Brasserie De La Senne (document en anglais)

Contents

1. Production capabilities 3

3. Logistical ability 4

3.1. Packaging 4

3.2. Storage 4

3.2.2. Export 5

3.2.3. Perishability 5

4. Exportation skills 5

5. Products and services characteristics 5

6. Management skills 6

6.1. Positioning and target 6

6.2. Customer satisfaction 6

6.3. SWOT 7

7. Comparison with the company AB Inbev 7

7.2. History 7

7.3. Comparative table 7

8. Brazil 8

8.1. BRAZIL’s beer market analysis 8

8.2. General information Federative republic of Brazil 8

8.3. Geography 9

8.4. Climate 9

8.5. Demographic 9

8.6. Transportation 10

8.7. Culture 11

8.9 Competition 11

8.10. Specification of the beer sold in Brazil: 12

8.11. Legal requirements 12

8.12. Due to import of the beer in Brazil 13

8.13. Conclusion 13

9. Finland 13

9.1. Finland’s beer market analysis 13

9.2. General 13

9.3. Prospective 13

9.4. General information about Finland 13

9.5. Geography 14

9.6. Climate 15

9.7. Demographic 15

9.8. Transportation 16

9.9. Specification of beer sold in Finland 16

9.10. Competition 17

9.11. Culture 17

9.12. Restrictions & Taxes 17

9.11. Social political aspects & restrictions 18

9.12. Requirements 18

9.13. Conclusion 19

10. Australia 19

10.1 Australia analysis 19

10.2. General 19

10.3. Geography 20

10.4. Environment 20

10.5. Climate 20

10.6. Economy 20

10.7. Religion 20

10.8. Demography 21

10.9. About alcohol 22

11. Conclusion : Why we have chosen the Australian market ? 22

About Brasserie de la Senne :

Brasserie de la senne is a company created in 2005 by two men: Bernard Leboucq and Yvan De Baets. The company goal is to produce special old beers of high quality and to keep Brussels as the beer’s capital.

The company has only 5 employees but the number of workers grows up each year.

Brasserie de la senne ‘s biggest competitor is AB INBEV which is one of the biggest beer company. This company has many brands of beers such as Jupiler, Corona, Hoegaarden, Stella Artois and so on. The firm is well spread around the world. We met the company’s founder.

1. Production capabilities1

Brasserie de la Senne produces 3.000 Hectoliters a year which is the most they can do for the moment. They are looking forward to growth up and to produce 4.000 Hectoliters a year but it requires 40 000 euros in materials investments and to hire a new worker. They don’t have the money for that so it would be for next year. The space is enough big for new machines.

Every single bottle is sold once it’s produced. They are always out of stock. Stock management is based on FiFo just because the account manager used to work with it.

This company has a range of 7 beers and once a year they in December they also make a special beer which is the Xmas because of Christmas.

B Financial Capacity:

The Brasserie de la Senne has a turnover between 390 000 and 400 000. The firm has a balanced growth and it is going to be more and more important.. They do not have problem of self-finance

The Firm is located in state building that they are renting at a good value for money.

They do not have many expenses because clients come to them. The main aim of creating the company was a passion vision not a money vision.

The target market of that company are people who are beer passionate. Brasserie de la Senne haven’ never had stocks. In that company the FIFO method is used. Clients order the amount of bottles and the company produces it. The being nit paid risk is very small.

They have much expense concerning the people that they employ. Indeed they choose people who were unemployed and they beneficiate of employers ‘contribution reductions

3. Logistical ability

3.1. Packaging2

Beers are stocked either in 33cl bottles or in 75cl bottles. They are conditioned in pack of 24 but they want to make a packaging of 6 because people like to bring a six pack. It’s more common and easier to sell than a 24.

The bottle-filling is done in part by hand because they don’t have big machines like industries. It’s homebrew beers.

Here we can have a look at the machine on the picture. It’s not really clear because we are not supposed to take pictures.

3.2. Storage

Until last year, they used stainless steel barrels which cost each 60 euros. However, they decided to change and to put the beer

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