Case Analysis Saku Essay - 779 Words

Case Write-Up: Saku Brewery Statement of the problem The case describes the situation of Saku Olletehase AS on the moment that the management team is discussing their product portfolio plan. Lately the sales of their flagship brand, Saku, fell from 48 per cent to 42.5 per cent of market share. During this decline of beer consumption, they have made gains with other alcoholic and none alcoholic beverages. At this point the management team has to decide upon how to proceed with their product portfolio. * Start exporting Saku to Finland * Shift focus to other alcoholic products with growing market demand, cider and long drinks * Shift focus more to bottled water or divest this product line (disappointing results) *†¦show more content†¦Applied on Saku the BCG matrix would be as following: The cash cow of Saku is clearly Saku beer since they are generating almost 80% of the sales. The stars or the beverages that are in the growth stage are the imported beers, the long drinks and the ciders. These are not yet creating a lot of cash flow but there is certainly an opportunity here to generate big cash flows from these product lines in the future. Mineral water is seen as the question mark, since this product line is expected to saturate and has been giving disappointing results. The soft drinks can be seen as the â€Å"dog† because for this product line there is already a mature player in the industry. Saku doesn’t have the means to compete with Coca-Cola and will probably not be able to increase its market share significantly.Show MoreRelatedPorters Five Forces in Beer Market75399 Words   |  302 PagesGOVERNANCE SHAREHOLDER INFORMATION Financial statements 68 169 70 140 CARLSBERG GROUP PARENT COMPANY CARLSBERG A/S 170 171 172 MANAGEMENT STATEMENT AUDITORS’ REPORT BOARD OF DIRECTORS This report is provided in Danish and in English. In case of any discrepancy between the two versions, the Danish wording shall apply. 4 Management review: CEO statement A new Carlsberg 2008 was a truly special year and marked a milestone in Carlsberg’s history. The acquisition of Scottish Newcastle