The implementation of Mahou on the US market

dc.contributor.author	Vegue Herranz, David
dc.date.accessioned	2024-07-10T00:00:16Z
dc.date.available	2024-07-10T00:00:16Z
dc.date.issued	2024-07-03
dc.description	Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Alberto Tomás Delso Vicente
dc.description.abstract	This project explores the possibility and the methods Mahou, biggest beer company in Spain, would have to follow to expand to the US market. Through an extensive analysis, we will evaluate the coporate objectives, the internal and external environment, as well as the competition in this new market. Using marketing tools as the analysis SOWT, the BCG matrix, PESTEL¿s analysis, and the Porter¿s five forces, we develop a marketing plan.
dc.identifier.uri	https://hdl.handle.net/10115/37362
dc.language.iso	eng
dc.publisher	Universidad Rey Juan Carlos
dc.rights	Creative Commons Atribución 4.0 Internacional
dc.rights.accessRights	info:eu-repo/semantics/openAccess
dc.rights.uri	https://creativecommons.org/licenses/by/4.0/legalcode
dc.subject	Mahou
dc.subject	Beer
dc.subject	United States
dc.subject	Marketing Plan
dc.title	The implementation of Mahou on the US market
dc.type	info:eu-repo/semantics/studentThesis

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