China's Beer Wars South Africa Breweries. SABMiller case

Résumé du document

1. General information on the company

A. SABMiller historical
B. Important figures
C. International policy

1. The main international events
2. The case of China
3. Analysis of the SAB International policy


2. Analysis of the Chinese beer market

A. Characteristics of the Chinese beer market
B. The risk analysis
C. Key lessons to break into the market

„h The way of entrance
„h Positioning
„h The price
„h The experience
„h Geographic spread


3. Analysis of the strategic position and recommendation

A. The Mc Kinsey Matrix (The Beverage market)
B. The BCG Matrix
C. Porter's Five forces model
...

Extraits

[...] Budweiser Wuhan International Brewing also operates three climate-controlled warehouses in Beijing, Shanghai, and Guangzhou to ensure brewery-fresh taste. Budweiser sales throughout China are supported by a dedicated Budweiser sales and marketing team of local employees who provide superior service to our strong network of more than 100 independent wholesalers in more than 40 key markets and to our retail customers. Including sales, marketing and brewing, the company employs 1,500 people in China, most of whom are Chinese nationals. Throughout the years, Budweiser has been a consistent innovator of beer packaging in China. [...]

[...] The combined brewing business of CBC and CBG (Chongqing Breweries), ranks sixth in China. Chongqing Breweries currently operates 16 breweries primarily in the South West region of the country, centred on Chongqing, where it is the dominant market leader. Chongquing Breweries has grown beer volumes from c.4mhl in 2000 to c.9mhl in 2003. At operating profit level, Chongqing Breweries is amongst the most profitable in China, it is estimated that 2003 EBITDA will be c.£25m. The company's key brands are Chongqing Beer and Shancheng. [...]

[...] Historic of SABMiller from 1998 to SABMiller in Asia (figures) 3. Summary Information on Competitors 4. Presence of the Competitors on the Chinese Market 5. Appendix Information on Competitors 6. Interim results - 18 November Article from l'Expansion 8. The Chinese wine and soft drink market Annexe 1 Annexe 2 SABMiller in Asia Annexe 3 Summary Information on Competitors: Annexe 4 Presence of the Competitors on the Chinese Market Annexe 5 Appendix Information on Competitors : 1. Interbrew Group of Belgium Interbrew paid $42 million 42.2 for the stake in KK Brewery, the leading brewer in the Chinese province of Zhejiang. [...]

[...] The drinks industry has been one of those quickest to modernise in China, and can be seen as a yardstick upon which other industries in China will model themselves. Despite its huge market size, there remains great scope for development, and many new opportunities are still available in China. Per capita soft drinks consumption in China continues to be relatively very low compared with, say, the US. This can only mean that the market still has much room for development. [...]

[...] Snow: It is the only product 100% owned by SABMiller. It is the most successful, and when SABMiller entered the Chinese market, it invested highly into new technology to improve the quality, the new packaging and the bottle and can formats as well in order to extend choice and to guarantee supply in the distribution process. Now Snow is ideally positioned for further development towards becoming a national brand in a market that is already the world's largest by volume and still growing. [...]