Vegue Herranz, David2024-07-102024-07-102024-07-03https://hdl.handle.net/10115/37362Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Alberto Tomás Delso VicenteThis 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.engCreative Commons Atribución 4.0 Internacionalhttps://creativecommons.org/licenses/by/4.0/legalcodeMahouBeerUnited StatesMarketing PlanThe implementation of Mahou on the US marketinfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/openAccess