Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Subject category: Marketing
Authors: Dominique Turpin
Published by: Institute for Management Development (IMD)
Published in: 1992
Length: 23 minutes
Data source: Field research
Notes: We recommend that you view the inspection copy before purchasing this video. File size 2.1GB. Click for more information.

Abstract

This video is to accompany the case. This video presents a number of commercials aired on Japanese television during the 'beer war' that took place in Japan during the late 1980s and early 1990s. It also provides some information on what happened during this time in terms of new product launches and market share evolution. Finally, the video includes a 1998 interview between the case writer and the advertising manager of Asahi Breweries on recent developments in the Japanses beer market.
Location:
Industry:
Size:
JPY1,300 billion sales
Other setting(s):
1988

About

Abstract

This video is to accompany the case. This video presents a number of commercials aired on Japanese television during the 'beer war' that took place in Japan during the late 1980s and early 1990s. It also provides some information on what happened during this time in terms of new product launches and market share evolution. Finally, the video includes a 1998 interview between the case writer and the advertising manager of Asahi Breweries on recent developments in the Japanses beer market.

Settings

Location:
Industry:
Size:
JPY1,300 billion sales
Other setting(s):
1988

Related