•   金依梅   JIN, Yi Mei                                •   孔庆臻   KONG, Qing Zhen                                •   石京云   SH...
Anheuser-Busch Budweiser Anheuser-Busch Budweiser Anheuser-Busch Budweiser Anheuser-Busch Budweiser Anheuser-Busch Budweis...
1. Background                3
1. Background         Based in St. Louis, Anheuser-Busch is the leading American brewer,      holding a 48.3 percent share...
1. Background    Sales in China:    • Business in China for 5 years;    • Profitable (unit margins:25%; market share : >50...
1. Background      Our Target :      Plan an expansion strategy to expand into other price      segment of market      Pre...
2. Industry Structure                        7
2. Industry Structure2.1 Brief History of Chinese Beer IndustryPreliminary stage (1900-1978)    Brewery:90 players Volume:...
2. Industry Structure      Market Share U.S. CR4 vs CN CR3  No.1 An-Heuser-Busch                  No.1 Snow  No.2 Miller  ...
2. Industry Structure   2.2 The future beer industry demand and suply                                                   10
2. Industry Structure          World top 10 countries beer production (Million Litres)             China        U.S.      ...
2. Industry Structure      China Beer consumption per capita predict                                                  12
2. Industry Structure   HOT SPOTS FOR BEER PRODUCTS ACROSS CHINA   Nationwide distribution map of beer mfg. enterprises   ...
2. Industry Structure         The percentage of Four big sales channels 2010, China       Traditional Channel             ...
2. Industry Structure   Market Share 2010, China                              15
Oligopoly3. Acquisition / Partnering                                     16
3. Acquisition / Partnering                               Top 10 Brand in China      Qingdao(TSINGTAO)          Xuehua(SNO...
3. Acquisition / Partnering                                    Well-Know China Brand     Qingdao(TSINGTAO)         XUEHUA(...
3. Acquisition / Partnering                                                                         super                 ...
15                                                                     20                                                 ...
3. Acquisition / Partnering                          Super brand performance                                       Grow ra...
3. Acquisition / Partnering                   Super brand activity since 2010      18      16                             ...
3. Acquisition / Partnering                                      Middle brand performance                            Carls...
3. Acquisition / Partnering                                          Middle brand performance                             ...
3. Acquisition / Partnering                     Middle brand performance                                        Jinwei 1.8...
3. Acquisition / Partnering                    Middle brand Activity since 2010     100%     100%               Production...
3. Acquisition / Partnering                    West China Beer Volume Growth West China (9 Provinces, 1 City)             ...
10                                                 15                                                      20             ...
3. Acquisition / Partnering    West China focusing     9 Provinces, 1 City                             3.Acquisition      ...
3. Acquisition / Partnering    West China focusing     9 Provinces, 1 City                                 3.Acquisition  ...
3. Acquisition / Partnering     9 Provinces, 1 City                                 3.Acquisition                    2.Ind...
3. Acquisition / Partnering     9 Provinces, 1 City                                 3.Acquisition                    2.Ind...
creativity ingenuity4. Creating New Brands iN                                        33
4. Creating New Brands Head office location  HeiLongJiang        FuJian    GuangDong     ZheJiang         HuBei         Ji...
4. Creating New Brands     HuNan                         ZheJiang        ZheJiang           JiLin    Province        Shang...
4. Creating New Brands                        Acquisition                        Donated to                          Price...
4. Creating New Brands• online retail stores in China                                             4.Creating              ...
4. Creating New Brands                                                                ®                                   ...
Internet Marketing (Webvertising)                                    40
4. Creating New Brands Newspaper advertisement                                   Television advertisement                 ...
4. Creating New Brands                                    Out-of-home advertising  Metro advertisement                    ...
4. Creating New Brands                                             4.Creating               2.Industry   3.Acquisition    ...
by using attractive womenin advertisingto attract more customers
Product Placement ( Embedded Marketing )                                           45
4. Creating New Brands                                           Retail Price     Product Line          Positioning       ...
4. Creating New Brands         Its not only for young generations or for old ones,         it’s for the people who care th...
4. Creating New Brands       iBud+                       competitorsSource :Auchan (Yingtian Street, Nanjing), 2012-03-28
4. Creating New Brands       iBud basic                               competitorsSource :Auchan (Yingtian Street, Nanjing)...
4. Creating New BrandsLow-End Market                                                 Creating low-end brands              ...
Execution5. Conclusion / Solution                                   51
5. Conclusion / Solution                          Strength                         Weakness                         S     ...
Share of Segment                       223.3 MM Bbls(87.5%)      26.1 MM Bbls(10%)   6.3 MM Bbls(2.5%)                100%...
5. Conclusion / Solution                         Expansion Strategy                               Existing Products       ...
Market Penetration            第一位            第二位            第三位            第四位 市场       品牌     占有率     品牌     占有率     品牌  ...
5. Conclusion / Solution                Advantage and Disadvantage analysis                        on Acquisition         ...
5. Conclusion / Solution                Advantage and Disadvantage analysis                   on Creating new brands      ...
5. Conclusion / Solution            Market ExpansionCreating new brandsAcquisitionCase Study :             Team 3Expansion...
Any Question?            59
Expansion of Current Anheuser-Busch Business in China
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Expansion of Current Anheuser-Busch Business in China

  1. 1. • 金依梅 JIN, Yi Mei • 孔庆臻 KONG, Qing Zhen • 石京云 SHI, Jing Yun • 林志杰 LIN, Jhih-Jie • 周卫国 ZHOU, Wei GuoExpansion of CurrentAnheuser-Busch Business in China Case 1 1 Applied Business Strategy Course Project
  2. 2. Anheuser-Busch Budweiser Anheuser-Busch Budweiser Anheuser-Busch Budweiser Anheuser-Busch Budweiser Anheuser-Busch Budweiser Anheuse Final Exam - Case 1 1. Background JIN, Yi Mei 金依梅 enly0417@yahoo.com.cn KONG, Qing Zhen 孔庆臻 2. Industry Structure njryo@163.com SHI, Jing Yun 石京云 3. Acquisition / Partnering jingyun.shi@hotmail.com LIN, Jhih-Jie 林志杰 4. Creating New Brands jet988@gmail.com 5. Conclusion / Solution ZHOU, Wei Guo 周卫国 12644265@qq.com 2er-Busch Budweiser Anheuser-Busch Budweiser Anheuser-Busch Budweiser Anheuser-Busch Budweiser Anheuser-Busch Budweiser Anheuser-Busch B
  3. 3. 1. Background 3
  4. 4. 1. Background Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 48.3 percent share of U.S beer sales to retails. The company brews the world’s largest-selling beers, Budweiser and Bud Light, and distributes these and many other popular brands through a strong network of more than 500 independent wholesalers. It is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo.1.Background 2.Industry 3.Acquisition 4.Creating 5.Conclusion Structure / Partnering New Brands / Solution 4
  5. 5. 1. Background Sales in China: • Business in China for 5 years; • Profitable (unit margins:25%; market share : >50%) • High competition in highest price segment of product category • Growth limitations in highest price segment due to affordability Beer Industry in China : • Highest price segment : small of industry (10%) • Other price segment: big of industry (90%)1.Background 2.Industry 3.Acquisition 4.Creating 5.Conclusion Structure / Partnering New Brands / Solution 5
  6. 6. 1. Background Our Target : Plan an expansion strategy to expand into other price segment of market Present how to proceed with this expansion strategy1.Background 2.Industry 3.Acquisition 4.Creating 5.Conclusion Structure / Partnering New Brands / Solution 6
  7. 7. 2. Industry Structure 7
  8. 8. 2. Industry Structure2.1 Brief History of Chinese Beer IndustryPreliminary stage (1900-1978) Brewery:90 players Volume:37.3ML High cost high priceRapid Expansion (1979-1989) Brewery:813 players Volume:656.4ML Small scale brewery | Market demand exceeds supplyGradually Matured (1990-Now) Brewery:813 players Volume:4480ML Merge and Acquisition | The world first production and consumption power(2002) | CR3 45%(2009)
  9. 9. 2. Industry Structure Market Share U.S. CR4 vs CN CR3 No.1 An-Heuser-Busch No.1 Snow No.2 Miller No.2 Qingtao No.3 Coors No.3 Yanjing 9
  10. 10. 2. Industry Structure 2.2 The future beer industry demand and suply 10
  11. 11. 2. Industry Structure World top 10 countries beer production (Million Litres) China U.S. Russia Brazil German Mexico Japan England Spain Polan 11
  12. 12. 2. Industry Structure China Beer consumption per capita predict 12
  13. 13. 2. Industry Structure HOT SPOTS FOR BEER PRODUCTS ACROSS CHINA Nationwide distribution map of beer mfg. enterprises Shandong, Henan and Jiangsu are the major production bases for beer in China 13
  14. 14. 2. Industry Structure The percentage of Four big sales channels 2010, China Traditional Channel Catering &Restaurant SuperMarket Evening show, Bar, KTV 14
  15. 15. 2. Industry Structure Market Share 2010, China 15
  16. 16. Oligopoly3. Acquisition / Partnering 16
  17. 17. 3. Acquisition / Partnering Top 10 Brand in China Qingdao(TSINGTAO) Xuehua(SNOW) YANJING BAIWEI(Budweiser) Shancheng-Chongqing ZHUJIANG(PERRLRIVER) HARBIN JINGWEI(Kingway) XUEJIN(SEDRIN) JINGXING(Kingstar) 3.Acquisition 2.Industry 4.Creating 5.Conclusion1.Background / Partnering Structure New Brands / Solution 17
  18. 18. 3. Acquisition / Partnering Well-Know China Brand Qingdao(TSINGTAO) XUEHUA(SNOW) YANJINGSHANCHENG-CHONGQING ZHUJIANG(PEARLRIVER) JINWEI(Kingway) XUEJING(SEDRIN) JINGXING(Kingstar) HUIQUAN HANSI SIHAI SHENGTAI JINGSHIBAI(Jinsben) HUANGHE QINGLI LIQUAN LASA LANBEI(BC) DAXUE ZHONGLOU YINMAI 3.Acquisition 2.Industry 4.Creating 5.Conclusion1.Background / Partnering Structure New Brands / Solution 18
  19. 19. 3. Acquisition / Partnering super brand, local Brand Market Share brand, 40% 45.20% middle , 0 , 0 brand, ,0 14.80% ,0 ,0 ,0 3.Acquisition 2.Industry 4.Creating 5.Conclusion1.Background / Partnering Structure New Brands / Solution 19
  20. 20. 15 20 25 30 35 10 0 5 qingdao sandeli libo hupai laige 1.Background zhupi laoshan huiquan sanxing huadan guangshiboluo LAIKEStructure binbingyang2.Industry jinbaishi ganmai nanchang xinjiang longjin baisha 3. Acquisition / Partnering jinxingwang baoji / Partnering 3.Acquisition wanli Market share qianjiang hansha lanmei Local brand performance shihao lijia lanma 4.Creating sankongNew Brands xinrongcheng hongjian 20 / Solution5.Conclusion Market share
  21. 21. 3. Acquisition / Partnering Super brand performance Grow rate 20% 15% 15% 12% Qingdao(tsingtao) Xuehua(SNOW) Yanjing BAIWEI(Budweiser) 3.Acquisition 2.Industry 4.Creating 5.Conclusion1.Background / Partnering Structure New Brands / Solution 21
  22. 22. 3. Acquisition / Partnering Super brand activity since 2010 18 16 3 14 12 10 7 8 6 1 4 4 7 2 0 1 0 Acquisition Partnering Creating new company Qingdao(tsingtao) Xuehua(SNOW) Yanjing 3.Acquisition 2.Industry 4.Creating 5.Conclusion1.Background / Partnering Structure New Brands / Solution 22
  23. 23. 3. Acquisition / Partnering Middle brand performance Carlsber Chongqingshancheng 200.00% 2.5 150.00% 2 1.5 100.00% 1 Growth rate Growth rate 50.00% 2011-5市场占比 2011年5月份 0.5 2010-5市场占比 2010年5月份 0.00% 0 重啤 雪花 重啤 雪花 雪花 重啤 雪花 重啤 雪花 重啤 雪花 重啤 嘉士伯 嘉士伯 嘉士伯 雪花 雪花 燕京 -0.5 -50.00% 第 第 第 第 第 第 第 第 第 第 第 第 第一 第二 第一 第二 第一 第二 一 二 一 二 一 三 一 四 一 三 一 四 位 位 位 位 位 位 重庆 宜宾 合肥 南京 自贡 嘉兴 大理 银川 乌鲁木齐 3.Acquisition 2.Industry 4.Creating 5.Conclusion1.Background / Partnering Structure New Brands / Solution 23
  24. 24. 3. Acquisition / Partnering Middle brand performance Jinxin 1.8 Zhujiang 1.6 2.5 1.4 1.2 2 1 0.8 1.5 0.6 0.4 Growth rate Growth rate 0.2 1 0 2011年5月份 2011年5月份 奥克(雪花) 金星 金星 金星 雪花 金星 雪花 嘉士伯 -0.2 0.5 2010年5月份 2010年5月份 0 重啤 雪花 重啤 雪花 雪花 重啤 雪花 重啤 雪花 重啤 雪花 重啤 -0.5 第一 第二 第一 第二 第一 第三 第一 第四 第一 第三 第一 第四 地位 第一 第二 第一 第二 第一 第一 重庆 宜宾 合肥 南京 自贡 嘉兴 郑州 昆明 成都 贵阳 3.Acquisition 2.Industry 4.Creating 5.Conclusion1.Background / Partnering Structure New Brands / Solution 24
  25. 25. 3. Acquisition / Partnering Middle brand performance Jinwei 1.8 1.6 1.4 1.2 1 0.8 Growth rate 0.6 0.4 2011年5月份 0.2 0 2010年5月份-0.2 金威 青岛 金威 雪花 金威 雪花 金威 珠江-0.4 第二 第一 第五 第一 第四 第一 第六 第一 深圳 天津 成都 佛山 3.Acquisition 2.Industry 4.Creating 5.Conclusion1.Background / Partnering Structure New Brands / Solution 25
  26. 26. 3. Acquisition / Partnering Middle brand Activity since 2010 100% 100% Production Capability Production Capability Improvement 3.Acquisition 2.Industry 4.Creating 5.Conclusion1.Background / Partnering Structure New Brands / Solution 26
  27. 27. 3. Acquisition / Partnering West China Beer Volume Growth West China (9 Provinces, 1 City) Before 2003 Improved to 12L/P 3.Acquisition 2.Industry 4.Creating 5.Conclusion1.Background / Partnering Structure New Brands / Solution 27
  28. 28. 10 15 20 25 30 35 0 5 qingdao landai yanjing sandeli 1.Background shengli beike libo zhujiang baotuquan hupai haomen xiliStructure2.Industry laige hansi huanghe zhupi xingyinge lidou laoshan beijing 3. Acquisition / Partnering shangcheng huiquan jinxing / Partnering 3.Acquisition yinbao Top Local Brand sanxing guangming aoke huadan lanjian heishi guangshiboluo jinling 4.Creating KKNew Brands LAIKE XIHU Sanjiu • Acquisition or Partnering the local brand binbingyang yinze 28 / Solution5.Conclusion
  29. 29. 3. Acquisition / Partnering West China focusing 9 Provinces, 1 City 3.Acquisition 2.Industry 4.Creating 5.Conclusion1.Background / Partnering Structure New Brands / Solution 29
  30. 30. 3. Acquisition / Partnering West China focusing 9 Provinces, 1 City 3.Acquisition 2.Industry 4.Creating a 5.Conclusion1.Background / Partnering Structure New Brand / Solution 30
  31. 31. 3. Acquisition / Partnering 9 Provinces, 1 City 3.Acquisition 2.Industry 4.Creating a 5.Conclusion1.Background / Partnering Structure New Brand / Solution 31
  32. 32. 3. Acquisition / Partnering 9 Provinces, 1 City 3.Acquisition 2.Industry 4.Creating a 5.Conclusion1.Background / Partnering Structure New Brand / Solution 32
  33. 33. creativity ingenuity4. Creating New Brands iN 33
  34. 34. 4. Creating New Brands Head office location HeiLongJiang FuJian GuangDong ZheJiang HuBei JiangSu Province Province Province Province Province Province • • • • • • 黑 福 廣 浙 湖 江 龍 建 東 江 北 蘇 江 雪 珠 國 金 南 哈 津 江 光 龍 京 爾 啤 啤 啤 泉 金 濱 酒 酒 酒 啤 陵 啤 酒 啤 酒 酒 • Harbin • Sedrin • ZhuJiang • GuoGuang • Chero • JinlingSince 1900 1986 1985 1985 1978 1958 4.Creating 2.Industry 3.Acquisition 5.Conclusion1.Background New Brands Structure / Partnering / Solution 34
  35. 35. 4. Creating New Brands HuNan ZheJiang ZheJiang JiLin Province Shanghai Province Province Province• • • • •湖 上 浙 浙 吉南 海 江 江 林金 KK 紅 雙 冰白 啤 石 鹿 川沙 酒 梁 啤 啤啤 啤 酒 酒酒 酒• JinBaiSha • KK • Red Rock • Double Deer • BingChuan 1976 1958 1983 1972 2003 4.Creating 2.Industry 3.Acquisition 5.Conclusion1.Background New Brands Structure / Partnering / Solution 35
  36. 36. 4. Creating New Brands Acquisition Donated to Price the China Gov. ? HKD USD 5,100,000,000 + 8,000,000 + Worth it ?? ? Worth it ?? RMB RMB 5,886,000,000 + 1,000,000 +Source :• http://www.ab-inbev.cn/c_impacts.html• http://fgw.harbin.gov.cn/tzhrb/tzdt/2004/09/3772.htm• http://www.putian.gov.cn/a/20100709/00001.html 4.Creating 2.Industry 3.Acquisition 5.Conclusion1.Background New Brands Structure / Partnering / Solution 36
  37. 37. 4. Creating New Brands• online retail stores in China 4.Creating 2.Industry 3.Acquisition 5.Conclusion1.Background New Brands Structure / Partnering / Solution 37
  38. 38. 4. Creating New Brands ® 百威爱之麦 Anheuser-Busch International Inc. 安海斯-布希国际公司 Sponsorship advertising 4.Creating 2.Industry 3.Acquisition 5.Conclusion1.Background New Brands Structure / Partnering / Solution 39
  39. 39. Internet Marketing (Webvertising) 40
  40. 40. 4. Creating New Brands Newspaper advertisement Television advertisement 4.Creating 2.Industry 3.Acquisition 5.Conclusion1.Background New Brands Structure / Partnering / Solution 41
  41. 41. 4. Creating New Brands Out-of-home advertising Metro advertisement 4.Creating 2.Industry 3.Acquisition 5.Conclusion1.Background New Brands Structure / Partnering / Solution 42
  42. 42. 4. Creating New Brands 4.Creating 2.Industry 3.Acquisition 5.Conclusion1.Background New Brands Structure / Partnering / Solution 43
  43. 43. by using attractive womenin advertisingto attract more customers
  44. 44. Product Placement ( Embedded Marketing ) 45
  45. 45. 4. Creating New Brands Retail Price Product Line Positioning Remarks (CNY)/ 350ml iBud+ ultimate Superbrand 18 The ultimate taste iBud+ High-End 8 Core product iBud basic Mainstream 3.5 Anyone can afford iBud ZERO Niche 8 Non-alcoholic Beer 4.Creating 2.Industry 3.Acquisition 5.Conclusion1.Background New Brands Structure / Partnering / Solution 46
  46. 46. 4. Creating New Brands Its not only for young generations or for old ones, it’s for the people who care their health. • Organic • Natural • Healthy • Vitamin B • Have you already prepared gifts for Chinese New Year? 4.Creating 2.Industry 3.Acquisition 5.Conclusion1.Background New Brands Structure / Partnering / Solution 47
  47. 47. 4. Creating New Brands iBud+ competitorsSource :Auchan (Yingtian Street, Nanjing), 2012-03-28
  48. 48. 4. Creating New Brands iBud basic competitorsSource :Auchan (Yingtian Street, Nanjing), 2012-03-28
  49. 49. 4. Creating New BrandsLow-End Market Creating low-end brands iBeer ® 美国艾碧尔啤酒 Target Market: Under 30, 18 – 21 years old* Gold Medal American Beer ® 美国金牌啤酒 Target Market: First choice for Low-cost Competition-based Pricing lowest-price CNY 1.4 / 350mlSource :Auchan (Yingtian Street, Nanjing), 2012-03-28
  50. 50. Execution5. Conclusion / Solution 51
  51. 51. 5. Conclusion / Solution Strength Weakness S W SWOT 1. Bud is at top level segment 1. Market share relative low Analysis 2. Have good company 2. Current segment don’t have reputation much space to expand on AB 3. Product-Line narrow 3. Have good understand of company Chinese beer market Opportunity Threats O T 1. Market Volume high 1. Many players, competition 2. Pcc relative low 2. Other substitute prevail, like 3. GDP increase rapid, and red wind People can afford more. 5.Conclusion 2.Industry 3.Acquisition 4.Creating1.Background / Solution Structure / Partnering New Brands 52
  52. 52. Share of Segment 223.3 MM Bbls(87.5%) 26.1 MM Bbls(10%) 6.3 MM Bbls(2.5%) 100% 90% 26.4% Others 31.0% 80% Others 55.7% InBev 70% Others 6.9% InBev 2.2% Harbin 2.5% Harbin 2.7% % of Volume Yanjing 5.0% 60% Yanjing 10.6% CRSB 3.8% 50% CRSB 15.2% InBev 5.4% 40% Budweiser 35.1% Harbin 4.9% 30% Yanjing 10.5% 20% Tsingtao 38.4% 13.2% CRSB 10% Tsingtao 20.2% Tsingtao Tsingtao Tsingtao 10.3% 0% Popular Premium Super Premium 53Source: SEEMA Redspider LLC
  53. 53. 5. Conclusion / Solution Expansion Strategy Existing Products New Products Market Penetration Product development 1. Raise the market share of 1. Create New Brand of other major cities price segments Existing Markets 2. Expand market share by acquisition of other brand of target price segments Market development Diversification New Markets 5.Conclusion 2.Industry 3.Acquisition 4.Creating1.Background / Solution Structure / Partnering New Brands 54
  54. 54. Market Penetration 第一位 第二位 第三位 第四位 市场 品牌 占有率 品牌 占有率 品牌 占有率 品牌 占有率北京 燕京 89.46 青岛(五星) 3.35 北京 2.67 青岛 2.19长沙 白沙 87.4 百威 3.26 青岛 2.11 金威啤酒 1.55成都 蓝剑 45.74 绿叶 42.71 雪花 3.38 百威 0.83大连 黑狮 60.46 棒棰岛 18.29 凯龙 4.48 青岛 3.72福州 惠泉啤酒 47.78 雪津 28.81 榕城 7.81 新榕城 5.83广州 珠啤 28.78 珠江纯生 28.39 生力 15.89 广氏菠萝啤 13.08贵阳 漓泉 11.56 金星王 5.16 青岛 5.07 蓝带 4.42哈尔滨 哈尔滨啤酒 85.88 三星 12.32 雪花 0.75 蓝带 0.26海口 力加 84.73 奥克 5.4 青岛 4.23 青岛(五星) 1.17杭州 西湖 83.35 百威 4.3 青岛 3.3 中华 2.46合肥 龙津 58.81 雪花 13.45 零点 9.38 圣泉 5.85济南 趵突泉 80.55 青岛 6.07 黑趵 5.6 北冰洋 2.92昆明 大理 39.35 澜沧江 25.94 百威 10.39 青岛 1.05南昌 南昌 88.29 百威 3.31 惠泉啤酒 2.56 蓝带 1.85南京 金陵 62.27 百威 13.5 莱克 9.59 青岛 4.86南宁 漓泉 65.3 万力 22.47 青岛 3.62 蓝带 3.21宁波 KK啤酒 54.18 百威 3.58 嘉士伯 2.04 中华 2青岛 青岛 91.93 崂山啤酒 5.15 青岛(五星) 1.19 钱江 0.41上海 三得利 57.75 力波 16.5 百威 11.9 青岛 4.37深圳 金威啤酒 67.78 青岛 13.78 珠江纯生 3.12 喜力 2.81沈阳 雪花 67.81 绿牌 17.75 青岛 6.23 黄牌 3.29石家庄 三九 81.85 燕京 3.96 朝日 3.96 青岛 3.43苏州 三得利 40.49 太湖水 21.52 百威 17.33 青岛 4.14太原 迎泽 73.49 青岛 8.37 百威 3.1 青岛(五星) 2.68天津 莱格 34.44 丽都 14.47 豪门 9.01 蓝带 7.17温州 百威 34.82 蓝带 9.96 百迪 1.08 青岛 1.08乌鲁木齐 新疆啤酒 76.38 乌苏啤酒 18.83 蓝带 1.01 青岛 0.66无锡 太湖水 71.65 百威 12.24 青岛 4.69 三得利 4.36武汉 行吟阁 83.26 金龙泉 10.22 百威 2.44 青岛 1.65西安 汉斯 83.64 宝鸡 6.35 百威 2.34 汉莎 1.87厦门 惠泉啤酒 52.11 雪津 32.57 银城王 7.54 百威 2.97珠海 珠啤 63.06 青岛 9.97 喜力 4.37 蓝带 3.94
  55. 55. 5. Conclusion / Solution Advantage and Disadvantage analysis on Acquisition Advantages Disadvantages 1. Expand market share in short time 1. High initial investment 2. Decrease competitors in target price 2. Not easy to adjust target company segment culture 3. More easier to get localized 3. Relative high failure rate than creating new brands 5.Conclusion 2.Industry 3.Acquisition 4.Creating1.Background / Solution Structure / Partnering New Brands 56
  56. 56. 5. Conclusion / Solution Advantage and Disadvantage analysis on Creating new brands Advantages Disadvantages 1. Mostly fit for company’s culture 1. Need long time to expand market 2. Accurately position the target price share segment 2. Possibly fail due to not fit for local market demand 5.Conclusion 2.Industry 3.Acquisition 4.Creating1.Background / Solution Structure / Partnering New Brands 57
  57. 57. 5. Conclusion / Solution Market ExpansionCreating new brandsAcquisitionCase Study : Team 3Expansion of CurrentAnheuser-Busch Business in China
  58. 58. Any Question? 59

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