Changing the Game

The Swedish alcohol market has for a long time been characterized by strict legislations, developed in order to protect public health. Along with European integration, the trend of internationalization and globalization, and changes towards consumer-driven marketplaces, Sweden's alcohol policy has become fragmented and its existence directly threatened. Enterprises active on the Swedish alcohol market are currently facing a dynamic business environment, since changes in the country's alcohol policy may have a great impact on the industry structure, as well as on the operations of single enterprises. The purpose of this thesis is therefore to examine future strategic implications for an enterprise active on the Swedish alcohol market as a result of changes in its external environment. By describing and analyzing the macro environment and industry environment of an enterprise operating on the Swedish alcohol market, drivers of change have been identified, and future scenarios created. The strategy of an enterprise has been studied in order to identify the compatibility of its strengths and weaknesses with the opportunities and threats, arising in each scenario