Tsingtao Beer Case Study: Developing A Long Established Domestic Beer Into A Rising Global Brand

Introduction

Introduction

This case study on Tsingtao Beer forms part of case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the brand is dealing with foreign brand competition and its movement into foreign markets.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market

Table of Contents :

VIEW 1

CATALYST 1

SUMMARY 1

ANALYSIS 2

Introduction 2

The beer market in China offers much potential 3

The ownership of Tsingtao has been varied in recent years 5

Expansion is very much part of the Tsingtao strategy 6

Tsingtao has a developing international focus 7

Tsingtao has now released a new lighter product version 7

The marketing of Tsingtao takes a varied approach with an accent on sports 8

Tsingtao sponsors a basketball team and was an official Olympic sponsor 8

Tsingtao has a visible presence at the Qingdao International Beer Festival 9

Tsingtao is keen to leverage the food pairing opportunity 9

Conclusions 10

APPENDIX 12

Case study series 12

Methodology 12

Secondary sources 12

Further reading 13

Ask the analyst 13

consulting 13

Disclaimer 13

List of Tables

Table 1: Alcoholic drinks market Value (US$ m) by category, China 2005-15 3

Table 2: Beer market value (US$ m) by type, China, 2005-15 4

Table 3: Beer market volume by company share, China, 2003-08 5

List of Figures

Figure 1: The Beijing Olympics of 2008 were a key opportunity for all Chinese brands 2

Figure 2: Tsingtao is actively seeking new markets and opportunities 8

Figure 3: Tsingtao light beer is steering the brand towards more diverse cuisines 10

For more information please visit :

http://www.aarkstore.com/reports/Tsingtao-Beer-Case-Study-developing-a-long-established-domestic-beer-into-a-rising-global-brand-45165.html

by: Aarkstore Enterprise

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