Strategic Positioning of Radeberger Gruppe AG in the German Beer Market

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Case

Reference no. 305-007-1

Subject category: Strategy and General Management

Authors: Jan Dominik Gunkel; Lutz Kaufmann; Simon Lambrecht; Robert M Maier; Daniel Schmidt; Thorsten Seehawer

Published by: WHU - Otto Beisheim School of Management

Published in: 2005

Length: 25 pages

Data source: Field research

Topics: Beverage industry; Consumer goods; Beer market; Germany; Strategic positioning; Takeover; Valuation; Product segmentation; Discounted cash flow (DCF), cash flow analysis; Internationalisation, Europe

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Abstract

This case focuses on the strategic positioning of the third largest beer group in Germany, Radeberger Gruppe AG (RG). Students find themselves at a point in time when RG was considering a takeover of the fourth largest German beer group, Brau und Brunnen AG (BB) whose major shareholder, HypoVereinsbank, was considering selling off its stake. Students have to analyse the strategic options of RG in its competitive environment, especially with regard to its abilities and product portfolio. Furthermore, they have to assess the potential of an acquisition of BB, particularly taking the integration process into account. A Power Point presentation (305-007-9) is available to accompany the teaching note.

Location:

Germany

Industry:

Food and beverage

Size:

Approximately EUR400 million in revenues in 2003

Other setting(s):

2003