MARKETING IN PRACTICE

Marketing in Practice



Marketing in Practice - Tsingtao Case Study

1. Using secondary sources only produce an outline of key information on the beer market which will help you plan the brands future UK marketing activities. This could include for example market size, future trends, segmentation, competition etc. Analyse the significance of your findings for the development of your marketing strategy (30 marks)

Beer Market - Key Information

Recently, with the trembling conditions and with the financial meltdown still continuing to make to show its continuous effects and impacts, there has been seen a shift from the alcoholic industry (Aguinis & Pierce, 2008, pp.139). Taken on a hybrid, the growth rates have been closed up to 3.5% on an annual basis; however there are two very broad pictures that yield this outcome:

Considering the emerging markets that exist in the world today, they show a strong growth and a positive forecast of 6.8%; however, on the other hand

In context of the developing states and nations that exist around the world, a negative growth of 3.4% has been estimated (Anderson, Henriksen & Aarseth, 2006, pp.61).

It must be acknowledged that regardless of the consumer profile being non-cyclical and that still a major positive demand exists for such products in the world today, there are still a large majority which has been left unentertained and that repellence from sectors where alcohol consumption is frequent has been witnessed (Bach, 2000, pp.241).

Furthermore, with financial constraints injected into the global community, preferences and choices are prevalent in both emerging and developed markets, which not only worries companies working in this industry, but amplifies competition to the next level (Bach, 2000, pp.241).

Very recently, considering the changes prevalent in the context of conducting business operations that pave way towards progress, the Asian market show much greater potential and growth; this not only attracts companies to invest in the industry, but also makes it a profit sanctuary for these companies.

According to statistics, Asia is the biggest consumer of beer in particular, which clearly shows strong, double-digit, growth potential for a long time period, becoming an important target market for companies across the globe (Aguinis & Pierce, 2008, pp.139).

Asia single-handedly accounts for 37.7% of the world's total beer consumption, which means that almost half of the production that takes place around the world is distributed in circulated in the Asian peninsula (Anderson, Henriksen & Aarseth, 2006, pp.61).

Currently at this point, in time, China by far is the biggest and most popular consumer and producer of beer in today's modern world. With premium brands rising under its name, it becomes evident that China is also accelerating at the speed of light of becoming the market leader in the global beverage, particularly beer industry (Bach, 2000, pp.241).

Market Size

The global beer industry, as of the reports and statistics of 2008, was worth an estimated $507bln, with an added, accelerated growth of 1.8% and counting. Considering the UK Beer Industry, forecasts and projections have been made the industry would ...