以艾爾河谷啤酒廠為例為大家提供加拿大留學(xué)assignment參考
11-05, 2014
艾爾河谷啤酒廠創(chuàng)立于英國，它是一家只在英國運營的中型企業(yè)。該啤酒廠主要生產(chǎn)優(yōu)質(zhì)的瓶裝啤酒，淡啤酒和烈性啤酒。大多數(shù)的啤酒都會被銷往超市和城市中心高檔酒吧中的消費者。艾爾河谷啤酒廠堅持生產(chǎn)高質(zhì)量的啤酒來保證顧客滿意。艾爾河谷啤酒廠必須要有創(chuàng)新的想法來應(yīng)對與日俱增的市場競爭和需求。他們也要學(xué)會去承受經(jīng)濟上的損失。
下面列出幾種艾爾河谷啤酒廠的產(chǎn)品：
霍斯滕柏克 歐洲風(fēng)格窖藏啤酒 酒精濃度百分之五 260毫升玻璃瓶裝
貝爾納多 歐洲風(fēng)格窖藏啤酒 酒精濃度百分之五點五 240毫升玻璃瓶裝
卡密洛特 英倫風(fēng)苦味黑啤 酒精濃度百分之四點五 500毫升玻璃瓶裝
皇家方舟 英倫風(fēng)苦味黑啤 酒精濃度百分之五點六 500毫升玻璃瓶裝
金罐 愛爾蘭風(fēng)烈性黑啤 酒精濃度百分之五點二 500毫升玻璃瓶裝
現(xiàn)今的中國啤酒市場正處在飛速發(fā)展的階段，中國已經(jīng)成為了最好的啤酒市場之一，并且已持續(xù)四年支撐了主要的啤酒市場份額。
中國的啤酒市場并不是全國性的，不同市場的每一個不同的地區(qū)都有其特殊的口味，偏好和消費的模式。
Aire Valley Breweries was established in England. It is a medium sized company with all its operations in England. It manufactures premium bottled beers,lagers and stouts. Beer is supplied in enormous amounts to supermarkets and upmarket city-centre bars to sell it to ultimate consumers. The company maintains high quality of the beer and ensures customer satisfaction. It is required to think creatively in order to fight increasing competition and demand in the market. The company also needs to bear in mind the finanacial and economic consequences.
Here are its products:
* Hostenback. European style lager beer, 5% abv, in 260ml glass bottles
* San Bernardo. European style lager beer, 5.5% abv, in 240ml glass bottles
* Camelot. British style dark bitter beer, 4.5% abv, in 500ml glass bottles
* Ark Royal. British style dark bitter beer, 5.6% abv, in 500ml glass bottles
* Pot of Gold. Irish style dark stout beer, 5.2% abv, in 500ml glass bottles
Market Analysis
Today china's beer market is growing at a very rapid rate it holds aposition of being one of the best markets for beer,upholding major market share for last four years.
The beer market in China is not a national but an aggregate of local markets where each group has specific tastes, preferences and typical spending pattern. To prove this lets pick up a beer that people buy regularly such as Corona, Carlsberg, Tiger, Heinkein, Budwiser, Stroes. Now analyse why people buy such a product. Try to identify the factors whichinfluenced them such as product features, mood and other psychological state, their physical state or income bracket. The Foreign breweries like SABMiller, Inbev and Anheuser-Busch have entered the chinese market with different strategies like joint ventures and partnerships with domestic breweries.
#p#
Since 1947, the beer consumption has increased by 40 percent in China whereas it was static and slow in other markets. Like in U.S.A and Europe it increased at the rate of 1 to 2 percent.
Pest
China being a communist economy was giving enough leverage to set industires to the budding entrepreneurs. Paved a way for major mergers and acquitions. As a result, in october 2002, the chinese beer market met its fate when Anheuser-Busch , the US beer giant raised its shares in Tsingtao from 4.5 percent to 27 percent. Due to price competition the small chinese regional breweris had to merge with bigger giants of foreign origins.In Chinese social circle many great poets, writers are said to have been inspired by the consumption of alcholic beverages. Also people show their joy and happiness through consumption of beverages of light alcoholic content. The technological factors are low level technology and low labour cost which provoke company like ours to establish its saturated UK market to a highly
volatile chinese market.
Swot
STRENGTHS WEAKNESS
Product is very effective Lack of efficency and high cost structure Use of both cans and bottles Per unit cost high Effective brand name Ready for innovation
OPPORTUNITIES THREATS
Easy to tap market Competition Variety available Companies with low cost Planing for drought and wheat beer Highly establishes beer market
Competitive Landscape
The manufacturers of beer are the key performers in the beer market. The basic buyers consist of retail and on-trade companies and the important suppliers include producers of malted grain. The Chinese Beer Market is taken over mostly by the top three players holding 53.6% of the total market by volume. The establishment of company enhances the production capacity which leads the market leaders to own a wide range of brands. The capacity of a buyer and supplier depends on various factors such as buyers reliance and the availability of the raw materials for the end product.
Leading companies
Anheuser-Busch InBev (ABInBev) is the largest brewing company and sells its products across the world and renders services in over 30 countries. The company offers over 300 brands and also markets local brands as well. The company?s business is divided into two areas, first one being beer production and the second one being non-beer production. This company functions 10 beer plants and 13 mixed beverages plants in Brazil. In April 2009, the company announced its plans to spend $40 million to complete the first phase of a new brewery project in the Hebei Province of China. In June 2009, Anheuse-Busch sold its minority stake in Tsingtao Brewery to Chen Fashu for $235 million. In China, the company has 33 beverage plants and offers Beck?s, Budweiser, Harbin, Sedrin, Double Deer, KK, Zhujiang and Brahma beer brands. In 2008, 63.6 million hectoliters of beverages (including beer), have been sold in China.
Anheuser-Busch InBev generated revenues of $23.6 billion in the financial year ended December 2008 (FY2008), an increase of 11.6% over 2007. The company's net income in total was $1.9 billion in FY2008, a decrease of 41.4% compared with 2007. During the FY2008, the beer division recorded revenues of $21.6 billion, an increase of 11.6% over 2007.
SABMiller is the second largest leading company in beer business. Similar to the first company mentionedabove this company also offers brands worldwide and also deals in local brands. The company?s productionis divided in the manufacturing of beer and soft drinks. The company has 17 breweries and 16 bottlingplants in this segment. The sales volume of this segment was recorded 37 million hectoliters of lager in2008. SABMiller generated revenues of $18,703 million in the financial year ended March 2009, a decreaseof 12.6% compared to the previous year. The company's net income totaled $1,881 million in fiscal 2009, a decrease of 7% compared with 2008.
Tsingtao Brewery Company is responsible for the brewing and sale of beer. It is marketed and distributed to more than 60 countries and regions throughout the world. The company operates 53 breweries and 1 malting plant in 18 provinces, cities and regions all over China. Tsingtao Brewery generated revenues of $2.3 billion in the financial year (FY) ended December 2008, an increase of 16.9% over 2007. The company's net income totaled $100.5 million in FY2008, an increase of 25.3% over 2007.
Objectives
As the purpose of our business is to create and keep customers, it has only two key functions i.e. marketing and innovation. Our basic function is to attract new customers and retain old customers at profit. We concentrate on activities oriented with market and the consumer as we are consumer centred or consumer driven.Our mission is creation of demand, vision is creation of goodwill and aim is to capture larger market share. Our moto is to innovate,explore and expand.
Marketing Mix
The marketing mix is the mix of decisions about product features, prices, communications and distribution of products used by the marketing manager to position products competitively within the minds of consumers.
Product
*competitive product
*High Quality
* Large quantity
*Distict taste
* To beat world class competition
Price
Use of different pricing strategies for both off- trade and on- trade
Use of price skimming ( China has no middle class. It has either rich or poor. We target the rich .)
Dynamic as per market trend and orientation.
Place
Target market will be restaurants,golf course,supermarkets.
Ideology will be demographic distribution to the upper,middle lower rich class.
Promotion
Use of all the tools of communication like advertising,personal selling,sales promotion will be used to capture market share
Billboards.television,radios,magazines all will be used to launch the product so that new customers can be created.
下面列出幾種艾爾河谷啤酒廠的產(chǎn)品：
霍斯滕柏克 歐洲風(fēng)格窖藏啤酒 酒精濃度百分之五 260毫升玻璃瓶裝
貝爾納多 歐洲風(fēng)格窖藏啤酒 酒精濃度百分之五點五 240毫升玻璃瓶裝
卡密洛特 英倫風(fēng)苦味黑啤 酒精濃度百分之四點五 500毫升玻璃瓶裝
皇家方舟 英倫風(fēng)苦味黑啤 酒精濃度百分之五點六 500毫升玻璃瓶裝
金罐 愛爾蘭風(fēng)烈性黑啤 酒精濃度百分之五點二 500毫升玻璃瓶裝
現(xiàn)今的中國啤酒市場正處在飛速發(fā)展的階段，中國已經(jīng)成為了最好的啤酒市場之一，并且已持續(xù)四年支撐了主要的啤酒市場份額。
中國的啤酒市場并不是全國性的，不同市場的每一個不同的地區(qū)都有其特殊的口味，偏好和消費的模式。
Aire Valley Breweries was established in England. It is a medium sized company with all its operations in England. It manufactures premium bottled beers,lagers and stouts. Beer is supplied in enormous amounts to supermarkets and upmarket city-centre bars to sell it to ultimate consumers. The company maintains high quality of the beer and ensures customer satisfaction. It is required to think creatively in order to fight increasing competition and demand in the market. The company also needs to bear in mind the finanacial and economic consequences.
Here are its products:
* Hostenback. European style lager beer, 5% abv, in 260ml glass bottles
* San Bernardo. European style lager beer, 5.5% abv, in 240ml glass bottles
* Camelot. British style dark bitter beer, 4.5% abv, in 500ml glass bottles
* Ark Royal. British style dark bitter beer, 5.6% abv, in 500ml glass bottles
* Pot of Gold. Irish style dark stout beer, 5.2% abv, in 500ml glass bottles
Market Analysis
Today china's beer market is growing at a very rapid rate it holds aposition of being one of the best markets for beer,upholding major market share for last four years.
The beer market in China is not a national but an aggregate of local markets where each group has specific tastes, preferences and typical spending pattern. To prove this lets pick up a beer that people buy regularly such as Corona, Carlsberg, Tiger, Heinkein, Budwiser, Stroes. Now analyse why people buy such a product. Try to identify the factors whichinfluenced them such as product features, mood and other psychological state, their physical state or income bracket. The Foreign breweries like SABMiller, Inbev and Anheuser-Busch have entered the chinese market with different strategies like joint ventures and partnerships with domestic breweries.
#p#
Since 1947, the beer consumption has increased by 40 percent in China whereas it was static and slow in other markets. Like in U.S.A and Europe it increased at the rate of 1 to 2 percent.
Pest
China being a communist economy was giving enough leverage to set industires to the budding entrepreneurs. Paved a way for major mergers and acquitions. As a result, in october 2002, the chinese beer market met its fate when Anheuser-Busch , the US beer giant raised its shares in Tsingtao from 4.5 percent to 27 percent. Due to price competition the small chinese regional breweris had to merge with bigger giants of foreign origins.In Chinese social circle many great poets, writers are said to have been inspired by the consumption of alcholic beverages. Also people show their joy and happiness through consumption of beverages of light alcoholic content. The technological factors are low level technology and low labour cost which provoke company like ours to establish its saturated UK market to a highly
volatile chinese market.
Swot
STRENGTHS WEAKNESS
Product is very effective Lack of efficency and high cost structure Use of both cans and bottles Per unit cost high Effective brand name Ready for innovation
OPPORTUNITIES THREATS
Easy to tap market Competition Variety available Companies with low cost Planing for drought and wheat beer Highly establishes beer market
Competitive Landscape
The manufacturers of beer are the key performers in the beer market. The basic buyers consist of retail and on-trade companies and the important suppliers include producers of malted grain. The Chinese Beer Market is taken over mostly by the top three players holding 53.6% of the total market by volume. The establishment of company enhances the production capacity which leads the market leaders to own a wide range of brands. The capacity of a buyer and supplier depends on various factors such as buyers reliance and the availability of the raw materials for the end product.
Leading companies
Anheuser-Busch InBev (ABInBev) is the largest brewing company and sells its products across the world and renders services in over 30 countries. The company offers over 300 brands and also markets local brands as well. The company?s business is divided into two areas, first one being beer production and the second one being non-beer production. This company functions 10 beer plants and 13 mixed beverages plants in Brazil. In April 2009, the company announced its plans to spend $40 million to complete the first phase of a new brewery project in the Hebei Province of China. In June 2009, Anheuse-Busch sold its minority stake in Tsingtao Brewery to Chen Fashu for $235 million. In China, the company has 33 beverage plants and offers Beck?s, Budweiser, Harbin, Sedrin, Double Deer, KK, Zhujiang and Brahma beer brands. In 2008, 63.6 million hectoliters of beverages (including beer), have been sold in China.
Anheuser-Busch InBev generated revenues of $23.6 billion in the financial year ended December 2008 (FY2008), an increase of 11.6% over 2007. The company's net income in total was $1.9 billion in FY2008, a decrease of 41.4% compared with 2007. During the FY2008, the beer division recorded revenues of $21.6 billion, an increase of 11.6% over 2007.
SABMiller is the second largest leading company in beer business. Similar to the first company mentionedabove this company also offers brands worldwide and also deals in local brands. The company?s productionis divided in the manufacturing of beer and soft drinks. The company has 17 breweries and 16 bottlingplants in this segment. The sales volume of this segment was recorded 37 million hectoliters of lager in2008. SABMiller generated revenues of $18,703 million in the financial year ended March 2009, a decreaseof 12.6% compared to the previous year. The company's net income totaled $1,881 million in fiscal 2009, a decrease of 7% compared with 2008.
Tsingtao Brewery Company is responsible for the brewing and sale of beer. It is marketed and distributed to more than 60 countries and regions throughout the world. The company operates 53 breweries and 1 malting plant in 18 provinces, cities and regions all over China. Tsingtao Brewery generated revenues of $2.3 billion in the financial year (FY) ended December 2008, an increase of 16.9% over 2007. The company's net income totaled $100.5 million in FY2008, an increase of 25.3% over 2007.
Objectives
As the purpose of our business is to create and keep customers, it has only two key functions i.e. marketing and innovation. Our basic function is to attract new customers and retain old customers at profit. We concentrate on activities oriented with market and the consumer as we are consumer centred or consumer driven.Our mission is creation of demand, vision is creation of goodwill and aim is to capture larger market share. Our moto is to innovate,explore and expand.
Marketing Mix
The marketing mix is the mix of decisions about product features, prices, communications and distribution of products used by the marketing manager to position products competitively within the minds of consumers.
Product
*competitive product
*High Quality
* Large quantity
*Distict taste
* To beat world class competition
Price
Use of different pricing strategies for both off- trade and on- trade
Use of price skimming ( China has no middle class. It has either rich or poor. We target the rich .)
Dynamic as per market trend and orientation.
Place
Target market will be restaurants,golf course,supermarkets.
Ideology will be demographic distribution to the upper,middle lower rich class.
Promotion
Use of all the tools of communication like advertising,personal selling,sales promotion will be used to capture market share
Billboards.television,radios,magazines all will be used to launch the product so that new customers can be created.
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