Саенс Мартинес Де Пизон Регина -
The Impact of market conditions on business activities of international companies based in the Russian Federation: the case of Carlsberg Group
This Master thesis is an analysis of the impact of market conditions on the strategy of international business based in the Russian Federation. In order to perform this analysis some theoretical aspects such as pricing strategies, supply or demand were analysed. Carlsberg Group was chosen for the practical part. An analysis on the company data was performed and an interview to a Carlsberg worker was performed. The results show that the market conditions such as the devaluation of the ruble, the Ukrainian crisis, the alcohol related regulations, etc. have negatively affected the company. However the company developed a successful strategy thanks to which, the Group as an entity was not negatively affected because they were able to increase revenue with other activities and in other markets. .