Japanese Beer Market: Asahi Beer

Nipponese beer commercialize is the worlds fourth largest market after the US, seminal fluid solely(prenominal) and China. Beer is considered to be a king in lacquer method of accounting for over 70 % of all alcohol sold; while, remote to common horse opera belief, traditional sake is only if second most consumed alcoholic drink in Japan with 14% market share. scorn being one of the largest markets in the world, development of the market has been quite a unpredictable. Until 2001, the beer market has been shrivel up mainly due to changing tastes, healthy lifestyles and declining population of beer drinkers. On the positive side is the fact that for the rootage time in the last five years at that place has been 1.1% outgrowth in consumption. For many years, Nipponese beer market has been rule by four main breweries - Kirin, Sapporo, Asahi and Santory ? that were competing more over the promotional substantial rather than product. Early attempts to differentiate t he product by introducing accredited unusual tastes have failed; and ?packaging wars? did not make any significant changes in the relative positions of competitors. In 1980s, Kirin Beer had the biggest share of the Japanese beer market. Leading position was achieved through implementation of a in(predicate) market st footstepgy emphasizing distribution, production and brand as tierce competitive factors.

At that time, market dominance of Kirin was so fast that the society could even set market prices on all domestic beer sold in the Japanese market. Kirin´s exceedingly favorable cost position allowed to produce beer at a rather low costs and still honor rugged profitably; while ot her breweries could hardly natural diligen! ce their production costs. While being the market leader and regard that ?real beer taste? produced by Kirin was exactly the taste that consumers wanted, the bon ton was somewhat slow to identify that preferences of new Japan?s beer drinkers have shifted... If you want to get a full essay, rate it on our website: OrderEssay.net

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