International Business: Namibia Breweries Limited

Running Head: INTERNATIONAL BUSINESS 1
International Business: Namibia
Breweries Limited

INTERNATIONAL BUSINESS 2
Executive Summary
In the alcoholic beverage industry, beer is one of the most significant and profitable segment.
There are various nations, which are in the top list for the production of craft beer and beer.
Nowadays, companies prefer to select business expansion as their growth strategy. It assists the
organization to increase its revenues and profits in the industry. The major objective of this
report is to prepare an international business report for a Namibian organization i.e. Namibia
Breweries Limited (NBL). Namibia Breweries Limited is a brewery that was founded in the year
1920 and offers various alcoholic beverages in different countries. The below report focuses on
international business expansion of Namibian country into new foreign market i.e. Italy. First,
the company is planning to offer its Windhoek Light beer into Italian market. In this report, the
external environment of country is evaluated by using factors of PESTLE framework. Moreover,
internal resources and capabilities of company are analyzed. In the end section,
recommendations are given to NBL in context of general strategy and market entry modes.

INTERNATIONAL BUSINESS 3
Table of Contents
Introduction.................................................................................................................................................4
Introduction about Company product and foreign Country........................................................................4
Evaluation of Foreign Country.....................................................................................................................6
Political Factors.......................................................................................................................................7
Economic Factors.....................................................................................................................................7
Social and Cultural Factors......................................................................................................................8
Legal Factors............................................................................................................................................8
Financial Climate.....................................................................................................................................8
Internal Resources and Capabilities.............................................................................................................9
Recommendations.....................................................................................................................................12
General Strategy....................................................................................................................................12
Market Entry Mode...............................................................................................................................12
Conclusion.................................................................................................................................................13
References.................................................................................................................................................14

INTERNATIONAL BUSINESS 4
Introduction
Alcoholic beverages sector is one of the oldest sectors on the earth and this industry is divided
into three types like beer, wine and spirits. In today’s environment, there are many changes in the
needs and preferences of customers. Among all products, beer accounts for 50% of international
alcohol consumption. In this sector, major distribution channels are wholesalers, producers,
retailers and distributors. The major purpose of this report is to develop an international
marketing report for the chosen organization in Namibia i.e. Namibia Breweries Limited. The
product of the company that is taken into consideration here is Windhoek Light that is a light
beer products. The company is planning to expand its business in new foreign market i.e. Italy.
This report includes the analysis of chosen foreign market considering different aspects like
political, economic, socio-cultural, legal and financial climate. Moreover, it covers the internal
resources and capabilities of Namibia Breweries Limited. At the end, recommendations are given
on general strategy and market entry modes which the organization can use to offer Windhoek
Light in foreign country.
Introduction about Company product and foreign Country
Namibia Breweries Limited (NBL) is a brewery firm in Namibia that was founded the year
1920 when Hermann Ohlthaver and Carl List purchased 4 small breweries with financial
complexities. These breweries were united under the name South West Breweries Limited. After
that, it has changed its name to Namibia Breweries Limited when this country got independence
on 21 March 1990. By using effective strategies and tactics, the firm is able to manage and
develop its operations (Namibia Breweries Limited, 2018). Currently, NBL offers a wide range
of products and exports 60% of its manufacturing to South Africa and 22 other nations all over
the world. Major products of NBL are stated below:
Brewed Under License:
 Heineken
 Amstel Lite
 Amstel Lager
Owned Products