Hansen Ladbrokes indtrængning på det fysiske danske spillemarked En markedsanalyse af det danske spillemarked efter liberali- seringen, der skal vurdere attraktiviteten af markedet for den britiske bookmaker Ladbrokes PLC Aarhus Universitet, Business and Social Sciences Efterår Side 1 af The thesis is especially relevant given the inherent changes to the market structure of the sports betting market in Denmark, following the liberalization which came into effect on Jan- uary 1 st,effectively allowing bookmakers to own and operate psychical betting loca- tions in Denmark. The liberalization ended one of Europe s longest running market monopo- lies, allowing bookmakers to challenge Danske Spil s dominant market position, and providing gamblers with ever more alternatives. In addition to analyzing the market following the change in legislation, this thesis also consists of a case study of British bookmaker, Ladbrokes, which is the biggest bookmaker in terms of retail locations in the UK. The thesis seeks to analyze the potential entry modes Ladbrokes can utilize in tapping into the Danish market. However, before recommending entry strategies, an analysis of Ladbrokes internal processes is conducted. The internal analysis concludes that Ladbrokes has significant strengths within product development and marketing in addition to having a unique distribution strategy in the UK. The internal analysis further identifies key opportunities for Ladbrokes to leverage its strengths to the Danish market.