How AB InBev Succeed in Chinese Market - Free Essay Example

Sample details Pages: 4 Words: 1293 Downloads: 1 Date added: 2017/06/26 Category Marketing Essay Type Analytical essay Did you like this example? Content 1. Introduction 2. Aim and Objectives 3.Literature Review 3.1. Local Competitors 3.2 New Market Strategy 3.3. Market Campaign 3.3.1. Brand Position 3.3.2. Distribution 4. Methodology 4.1. Research Design 4.2. Sampling Type 4.3. Data collection 4.3.1. Primary Data 4.3.2 Secondary Data 4.4 Research Ethics 4.5. Limitation 5.Potential Solution and Recommendations 6.Reference 7.Appendix 7.1..Timetable 7.2. Conceptual Map 7.3. Risk Register 1. Introduction Europe was the major centre of brewing industry in the world. However, it showed a big falls of the beers sales after the mature period of the market (Johnson G, 2005). On the other hand, Chinese market is expected to have a continuous growth with long-term profit prospect , and becomes the worldà ¢Ã¢â€š ¬Ã¢â€ž ¢s largest alcoholic beverage market in both volume and outputs terms so far (SAB Miller, 2013). As the leader of world brewing industry, AB InBev noticed this giant potential market and decided to enter into this market campaign. In order to survive in Chinese market, this research will help AB InBev to analyze their local competitors, new strategy and design a market campaign. Don’t waste time! Our writers will create an original "How AB InBev Succeed in Chinese Market" essay for you Create order 2. Aim and Objectives This research is aim to discuss how AB InBev can succeed in the Chinese market campaign. The three main objectives are:  ·Evaluating Chinese local brands from customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ perspective.  ·Creating a new market strategy can be used in the Chinese market.  ·Designing of a market campaign for AB InBev in China. 3. Literature Review 3.1. Local Competitors The Chinese local brewing companies have escalated steadily in production as well as consumption since 1980s (Accenture, 2012). Majority of the Chinese brewing factories are running locally, including some of them was owned by the local government before (China Daily, 2013). There are several big local brands, such as Tsingtao Beer, Yanjing Beer, which are all named after the city names. Because of the strong support from government and the customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ intended local brand choice based on their culture, these big Chinese local brewing companies have already been monopoly locally in some areas(Bernard A, 2012). However, there is still not a national brand which can be operated all over the world (Accenture, 2012). Several local brewing companies do not perform well in network social media. Tsingtao Beer still uses the old method, TV advertisements, to do their promotions. The research shows that Tsingtao Beer spent 83,200,000RMB on the TV advertisement during CCTV Ne ws in one year (Yichao S, 2013). 3.2New Market Strategy Most local brewing factories are relying on the low cost and concentrating in Chinaà ¢Ã¢â€š ¬Ã¢â€ž ¢s eastern and middle south provinces (IBIS World, 2013). In these provinces, there is a big difference in peopleà ¢Ã¢â€š ¬Ã¢â€ž ¢s consumption behavior between urban and rural areas (Ke Q, 2009). AB InBev must look to a new market strategy based on this market structure, which will be tailored to the unique characteristics of Chinaà ¢Ã¢â€š ¬Ã¢â€ž ¢s diverse markets (Accenture, 2012). In the research, it shows that urban customers are used to be served through supermarkets, restaurants and bars, which are all well-established sales channels for selling high quality products. Compared with people in urban areas, rural beer drinkers are preferred to keg and draught beer in small stores (Accenture, 2012). In another words, the new market strategy for AB InBev is to serve high-end products for urban customers and low-cost but high-quality products for rural customers. 3.3. Market Campaign In order to execute successfully the new market strategy described above, AB InBev is required to design a market campaign. There are 6 steps for planning a successful market campaign, including setting objectives, defining targets, evaluating competition, setting a budget, considering communication channels, monitoring and measuring (World Press, 2013). In addition to the 6 steps, it is necessary for AB InBev to focus on their brand position and distribution. 3.3.1. Brand Position AB InBev operates a board brand portfolio which includes more than 200 highly popular beer and soft drinks brands all over the world (Anheuser-Busch InBev, 2012). In order to target the market in different segmentations, the company classifies its brands in three levels, which are global brands, international Brands, and local champion brands. 3.3.2. Distribution The Chinese beer companies are highly relying on the two channels provided by regional distributors to access the market, including ready-to-drink channels and non-ready-to-drink channels (Accenture, 2012). However, the direct online distribution is demanded according to the new customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ behavior (Lorin M, 2001). In this way AB InBev can also gather and analysis the customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s data. 4. Methodology 4.1. Research Design This research will be done by using mixed methods research, which combines quantitative and qualitative research (Norman K, 2011). It includes both a questionnaire for customers and an interview for alcoholic beverage sales managers. In order to increase the validity of the research, the questionnaire will be tested cautiously to minimize any misunderstandings (Brain W, 2000). 4.2. Sampling Type The samples of the research study are selected randomly outside of supermarket and clubs, which will increase the data validity (Brain W, 2000). In addition, it will be combined with the snowball sampling to complete the rest of questionnaire. The samples have been divided by regions, ages, genders and different backgrounds. The samples for the interviews are alcoholic beverage sales managers from different supermarkets and bars in Shandong Province, which is the biggest province in east China. 4.3. Data collection 4.3.1. Primary Data The primary data will be collected through questionnaires and interviews. The questionnaires will use multiple choice questions. Each of the interviews will be expected in 20 minutes. All the questions in the interviews are using open answer questions. 4.3.2 Secondary Data Besides the primary data, this research will also use secondary data, which includes textbooks, scholarly articles and electronic database (Ashley B, 2013). The secondary data is used to build the literature review. 4.4 Research Ethics Permissions have been given in writing about the interview details. All the managers and company names will not appear anywhere in the dissertation. 4.5. Limitation Since snowball sampling does not select units for inclusion in the sample based on random selection. In this method, it cannot control the possible sampling errors. 5. Potential Solution and Recommendations AB InBev is expected to succeed in Chinese market through a new market strategy, which will diverse into urban areas and rural areas in China. In addition, the market campaign is required to focus on the brand position and distribution. 6. Reference Gerry ¼Ãƒâ€¦Ã¢â‚¬â„¢J (2005). Exploring Corporate. 7th ed. Harlow: Pearson Education Limited. P108-109. SAB Miller. (2013). SABMiller plc Annual Report 2013. Available: https://www.sabmiller.com/files/reports/ar2013/2013_annual_report.pdf. Last accessed 27th March 2014. Accenture (2012), Chinaà ¢Ã¢â€š ¬Ã¢â€ž ¢s Beer Industry: Breaking the Growth Bottleneck. Available from: https://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-China-Beer-Industry.pdf [Accessed: March 27, 2014]. China Daily (2013), Tsingtao Beer. Available from: https://www.chinadaily.com.cn/regional/2013-08/07/content_16878067.htm [Accessed: March 27, 2014]. Ascher, B. (2012), GLOBAL BEER: THE ROAD TO MONOPOLY. Available from: https://www.bluedustpgh.com/uploads/1/0/3/0/10309574/global_beer_road_to_monopoly.pdf [Accessed: March 27, 2014]. Sun, Y. (2013), CCTV Advertisement . Available from: https://www.chinadaily.com.cn/qiye/2013-11/19/content_17114715.htm [Accessed: March 28, 2014]. IBIS World. (2013),Beer Production in China. Available from: https://www.ibisworld.com/gosample.aspx?cid=86rtid=1 [Accessed: March 27, 2014]. Qin, K. (2009), The Different Consumption Between Rural and Urban Areas in China. Available from: https://www.diva-portal.org/smash/get/diva2:241010/FULLTEXT01 [Accessed: March 27, 2014]. World Press. (2013), Step-by-step ideas for planning a new marketing campaign. Available from: https://cbskesl.files.wordpress.com/2013/11/uk_marketing_guide-1.pdf [Accessed: March 27, 2014]. Ab Inbev, K. (2012), Annual Report 2012. Available from: https://www.sec.gov/Archives/edgar/data/1140467/000119312513078531/d493436dex992.htm [Accessed: March 27, 2014] 7. Appendix 7.1 Timetable 7.2. Conceptual Map 7.3. Risk Register Risk Explanation Likelihood Impact Risk Score Risk Level Reduction of output caused by nature disaster which affect the accuracy of data 4 3 12 Low A new competitor enters into the market campaign, and affects the market balance 7 8 56 High Chinese government launches new policy to limit the sales of alcoholic beverage 8 6 48 High Any scandals of AB InBev is exposed to public 3 7 21 Low Insufficient test of questionnaire 5 7 35 Middle Misunderstandings caused by translation errors during the surveys 5 7 35 Middle The scope of research designed cannot represent the whole Chinese market 8 8 64 High Insufficient resource 4 6 24 Low Computer Break Down 6 6 36 Middle

Illusion of Love in Shakespeares A Midsummer Nights...

Illusion of Love in Shakespeares A Midsummer Nights Dream The play A Midsummer Nights Dream is centered around themes that are seemingly apparent and clear: those of true love, false love, loves blindness and the inconstancy of love. However, this pattern of the themes of love dissipate to reveal that these themes are only apparent to the reader who wants them to exist. We want Lysander and Hermia to be in love; we want Demetrius to love Helena as she loves him, but the question arises as to whether these lovers are actually in love. Is Shakespeare providing us with a wholesome tale of true love or is he conveying something more raw, more provocative than that? When taking a closer look at this play, one sees a recurring pattern†¦show more content†¦Appearance seems to be the basis of feeling for the entire play. The title of the play itself indicates sexual connotation. The word midsummer indicates that the play takes place during the summer equinox which was often celebrated and closely related to May-day. There are several references to May in the play, alluding to the celebration. In medieval times, May-day was a festival of spring, celebrating courtship and fertility, prohibited in 1644 because mating and merriment got too out of control (Benet). During the festival, escape with a lover into the woods was not scorned as it normally would be, and sexual frivolity becomes common place. Also, May-day was centered around a large, phallic structure, the maypole, around which the people would dance, holding onto ribbons attached to the pole (Benet). The play, being set on a day when sexuality and courtship was favourable, lends itself to the theme of sexual love and infatuation, rather than true or romantic love. The physical setting of the play also has strong sexual implications. 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The Economic Impact of Special Events free essay sample

Cape Town, which is known as the Mother City of South Africa, is regarded as one of the most beautiful cities in the world: -‘heaven at the tip of Africa’, and was voted by the premier gay travel guide, Spartacus International Gay Guide, as one of the top five gay travel destinations in the world. The well-publicised myth of gays as DINKs who need somewhere to spend their above average disposable income has led to the vigorous courting of the gay niche by a variety of organisations that seek new markets. However, South Africa, an emerging destination, is merely beginning to understand niche markets. The research was motivated by limited market intelligence about the economic impact and changes in inbound niche markets, especially with regard to the gay market in Cape Town. In order for Cape Town to remain successful in attracting the international gay market, Cape Town’s tourism planners, marketers and local community should be continuously reminded about the economic worth of gay tourists, as a weak rand and high standard of gay facilities make the City attractive for gay visitors who bring foreign currencies. We will write a custom essay sample on The Economic Impact of Special Events or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Understanding the economic impact of gay tourism by using the 2009 MCQP as a case in reference is, therefore, of paramount importance for Cape Town marketers to ensure that they target the gay market effectively at present and in future. The purpose of the study was to analyse the economic impact of the 2009 MCQP on the local economy by translating the total sales effect obtained by multiplying direct sales with appropriate multipliers, into an analytical framework, namely the ‘ System of equations for estimating local economic impact. The methodology consisted of two different types of questionnaires, (1) a visitor questionnaire, and (2) a business questionnaire. The visitor questionnaires were interviewer-administered, and a destination-based survey was conducted, where interviews were held on-site during the festival. The visitor questionnaire determined primarily festival-related expenses that were undertaken. Four hundred and twenty (420) questionnaires were distributed among festinos of which 396 were useful. Business questionnaires were circulated after the MCQP. The main aim of the business questionnaire was to determine the benefits, if any, that firms derived from the festival and, from an economic impact point of view, to determine the magnitude of leakages from the Cape Town area. A majority of business questionnaires were completed by means of personal interviews, but telephonic and email interviews were also used. Stoker’s formula was used to determine the sample size, ii which totalled 41, while 39 responded. An estimated 2240 people attended the MCQP in 2009. This was a sharp decline compared to previous years, as the 2010 MCQP had an attendance of 7462 festinos. Visitors at the 2009 MCQP spent an average of R 7785 during their time in Cape Town, and locals spent an average of R 1848. The total expenditure from visitors was R 5 402 790 and R 2 857 008 from locals. Added to this is the expenditure from the organising committee (R 289 527). With the leakages taken into account, only R 5 022 603 of visitors’ money, R 2 830 510 of locals’ money and R 253 336 of the organising committees money remains in the Cape Town economy. The multiplier effect was calculated at 3. 22, thus the total economic impact is estimated at R 26 352 753. The research pointed out that the MCQP has a definite influence on the promotion of Cape Town as a gay tourist destination, while more emphasis should be placed on the promotion of Cape Town’s gay infrastructure, such as the ‘De Waterkant Gay Village’, By minimizing leakages the local community can benefit more from the festival. More involvement from both the businesses and the gay community can minimise the leakages, and thus enhance the economic impact of the festival in Cape Town.

The 99 Cents Stores Company Case Study

Introduction Information Technology is said to have both tangible and intangible benefits to a business (Senn, 2000). It helps a business make profits while producing the results the customers want. It also promotes efficiency while saving time and resources to achieve greater output.Advertising We will write a custom case study sample on The 99 Cents Stores Company Case Study specifically for you for only $16.05 $11/page Learn More The 99 Cents Stores Company has been described as a leader in embracing IT in its stores and this has differentiated it from the competitors. The company uses technology to ensure efficiency in the way business is conducted. For this reason, they always make greater profits. Overview The 99 Cents Only Stores has been seen to be a leader in championing the use of IT in its business ventures. The ‘pickers’ are directed by an automated voice control that ensures efficiency in goods selection and transportation. The 99 Cents Stores also employed different approaches when doing their business. Instead of only targeting the population with low and medium income earners, they targeted the rich. They knew full well that the rich equally valued the idea of saving. Therefore, they made the most profits in stores that were located in rich neighbourhoods such as the Beverly Hills. The former CEO and founder, Mr. Gold together with his executives had one objective of developing the simplest way of identifying the correct customer for their inexpensive items. In order to make this happen, they employed the IT team to drive all decisions relating to this. Therefore, IT ensured efficiency in identifying the proper goods and efficiency in distributing them into their stores. At the same time, IT ensured that there was no overstocking or under-stocking. This way, the 99 Cents Stores Company remained the leader in its industry. Despite the fact that Gold does not fancy computers and technology himself, he app reciates the role of IT in his company. He describes Adams as the perfect choice for the company since he has a big IT team (Oz, 2008). He delegates much authority to the team, which ensures that the work is done.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More He was also impressed when the IT team wrote the whole code (software) for the POS systems. The IT team also ensure that the information systems are flexible so as to accommodate modifications in-house. Problem definition Some businesses have not realised the importance of using IT and embracing technology in their undertakings. The dollar stores were described to be slow in adopting some of the cutting edge technology available. This describes the difference between these stores and the 99 Cents Stores since the latter seemed to be ahead of them (Oz, 2008). Whenever they could not develop software in-house, they employed softwa re companies to design systems specific for the operations in their chains. For this reason, the 99 Cents Stores managed to build big stores and made much more profits as compared to their competitors. However, David Gold did not fully understand the importance of technology and the need to invest heavily in it. He rarely used his personal computer. Despite the company’s great profits, it spent a very small fraction to invest in technology. Recommendation Technology is said to improve efficiency of operations in businesses (Stephen, 2000). It helps a business preserve its resources such as space and time. Businesses also depend on technology when it comes to issues such as the Point of Sales systems and information management systems. These systems should have the capability to handle all kind of information. Such information may include accounting and tracking, and the automated systems.Advertising We will write a custom case study sample on The 99 Cents Stores Company Case Study specifically for you for only $16.05 $11/page Learn More Automated systems are usually used in large-scale production of goods. Packaging, sorting and other forms of communication and marketing are also assisted by the use of technology. Globalization was also made possible due to the use of technology (Stephen, 2000). Technology made it possible for businesses to grow and expand in the way it has today. The importance of technology (IT) has made it a huge industry in itself. This explains the existence of software design and development. Computer hardware manufacturing and robotics have also developed for this reason. Technology is a vital tool in improving efficiency and increasing profits. Computers are efficient due to their speeds and ability to provide up-to-date information. Technology also makes automation possible. This way, it reduces or replaces physical employees. Doing business manually may increase human errors and consume valuable t ime. Therefore, automation may be important when a business needs to save time and reduce errors. The 99 Cents Stores, for example, has used automation in directing the staff to pick the items in the stores. Conclusion Technology (IT) is vital to any business today. It is important in that it ensures efficiency of operations. Technology has made it possible to automate services where humans are now replaced with more efficient and accurate machines.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More In 99 Cents Stores, technology has been used to save time and improve accuracy and efficiency. This explains why it makes greater profits than its competitors do. It has also managed to grow its business steadily. Therefore, businesses should embrace technology and understand the importance of technology in their operations. The 99 Cents Stores Company should also consider investing more of its profits in technology. References Oz, E. (2008). Management information systems (6th ed.). New York: Course Technology Ptr. Senn, J. (2000). Information technology in business: Principles, practices and opportunities. Upper Saddle River: Printice-Hall, Inc. Stephen, C. (2000). Information technology in business processes. Business Process Management Journal, 6(3), 224, 237. This case study on The 99 Cents Stores Company Case Study was written and submitted by user Kelsey Buckley to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Practice Using Commas, Quotes, Colons, and Dashes

Practice Using Commas, Quotes, Colons, and Dashes This exercise offers practice in applying the basic guidelines for using punctuation marks.   In the following paragraph, insert commas, quotation marks, colons, and dashes wherever you think they belong. (Try reading the paragraph aloud: at least in some cases, you should be able to hear where punctuation is needed.) When youre done, compare your work with the correctly punctuated version of the paragraph at the bottom of the page. Lost in the Witchcrafted Woods Ill never forget summer camp two weeks of cramps and campfires and slugs in my underwear. One night I got lost in the woods the witchcrafted spine-tingling woods. I dont know how I managed to get lost one moment I was marching along with my fellow scouts and the next I was marching alone. When I realized what had happened I responded like a true Boy Scout of America I sat down on a toadstool and sobbed. Oh I knew I was going to die out there. I waited for the gnats that sew your lips shut the owls that peck out your eyes the spiders that drop eggs on your tongue and the wolves that drag your carcass to their dens. I knew that by the time they found me there would be nothing left of me but my neckerchief slide. I imagined them taping it to a postcard and mailing it home to my dad. When I ran out of tears I started singing Oh, they built the ship Titanic to sail the ocean blue. And just then a flashlight found me. My patrol leader asked what I was doing out here in the woods and I spit on my palms and said Dont worry about me. I can take care of myself. That night I dreamed of dragons in the pines and I woke up screaming. Lost in the Witchcrafted Woods: Punctuation Restored Ill never forget summer  camp:  two weeks of cramps and campfires and slugs in my underwear. One night I got lost in the  woods- the  witchcrafted,  spine-tingling woods. I dont know how I managed to get  lost:  one moment I was marching along with my fellow  scouts,  and the next I was marching alone. When I realized what had  happened,  I responded like a true Boy Scout of  America:  I sat down on a toadstool and sobbed.  Oh,  I knew I was going to die out there. I waited for the gnats that sew your lips  shut,  the owls that peck out your  eyes,  the spiders that drop eggs on your  tongue,  and the wolves that drag your carcass to their dens. I knew that by the time they found me there would be nothing left of me but my neckerchief slide. I imagined them taping it to a postcard and mailing it home to my dad. When I ran out of  tears,  I started  singing, Oh,  they built the ship  Titanic  to sail the ocean  blue.  And just then a flashlight found me. My patrol leader asked what I was doing out here in the  woods,  and I spit on my palms and  said, Dont  worry about me. I can take care of  myself.  That night I dreamed of dragons in the  pines,  and I woke up screaming.

Education knowledge and the generation gap as per the short story a Essay

Education knowledge and the generation gap as per the short story a secret lost in water - Essay Example Although he stops short of outright ridiculing it, he instead believes that the level of learning and education that can be represented within the common rules of life and the experiences that a man can gain from working with his hands and using his mind at the same time are of a far greater benefit as compared to the â€Å"real† education that comes from experience and not theoretical understanding. Beyond merely telling a unique story, this particular plot and sub theme helps to show a level of disconnect between a generation gap in society. Ultimately, higher education is something that has only recently come to be promoted as useful for each and every individual in society. In years past, higher education was something that was seemingly reserved only for the upper echelons of the very rich were those that sought to further a specific career goal. However, within the current time, societal pressure encourages each and every individual, regardless of social stature or level of financial income to pursue higher education as a means of bettering their own life. In many ways, the†¦ Upon higher education and the importance of engaging with it has created a more educated society. However, as a means of playing the devil’s advocate, there has been a distinct loss with regards to the â€Å"common sense† that the father of this particular story seeks to promote. Du e to the fact that individuals are not out working in the real world during their early adult life, they are oftentimes insulated with regards to the commonsense understandings that they should have concerning the way in which the world operates. Ultimately, as a means of promoting education and furthering a level of understanding based upon the story that was read, it would be the recommendation of this particular student that the process of education should not only seek to impart valuable theoretical ideas and understandings with regards to the world, it

Organizational Structure Annotated Bibliography Example | Topics and Well Written Essays - 500 words

Organizational Structure - Annotated Bibliography Example The author used to be a professor at the MIT Sloan School of Management and has a Ph.D in the subject of social psychology. His work is objective in nature because it is completely based on objective research. The opinions formed in the book are based on these researches. The author proposes that the organizational culture can be utilized as a tool for adopting and promoting change. The book even focuses on the significance of leaders and their contribution towards utilization of culture to attain organizational aims and objectives. The content of the book provides various theories that can help in identifying how different leaders use different leadership styles to promote organizational change. This information will be used in the research to identify the impact of leadership on culture and how culture can become a change driver. Vaccaro, I., Jansen, J., Van Den Bosch, F., & Volberda, H. (2012). Management innovation and leadership: the moderating role of organizational size. Journal Of Management Studies, 49(1), 28--51. The source titled â€Å"Management innovation and leadership: the moderating role of organizational size† has been authored by Ignacio G. Vaccaro and other researchers and the source is a journal article (Vaccaro, 2012). The source has been published in a journal titled Journal of Management Studies and the sources has been cited for 96 times. The Journal in which the article is published is a journal that published research regarding management and social sciences and the article is reviewed by experts of the field and if the article is relevant to the subject of journal, it is published in the journal. The research is accepted as it is scientific in nature and the findings are based on results obtained from statistical tools which make the results objective in nature. The author of the article is associated with the Department of Strategic