啤酒海外市场.doc

1. Company overviewTsingtao Brewery Co., Ltd., one of the oldest beer producers in China, was founded in 1903 by German and British merchants under the name Nordic Brewery Co., Ltd. Tsingtao Branch. Tsingtao Brewery was thesponsor of the Beijing Olympics in 2008. The brand value of Tsingtao Beer is as high as RMB 36.625 billion, making Tsingtao Brewery the top Chinese beer company among the worlds top 500 brands.?On July 15, 1993, Tsingtao Brewery became the first-ever Chinese company to be listed on the Hong Kong Stock Exchange (stock code 0168). On August 27, 1993, it was listed on the Shanghai Stock Exchange (stock code: 600600), making Tsingtao Brewery the first Chinese company to be listed in both Mainland China and Hong Kong. ?Since 1949, Tsingtao Brewery has received numerous awards and recognitions in some of the most prestigious beer competitions held in China and around the globe. Top prizes and honors include:?Financial Times Top 10 Chinese Global Corporate Brands in 2005 and 2008 (including four recognitions in 2008 in the categories of brand equity, high-quality product & service, and overseas brand equity)? Grand prize at the Asia Brand Ceremony, 2007?.?No. 68 in Reputation Institute/Forbes The Worlds Most Reputable Companies, 2006.Gold medals in international contests held in Belgium (1991), Singapore (1993) and Spain (1997). Three first-place awards in beer contests in the United States during the 1980s.?Gold medal at the Munich International Expo, 1906.2. Overseas Market AnalysisTsingtao Brewery exports to more than 70 countries and regions, including the USA, Canada,Germany, France, UK, Italy, Japan, Brazil and Mexico. The Barth Report, an authoritative?publication which assesses the global beer industry, ranked Tsingtao Brewery as the 6th-largest brewery in the world based on total yield from 2006 to 2008.?3. 1CanadaEconomy - overview: As an affluent, high-tech industrial society, Canada today closely resembles the US in its market-oriented economic system, pattern of production, and high living standards. Since World War II, the impressive growth of the manufacturing, mining, and service sectors has transformed the nation from a largely rural economy into one primarily industrial and urban. Real rates of growth have averaged nearly 3.0% since 1993. Unemployment is falling and government budget surpluses are being partially devoted to reducing the large public sector debt. The 1989 US-Canada Free Trade Agreement (FTA) and 1994 North American Free Trade Agreement (NAFTA) (which included Mexico) have touched off a dramatic increase in trade and economic integration with the US. With its great natural resources, skilled labor force, and modern capital plant Canada enjoys solid economic prospects. Two shadows loom, the first being the continuing constitutional impasse between English- and French-speaking areas, which has been raising the possibility of a split in the federation. Another long-term concern is the flow south to the US of professional persons lured by higher pay, lower taxes, and the immense high-tech infrastructure.GDP: purchasing power parity - $722.3 billion (1999 est.)GDP - real growth rate: 3.6% (1999 est.)GDP - per capita: purchasing power parity - $23,300 (1999 est.)GDP - composition by sector:agriculture: 3%industry: 31%services: 66% (1998)Population below poverty line: NA%Canada PeopleHousehold income or consumption by percentage share:lowest 10%: 2.8%highest 10%: 23.8% (1994)Age structure:0-14 years: 19% (male 3,077,994; female 2,932,821)15-64 years: 68% (male 10,714,305; female 10,591,494)65 years and over: 13% (male 1,683,704; female 2,280,774) (2000 est.)Sex ratio:at birth: 1.05 male(s)/femaleunder 15 years: 1.05 male(s)/female15-64 years: 1.01 male(s)/female65 years and over: 0.74 male(s)/femaletotal population: 0.98 male(s)/female (2000 est.)Canada TransportationRailways:total: 36,114 km; note - there are two major transcontinental freight railway systems: Canadian National (privatized November 1995) and Canadian Pacific Railway; passenger service provided by government-operated firm VIA, which has no trackage of its ownstandard gauge: 36,114 km 1.435-m gauge (156 km electrified) (1998)Highways:total: 901,902 kmpaved: 318,371 km (including 16,571 km of expressways)unpaved: 583,531 km (1999 est.)Waterways: 3,000 km, including Saint Lawrence SeawayPorts and harbors: Becancour (Quebec), Churchill, Halifax, Hamilton, Montreal, New Westminster, Prince Rupert, Quebec, Saint John (New Brunswick), St. Johns (Newfoundland), Sept Isles, Sydney, Trois-Rivieres, Thunder Bay, Toronto, Vancouver, WindsorMerchant marine:total: 114 ships (1,000 GRT or over) totaling 1,602,275 GRT/2,371,146 DWTships by type: barge carrier 1, bulk 61, cargo 11, chemical tanker 5, combination bulk 2, passenger 3, passenger/cargo 1, petroleum tanker 16, rail car carrier 2, roll-on/roll-off 8, short-sea passenger 3, specialized tanker 1 (1999 est.)note: does not include ships used exclusively in the Great Lakes (1998 est.)4. 2GermanyEconomy - overview: THE GERMAN ECONOMY is replete with contradictions. It is modern but old-fashioned. It is immensely powerful but suffers from serious structural weaknesses. It is subject to national laws and rules but is so closely tied into the European Union (EU-see Glossary) that it is no longer truly independent. It has a central bank that controls European monetary policy and has a deepening impact on the global economy but that also insists on making its decisions mainly on the basis of domestic considerations. Finally, although Germany must compete against highly efficient economies outside its own continent, it continues to carry the expense and burden of traditional industries that drain resources that could be better used elsewhere.The German economy as it is known today is an outgrowth of the 1990 merger between the dominant economy of the Federal Republic of Germany (FRG, or West Germany) and that of the German Democratic Republic (GDR, or East Germany). This merger will one day produce a massive economic entity that will constitute the fulcrum of Europe as a production center, as well as a transportation and communications center. But each partner brings different elements to the mix, and the merger has proved difficult and costly. The merger will dominate Germanys economic policy and reality until well into the next century.The dominant force in the German economy is the banking system. The central bank, the Bundesbank, is deeply committed to maintaining the value of the nations currency, the deutsche mark, even at some potential cost to economic growth. It fears inflation above all other ills and is determined to prevent the recurrence of Germanys ruinous Great Inflation of the early 1920s. Private banks also play an important role. German industrial and service companies rely much more on bank finance than on equity capital. The banks provide the money and in turn sit on the supervisory boards of most of Germanys corporations. From that vantage point, they stress the traditional banking virtues of slow but steady and nonrisky growth. Their influence and thinking permeate the economy.Social StructureMost of the workforce is employed in the services sector. West Germany completed the transition from an industrial economy to one dominated by the services sector in the 1970s, and by the late 1980s this sector employed two-thirds of the workforce. In contrast, when the Berlin Wall fell, East Germany still had not made this transition. Because more of the workforce was engaged in industry and agriculture than in the services sector, its socioeconomic structure resembled that of West Germany in 1965.According to Geissler, at the end of the 1980s West Germanys largest group (28 percent of the population) was an educated salaried middle class, employed either in the services sector or in the manufacturing sector as educated, white-collar employees. Some members of this group earned very high salaries; others earned skilled blue-collar wages. This professional class has expanded at the expense of the old middle class, which amounted to only 7 percent of the population at the end of the 1980s. A less educated segment of the services sector, or white-collar employee sector, amounted to 9 percent of the population. Geissler divided the working class into three groups: an elite of the best-trained and best-paid workers (12 percent); skilled workers (18 percent), about 5 percent of whom are foreigners; and unskilled workers (15 percent), about 25 percent of whom are foreigners. A portion of this last group live below the poverty line. Farmers and their families make up 6 percent of the population. At the top of his model of the social structure, Geissler posits an elite of less than 1 percent.5. 3United StatesEconomyThe US has the largest and most technologically powerful economy in the world, with a per capita GDP of $47,400. In this market-oriented economy, private individuals and business firms make most of the decisions, and the federal and state governments buy needed goods and services predominantly in the private marketplace. US business firms enjoy greater flexibility than their counterparts in Western Europe and Japan in decisions to expand capital plant, to lay off surplus workers, and to develop new products. At the same time, they face higher barriers to enter their rivals home markets than foreign firms face entering US markets. US firms are at or near the forefront in technological advances, especially in computers and in medical, aerospace, and military equipment; their advantage has narrowed since the end of World War II. The onrush of technology largely explains the gradual development of a two-tier labor market in which those at the bottom lack the education and the professional/technical skills of those at the top and, more and more, fail to get comparable pay raises, health insurance coverage, and other benefits.PeoplePopulation:310,232,863 (July 2010 est.)country comparison to the world: 3see also: Population country ranks Age structure:0-14 years: 20.2% (male 31,639,127/female 30,305,704)see also: Age structure - 0-14 years country ranks 15-64 years: 67% (male 102,665,043/female 103,129,321)see also: Age structure - 15-64 years country ranks 65 years and over: 12.8% (male 16,901,232/female 22,571,696) (2010 est.)see also: Age structure - 65 years and over country ranks Median age:total: 36.8 yearssee also: Median age - total country ranks male: 35.5 yearssee also: Median age - male country ranks female: 38.1 years (2010 est.)see also: Median age - female country ranks Sex ratio:at birth: 1.047 male(s)/femalesee also: Sex ratio - at birth country ranks under 15 years: 1.04 male(s)/femalesee also: Sex ratio - under 15 years country ranks 15-64 years: 1 male(s)/femalesee also: Sex ratio - 15-64 years country ranks 65 years and over: 0.75 male(s)/femalesee also: Sex ratio - 65 years and over country ranks total population: 0.97 male(s)/female (2010 est.)see also: Sex ratio - total population country ranks 6. Market ObjectiveDue to numerous strategic mergers and acquisitions, purchases of insolvent companies, reorganization,and joint-venture partnerships in the late 1990s, the company now has more than 50 breweries in 18 provinces, municipalities and autonomous regions, further strengthening its leadership in the Chinese market.? In 2009, Tsingtao Brewery sold 5.91 million kilo-liters of beer, an increase of 9.9% from the previous year.? The revenue and net profit reached new record highs of RMB 17.761 billion and 1.253 billion respectively, up 12.5% and 79.16%.7. SWOT AnalysisStrengths:famous brand ;abundant international experience ;abundant capital ;the latest wine process ;management experience and advanced thoughtWeaknesses:Relative to the local brand, the government policy and legal obstacles ;Channel bottleneck ;Overseas management is not convenient control ;The core competitive power is not enough ;Opportunities:Overseas beer market competition is intense, such as the United States, Germanys baker bud light ;Different countries of the characteristics and the countrys consumer market of ecological environment are different;Threats:The influence of the trend of global eco