Združitve in prevzemi podjetij v pivovarstvu kot strategija krepitve tržne pozicije podjetja

Marič, Matej

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Title:	Združitve in prevzemi podjetij v pivovarstvu kot strategija krepitve tržne pozicije podjetja
Authors:	ID Marič, Matej (Author) ID Jurše, Milan (Mentor) More about this mentor...
Files:	MAG_Maric_Matej_2017.pdf (1,78 MB) MD5: 55860FB5BAA7E4895E49EA76FB9BDCA6
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V magistrskem delu smo proučevali kapitalsko povezovanje podjetij v pivovarski panogi. Osredotočili smo se na slovenski trg v kontekstu silnic vpliva globalnega trga pivovarstva. Z globalizacijo in konsolidacijo podjetij ter posameznih sektorjev so v današnjih časih kapitalske povezave kompleksen način za pospešeno mednarodno tržno rast podjetij. Kapitalske povezave delimo na združitve, pripojitve in prevzeme. Posebno pozornost smo v magistrskem delu namenili proučevanju prevzemov in združitev v pivovarski panogi. Zaradi vedno večje konkurence in naraščajoče ponudbe izdelkov, podjetja na razvitih trgih s težavo povečujejo svoje prihodke. Zato se največja globalna pivovarska podjetja, ki imajo globalno težo in prevzemno finančno zmogljivost, veliko raje odločajo za rast s prevzemi kot pa za organsko rast podjetij. Takšen način rasti je finančno zahtevnejši, vendar pa prinaša pomembne prednosti, kot so: dostop do distribucijskih kanalov, blagovnih znamk, kupcev ter ostale prednosti. Organska rast nam za želeno pospešeno dinamiko tržne rasti podjetja teh prednosti ne zagotavlja vedno v enaki meri, saj je vstop na nov trg zaradi nepoznavanja trga vedno tvegan proces rasti podjetja. V magistrskem delu smo predstavili prevzeme in združitve v današnjem času, njihove prednosti in slabosti, pasti ter motive. Preučili smo tudi alternativne oblike rasti podjetij, oblike kapitalskih povezav ter vrste združitev in prevzemov podjetij. Ker so kapitalske povezave z namenom preprečevanja zlorabe konkurenčnega položaja povezane z določenimi institucionalnimi (regulativnimi) omejitvami, smo proučili tudi zakonsko ureditev kapitalskih povezav v Sloveniji in deloma Evropski uniji. Preučili smo zgodovino pivovarstva v Sloveniji in v tujini. Raziskali smo največje in svetovno najbolj znane festivale piva. Preučili in analizirali smo tudi največje globalne proizvajalce piv. Raziskali smo značilnosti pivovarske panoge v Sloveniji. Analizirali smo tudi najpomembnejši pivovarski podjetji v Sloveniji, in sicer Pivovarno Laško in Pivovarno Union. Posebno pozornost smo namenili preučevanju mednarodnih združitev in prevzemov. Raziskali in analizirali smo tudi aktivnosti kapitalskega povezovanja petih največjih globalnih proizvajalcev piva na svetu. Kronologijo prevzema Pivovarne Union in Pivovarne Laško pa smo predstavili v zadnjem poglavju magistrskega dela. Rezultati preverjanja hipotez so pokazali, da je na tržni delež Skupine Laško vsekakor vplivala količina prodanega piva. Glede na opravljeno raziskavo pa ne moremo potrditi, da se je tržni delež gibal premo sorazmerno s sredstvi, ki so bila namenjena promocijam. Ob tem moremo poudariti, da so sredstva, namenjena promocijam, pomemben faktor vpliva na povečevanje prodaje, vendar pa ne edini. Ugotovili smo, da je bil pred leti nameravani prevzem Pivovarne Union medijsko veliko bolj odmeven in dolgotrajen, kot prevzem Pivovarne Laško s strani Heinekena. Ugotovili smo tudi, da je borzni trg močno občutljiv na dogajanja v povezavi s podjetji. Vsaka najmanjša malenkost lahko močno vpliva na spremembo tečaja delnice. Po opravljeni raziskavi lahko potrdimo, da se je tečaj delnice Pivovarne Laško v času reorganizacije in odprodaje določenih delov Skupine Laško skupaj zvišal za 3,85 EUR na delnico, medtem ko se je tečaj delnice v času prevzemanja pivovarne Laško s strani Heinekena skupaj zvišal za 3,49 EUR na delnico.
Keywords:	prevzemi in združitve, Pivovarna Laško, Pivovarna Union, Heineken, globalna pivovarska podjetja
Place of publishing:	Maribor
Publisher:	[M. Marič]
Year of publishing:	2017
PID:	20.500.12556/DKUM-65041
UDC:	005.5
COBISS.SI-ID:	12771356
NUK URN:	URN:SI:UM:DK:BOCRKLTS
Publication date in DKUM:	12.07.2017
Views:	1927
Downloads:	391
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Mergers and aquisition as a coroporate growth strategy in the brewing industry
Abstract:	In the master work, we researched corporate capital integration in the brewing industry. Our main focus was the Slovenian market in context of global brewing influence. The Globalization and consolidation of companies and individual sectors are a complex way for fast market growth of companies in the current time. We can divide capital connections into integration, mergers and acquisition. In the master work, we give special attention to research mergers and acquisitions in the brewing industry. The companies on a developed market have great problems to keep the growth of revenues, because of an increased competition and increased company product offers. This is the reason why big global beer companies focus on the growth with mergers and acquisitions, rather than on the organic growth. The growth is this way financially difficult, but it brings key advantages like: access to distribution, brands, customers and likewise. Organic growth cannot always provide us these advantages in the same way. Entering a new market, which we don’t know, is always a dangerous process for a company’s growth. In the master work, we present current mergers and acquisitions, their advantages and disadvantages, traps and motives. We research for alternative form of company growth, forms of capital integration, mergers and acquisitions. To stop the competitive misuse of power, which is in lawful relations of mergers and acquisitions with regulations and restrictions, we researched the capital integration regulations in Slovenia and the European Union. We researched the brewing history in Slovenia and in foreign countries, the biggest and the most famous global beer festivals. We made a research of the Slovenian brewing industry and analysed the Slovenian beer companies Pivovarna Laško and Pivovarna Union. We analysed and researched capital integration pursuits of five of the biggest global beer companies. In the last part of the master work, we presented the history of Pivovarna Union and the Pivovarna Laško take-over. Hypothesis results showed that the beer quantity affected the market share Group Laško. Considering the finished research, we cannot confirm, that the market share fluctuated proportional to the marketing assets. Here we stressed out the importance of marketing assets. They influenced to increase market share, but they are not the only ones. The Pivovarna Union take-over, which happened some years ago, was long-termed and much more exposed to media, as the Pivovarna Union take-over from Heineken. The Stock market is highly sensitive to the companies’ business. Each small change can affect the stock exchange rate. Through the reorganization of Group Laško and through some company’s sales, the stock exchange rate grew up for a 3,85 EUR. While the Heineken Pivovarna Laško take-over, was at a stock exchange rate growth for a 3,49 EUR.
Keywords:	merger and acquisition, Pivovarna Laško, Pivovarna Union, Heineken, global beer companies

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