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... Group Denmark is a traditional Danish company that operate from two breweries either end of Denmark. They are a result of a merge between companies, which have now established them as the second largest brewery in Denmark. They are a small Danish brewery, which is fighting for a position in Europe and across the world. They import their beer into selected markets, these are Italy, The Caribbean, Germany, The Baltic States, Brazil, Russia, China and other Western European countries through a network of joint partnership schemes when distributing the beer. STRATEGIC GROUPS Identifies organisations that have similar strategic characteristics through strategies or them competing on a similar bases. Figure 1 shows a strategic group map of the Brasseries Kronenbourg and Brewery Group Denmark. The key characteristics are geographical coverage of Europe and marketing intensity these are illustrated through the two brands. Brasseries Kronenbourg (A1) are a multi national company that ...