尼日利亚啤酒企业经营的关键成功因素分析.doc

：京交通大学硕士学位论文尼日利亚啤酒企业经营的关键成功因素分析 姓名：Mubarak Abdulkadir Dantata申请学位级别：硕士专业：工商管理导教师：顾元勋20081201ABSTRACTABSTRACT: This research paper intends to make a study on the success of Nigerian businesses. This includes how businesses are designed differently for success. It focuses on Nigeria as the targeted country and Nigerian Brewery as the selected business. Nigerian Breweries Pic is the largest brewing company in Nigeria. The company offers larger, stout, non-alcoholic malt drinks, and soft drinks. The company was incorporated in 1946, and it is a subsidiary of Heineken N.V. which is one of the largest brewery producers in world with head quarters located in Amsterdam. The research makes a case and examines brewery production from Eastern and Western regions in order to develop the Nigerian Brewery into world competitive market like its partner Heineken. The two companies that are examined and compared from East and West are Yanjing Beer (China) and Samuel Adam (USA).There is intense discussion about the business overview of brewery in China and in United States, which looks at the strategies and the tactics use by each company to get market and efficiently meet its demands. This allows me to see what is missing in Nigeria and develop a strategy to get it.After reviewing the two successful companies from different countries, a systematic way of developing the Nigerian Brewery through a process called and indigenous product business is designed. This is simply a way of making a product business that originates from its locality.Finally, I use SWOT analyses which revealed the strength and weakness of each firm, major issue facing the firms, opportunities and threats that are facing them. I use this finding to and compare it with Nigerian Brewery and see what is missing in there business. Most of the outcome shows lack of market base as Nigerian Brewery products are too foreign. The performance of Nigerian Brewery business is disrupted due to lack of indignity and attachment of its product to customers. I use design theory to support my findings of an indigenous product business is needed. In conclusion, the succession of Nigerian Brewery business depends on indignity of its product business due to many aspects. This new indigenous product will have more market and generate revenue for the business to be more competitive in the world. The design theory fiilly supports this statement.cA R TsB A文 论 位 学 士 硕 业 专 学 大 通 交 京 北KEYWORDS： Brewery Company, Key Success factors, Indigenous Product, Nigeria明 声 性 创 独文 论 位 学 士 硕 业 专 学 大 通 交 京 北独创性声明本人声明所呈交的学位论文是本人在导师指导下进行的研究工作和取得的研 究成果，除了文中特别加以标注和致谢之处外，论文中不包含其他人已经发表或 撰写过的研究成果，也不包含为获得北京交通大学或其他教育机构的学位或证书 而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作 了明确的说明并表示了谢意。学位论文作者签名：签字日期：年月曰学位论文版权使用授权书本学位论文作者完全了解北京交通大学有关保留、使用学位论文的规定。特 授权北京交通大学可以将学位论文的全部或部分内容编入有关数据库进行检索， 并采用影印、缩印或扫描等复制手段保存、汇编以供查阅和借阅。同意学校向国 家有关部门或机构送交论文的复印件和磁盘。(保密的学位论文在解密后适用本授权说明）学位论文作者签名：K/ktwi导师签名签字日期：年月日签字日期：_年月/日本论文的工作是在我的导师顾元励教授的悉心指导下完成的，顾元励副教授 严谨的治学态度和科学的工作方法给了我极大的帮助和影响。在此衷心感谢顾老 师对我的关心和指导。叶苏东、陈运涛和高红岩三位老师对于我的科研工作和论文都提出了许多的 宝贵意见，在此表示衷心的感谢。另外也感谢家人Maryam Mubarak,她的理解和支持使我能够在学校专心完成 我的学业。it_M_M_i_1_1_位_X1- Chapter One- Introduction1-1 IntroductionThe intention of this research is to look into successful business in the world regions or countries and the unsuccessful regional or country businesses in the world. This would provide the key success of some countries businesses and apply it to the less successful businesses/countries. The big question that is to be addressed is why some regions or countries businesses are more and highly successful than others especially by looking at West, East and Africa. What hinders Africas businesses from moving on and what makes other countries moving faster and smoothly. To answer this, brewery business sector will be examined from two nations and applied their successful factors to Nigerian Brewery.Brewery business is one of the most lucrative businesses in Africa as brewery is attached to so much of peoples life and history. Nigerian Breweries Pic is the pioneer and largest brewing company in Nigeria, West Africa. The company offers lager, stout, non-alcoholic malt drinks, and soft drinks. It sells its products to distributors and wholesalers. The company was incorporated in 1946. It was formerly known as Nigerian Brewery Limited and changed its name to Nigerian Breweries Limited in 1957 due to product expansion. Nigerian Breweries Pic is a subsidiary of Heineken N.V. Heineken N.V is more than a business partner; since the incorporation of Nigerian Breweries Limited in 1946, she has solidly maintained (and continues to maintain) a home-grown philosophy to business with Africas Largest Brewing concern 2008). Heineken is one of the biggest brewery producers in world with head quarters located in Amsterdam Holland. In this paper, I will examine some other big brewery producers in the world that are direct competitors of Heineken from West and East so that that I can see there differences in the business if any. This will allow me to develop a thesis that will eventually make Nigerian Brewery business more competitive to its partner and the world of brewery market. To do this, I first choose one company from Eastern and one from Western part of the world which are China (which is the biggest economy in Asia/East) and United States (which is the biggest economy in the West). The two companies are Yanjing Beer and Samuel Adam and they are both北京 交通大 学专业 硕士学 位论文into brewery production in there respective regions.The reason for choosing one company from East and the other from West is because as we know both of these two regions are economically viable or strongest in world. The companies managed themselves through different atmosphere and all survive independently without the help of any other foreign business partner. However, we all know the governmental administration, the people, and the societies of the two extreme regions are quite different. They all function within their system successfiilly while the systems were different as one is Western and the other is Eastern or simply China and USA. In addition, the customers are also different. This includes way of life, culture, tradition, history, and perception. However, one thing they both have in common with Nigeria is that they all consume brewery product, and they all have the biggest population and market in their regions. Nevertheless, the difference with these two brewery businesses and Nigerian Brewery is that they are solely control within their country while Nigerian brewery is partly controlled from outside.To begin with, brewery business is one of the most lucrative and oldest businesses in the world which traces its history almost from the beginning of time. People were associated with brewery as long as they could remember, you can hardly say the time when the brewery business starts in the world. It dated as back as the time. However, the oldest brewery business in the world still in operation is believed to be the Bavarian State-owned brewery Weihenstephan. found in the German city of Freising. which can trace its history back to 1040. Although the Zatec brewery in the Czech Republic claims it can prove paying beer tax in 1004. ( 2008) However, since before then, brewery business exists way back before writings.As time and history tells us, some brewery business developed while others failed. And, some brewery businesses are more successful than others, or it is more successful in some part of the world than the other. Indeed, the consumption remains closely similar to each location based on its percentage. The consumption is almost equal as the percentage of location, but the companys success is far different as some are highly welcomed while others are not. By looking at the big and successful Asian and American view of brewery business, an intensive research on the questions like why others succeed within their range and some do not. Questions like is there a political reason, administrative, social, or other reason to answer that? The selected companies will give us a good detail on there scenarios and differences in brewery business which makes them all successful, and will allow me to develop a mechanism for effective brewery business in Nigeria to be competitive such as others in the world including its partner Heineken. At the end of this research I should be able to accumulate a good comparison and invent a new mechanism that will enhance and affect the underdeveloped brewery business.Each continent have its own ways of performing variety of businesses, and each have its ways of success and what it perceive as success. As I mentioned earlier, I will look into Eastern and Western part of the world biggest economies and examine there business strategies and realize what will be good for Africas business or to be specific Nigeria. This will be putting the developed, fast developing and underdeveloped country together for a solution to uplift the underdeveloped business. I chose Nigeria because it is the largest in Africa and as developing or underdeveloped country and that is where my research outcome will be applied to. If successful, this will possibly uplift the economic status and standard of living in the country.1-2 Rational Behind the ChoiceLike mentioned, the reason for my choice is because United States is the biggest economy in the world, and selecting a company from there will be as using the strategy or one of the strategies of the biggest economy in the world. Yanjing was chosen because it happens to be in China, which is the fasted growing economy in the world. The two countries United States and China represents the biggest and the fastest economies in the world. There will be no better choice than these ones, and they likely represent the world from two perspectives, biggest and fasted economies.The reason why Nigeria was chosen is because it is my homeland, and secondly it happens also to be the largest country in Africa, with the highest population. However, due to some mysterious reasons, the stability happens to be difficult. I chose Nigeria so as to question why companies suffer and how to make them better economic wise.I chose brewery because it exist whether successful or unsuccessful in most countries regardless of the economic situation. Brewery is almost a product that people北京 交通大 学专业 硕士学 位论文can not live without it, but in reality we could as many people do. It happens to be the product created over history and has an immense attachment to people. So I use brewery to make the case for most Nigerian businesses on how to make them more successful especially in the country, Nigeria.1-3 FrameworkThe conceptual structure that I used to resolve this complex situation of businesses is as follows; I made a huge analysis of the companies that I chose in United States and China. The analysis includes all aspects of their businesses, which include the economic, financial, social, and the atmosphere where they operate. This gave me an inside understanding of how they operate and what is making them successful. I used the analysis to know their strength and weaknesses, and after that I apply the strength and how they build them through to the Nigerian company based on Nigerias structure. I use a theory to support how it is going to be successful after that. The steps synthesize the point and gave me a sound solution. After analysis of two companies from China and USA, then the outcome of their success was used to know why, then I applied it to Nigeria and I get how it will be successful. This could be applied in many countries and companies.2- Chapter Two- Reviews2-1 Literature ReviewIn relation to my paper, I will analyze some other articles and their findings base on comparing two businesses or two regions in order to see the differences and identify the best or invent a new one for the target location. I will first view the outcome of an article written by Dr George T. Haley, Director, Marketing & International Business Programs, School of Business, University of New Haven, USA. Its called Business to Business Marketing in Asia. In his article, the author compare different ways of making decisions that affects operation of the entire firm. He collected his data by making an intensive survey then he uses a cluster analysis to get his outcome on each study of different businesses. He later on explains why differences exist in ways of making decision and the style of making the decisions. He also analyses the implications of making management decisions in Asia and its future strategy for management practice.In his survey to get the data, he use prior historical sociological and ethnographic accounts that explain some differences within people of different location, culture, or race, and what influences people to make different decisions and how they make such decisions. His outcome specifically pointed out some Indias unique aspects that they share with the rest of Asia and that is that historical background plays a big role in making decisions, and this include personal identity, family and other forms of kinship relationship. It shows that Asians are likely to make decision based on their domestic historical life. Family history plays a big role in business decision in many Asian countries (Haley 1999).文 论学 士 硕 业 专 学 大 通 交 京 北Another similar research of comparison was carried out by Lawrence Feick and Heribert Gierl in 1995. It is called Skepticisms about advertisement; A comparison of East and West German consumers The research intensely look back at Western and Eastern Germany before it was united as one Germany. They added on the finding of ancient scholars like Karl Max and Max Weber that cultural values plays a big role in stimulating economic activities. They develop a theory to explain cultural factor that influences entrqjreneurship and they tested it on six East Asian countries and fourAngle-Saxon countries. They examine the relationship among the cultures and values, and how they play role in economic activities.There outcome revealed that socio-cultural values play a significant role in decision making. The connection of culture to entrepreneurship has an important implication towards peoples forms of economic decisions. It is clear that economic activities have significant impact in todays world and citizens standard of living. After their findings they suggested that any government that wants to improve its citizens standard of living through economic activities or entrepreneurship in particular should focus on the peoples societal values. Through the control and influence of the societal values the government can achieve its aim for improvement of living standard (Feick andGierl 1995).Another research is called East Meets West: A Cross-Cultural Comparison of Charismatic Leadership Among Canadian and Iranian Executives. This research was done at The University of Calgary： Ryerson University. Toronto by Mansour Javidan and Dale E. Carl, 2004. The main focus of this research is to examine why there are different outcome of the same industrial firms in Canada and Iran. For instance, why is it that a firm in one country performs more effectively than the other in another country while they have the same or similar mechanism and both use it effectively? They used confirmatory factor analysis and compared Canadian executives and Iranian executives. There was a very significant out come that is somehow obvious to me.The outcome demonstrated that despite the major cultural differences in the two countries, there are core similarities in the profiles across the two cultures. The Canadians are proved to be more aggressive in the market and they welcome intellectual challenge more than the Iranians. They also happen to be self-sacrifice when it comes to business decisions, meaning that they are more risk takers than the Iranians. On the other hand, Iranian executives proved to be lower than the Canadian qualities that are mentioned above. The Iranian have a very different behavioral manifestation, meaning that they might act the same like other executives, but their form of expression is highly different from Canadian which makes them have different behavioral manifestation and eventually changes what they are trying to express entirely due to different forms of interpretation. The research speculates that the differences came from the cultural values of each country and the similarities they have are from the universal intrinsic human desire for morality, autonomy, and achievement. The outcome supported that regardless1_M_S_1_i_业 iiM 士学份_ ife 文of the common intrinsic human goal of development, the cultural differences which controls significant part of our expressions might change our final outcome (Javidan and Carl 2004).Another comparison research was conducted by Tae Kyung Sung called E-commerce critical success factors: East vs. West The main purpose of the research is to examine or to identify the critical success factors for electronic commerce, and to investigate the power of these critical factors on firms performance. Another mission of this research is to evaluate and compare the differences and the impact of these factors performance among Korea, Japan and United States.The research was conducted through interviews in E-commerce firms which consist of 111 items. A questionnaire was distributed to managers from some firms within the three countries. The outcome shows that there is significant relationship regarding the success factor in the three countries. Security, privacy, and technical expertise happen to be at the top of the performance in Korea. And in USA the E-commerce operation and technical expertise are the highly ranked