2.1 The Power of Buyers and Suppliers
5.2.2 Threat of Substitutes
5.2.3 Threat of New Entry
5.2.4 Industry Rivalry….
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Author: Alexandru Niculae, Sorin,Malmqvist, Ulrica
Source: Goteborg University
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