Företagsvärdering : En fallstudie av Betsson AB
The online gambling market has during recent years experienced high growthmostly due to the popularity of online poker. Today other games such as casinoare growing in popularity and more customers are turning to the onlinegambling market instead of the regular gambling market. As with all growthmarkets more and more companies establishes on the online gambling marketeven though high external risk factors such as regulations and nationalbans. Companies such as Betsson connected to the online gambling marketsuch are experiencing high growth which has made them interesting objectsfor investing.This bachelor thesis intends to study competitive advantages, investigate possibilitiesto keep and increase market share, and use this information combinedwith a financial analysis. The purpose of the thesis is to describe andanalyze the future of Betsson AB from the perspective of an investor. This isachieved with a case study of Betsson.Qualitative and quantitative research with semi-structured interviews hasbeen chosen to collect information vital for the thesis. All six individuals fromthe interview sample work close to Betsson or the online gambling market ona daily bases. These individuals are the assistant of the CEO at Betsson, stockanalysts and a professional poker player. This sample was chosen to view theproblem from several different angles.The conclusion from this thesis describes Betsson as a company with a strongposition on the online gambling market both in terms of competitive advantageand market share. Several internal and external factors are in favour forcontinuing growth. The legal aspects are however still a major risk factor andits affects should be considered before an investment in Betsson is made.Key word: discounted cash flow model, SWOT, PESTEL, Porter, five forces, externalanalysis, internal analysis, multiples, company valuation, market share,online gambling and online gambling companies, Betsson, case study.
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