Challenges Related to Marketing and Branding in the Chinese Beer Industry

• The demand of American beer has been increased in Europe, Asia and South America.

Promotional spending is more efficient in densely populated areas Large numbers of people are not considered despite the fact that people outside the major urban centers may make up the majority of the national population

distributors, brewers and retailers. A change suggested in Grolsch’s historic strategy is not to adapt the market completely in this case because it is an industry that gives importance to the country-of-origin. Markets Targeted: South Africa: Monopoly Market, No.1 SABMiller (Market Share: 98%) Brazil: Occupied by major Brewery Groups. China: Competitive Market. How to Compete: South Africa Brazil China Additional Line with SABMiller Co-Promotion with SABMiller

When entering the Canadian market, Guo faced multiple problems that halted the process. These problems included; high duties and taxes, non-Chinese Canadian consumers not knowing Yanjing’s products, and Canadian prices compared to the Chinese market prices. Although there are many present problems with selling this beer in Canada, immigrant entrepreneurs can avail services and are able to stay in the market. As long as one stays vigilant and was willing to take high risks, the success in importation of beer to Canada could be achieved.

Craft beer should not only be sold as premium beer among graduates and people with income of more than 75000 USD but also to people with moderate income.

Interbrew can use a transnational strategy in this sense, as it can cater towards local demands to ensure they are getting the sales over their substitutes. This involves providing the local residents with their favourite brand that they are used to, along with promoting their global brand, Stella Artois, to those markets that have an increase in the demand for premium beer.

China has become the second beer market in the world today. Tsingtao Brewery is the top beer manufacturer in China. The Tsingtao Brewery was founded in 1903 by German settlers in Qingdao, China.

SABMiller's strong presence in Middle East and Africa and Latin America, and high CAGR for the 2013-2018 period, is expected to strengthen its position globally and support its strategy of local branding. In emerging markets, consumer tastes are much more diverse and localised, and SABMiller responds to this via the development of provincial beers where product distribution is limited and illicit trade is significant.

The report first delivers a background of market attractiveness and uncontrollable macro-economic factors relevant to market entry such as the political and economic climate, socio-cultural, legal, environmental and technological factors that may effect and influence the international marketing practices of the organisation in entering the Chinese Wine Market.

Despite the dominance of Carlsberg, in its annual report BGD could lay claim to being the largest Scandinavian beer exporter. This was because Carlsberg placed emphasis on licensing agreements or local production for its foreign markets, while BGD’s strategy was export led: ‘Eighty-three out of every hundred bottles of beer that we produce are sold in foreign markets.’ By 1995 the percentage of export sales by region of the world was as follows: western Europe 63 per cent, the Americas 10 per cent, eastern Europe 22 per cent, others 5 per cent. The development of BGD’s operations in some of these markets is now reviewed.

3. Traditionally, De Beers would buy the supply from other producers to control the market output. With the rise of competitors this became increasingly difficult. As alternatives to the cartel emerged, the bargaining power of suppliers grew. Argyle’s eventual

|What do you see as the key success factors for firms in the global beer industry? |

Table of ContentExecutive summary3Corporate Background4Which industry or industries is the firm operating in?4Who are the customers?4Where does the company serve?5What needs are being satisfied by the company´s goods or services?5What are the company's distinctive competencies?6Which generic strategy in currently used by the company?7Country analysis and attractiveness assessment7Brazil PEST analysis7India PEST analysis12South Korea PEST analysis15Industry and Competitive Analysis-18Porter's Five Forces Analysis of Beer Industry in Thailand (as Consolidated Industry)18Beer industry in Brazil19Beer industry in India19Beer industry in South Korea20Company Situation22Problem/Key Issue22References24Executive summaryBoon Rawd Brewery is an

Initially, the company distributed free cases to college students across the country in an attempt to get their product in the hands of its consumers. This campaign became very successful and rapid proliferation of sales became the norm. The company continued to tailor their advertising to appeal to their target audience by sponsoring extreme sports, events, teams, and athletes. They sponsor athletes in the BMX, skiing, rally car, MLS Soccer, and many other sports industries (Red Bull). By sponsoring athletes such as Travis Pastrana and Shaun White, their “double bull” logo is never out of the spotlight, and constantly seen by the consumer.

2011 proved to be a good year for beer, with a 7% total growth volume, amounting to 108 million litres. The demand for beer products continue to grow steadily with the escalating trend of social drinking in Singapore. Previously restricted to venues such as clubs and bars, beer products are increasingly being consumed at local coffee shops or hawker centres or being purchased off the shelf. (EuroMonitor International 2011, Beer in Singapore)