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Managing in the Competitive Environment

Brasseries Kronenbourg – Indicative Answer

Read the “Brasseries Kronenbourg” case study (J & S pp 607-621) using the following questions to help prepare your case study analysis:

1. Outline the main resources and competences of Brasseries Kronenbourg, identifying the ways in which they contribute to its strategy.

2. Identify the sources of competitive advantage that Brasseries Kronenbourg seeks to exploit.

General Comments

This Indicative Answer aims to highlight the main issues within the case study and provide comment upon the questions raised.   It is not intended to provide a comprehensive and definitive answer to the questions – particularly as most case studies are not designed to provide one definitive answer but to encourage discussion.

The Brasseries Kronenbourg case study is the source from which the illustration Creating Core Competences at Brasseries Kronenbourg in Session 3 of the course material is drawn.   Consequently, the answers to SAA 2 to SAA 4 within Session 3 are a helpful starting point for this case study analysis, but further work is required to address the issues in the broader case study.

Question 1

The assessment of the resources and capabilities of Brasseries Kronenbourg and the wider beer division of which it is the major part is likely include a resource audit that includes some or all of the following:

Brasseries Kronenbourg - Resource Audit

• Physical – large efficient breweries and warehouses within Brasseries Kronenbourg, along with the beer division’s brewery acquisitions outside France.
• Human – professional development, qualification and apprenticeship programmes have enhanced the skills of brewery staff following restructuring which led to 570 fewer jobs; the combined sales and marketing team from Kronenbourg and Kanterbraü.
• Financial – the Danone Group acts as the provider (or underwriter) of investment capital for both Brasseries Kronenbourg and the...