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Supporting video
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Reference no. IMD-5-0394-V
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 1992
Length: 23 minutes
Data source: Field research
Topics: New products; Competitive strategy; Advertising
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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:
Japan
Industry:
Liquor
Size:
JPY1,300 billion sales
Other setting(s):
1988
Teaching note
-
Reference no. IMD-5-0394-T
Subject category: Marketing
Authors: Christopher H Lovelock (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1992
Version: 28.03.2003
Length: 15 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0394
Subject category: Marketing
Authors: Christopher H Lovelock (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1992
Version: 27.12.2002
Length: 23 pages
Data source: Field research
Topics: New products; Competitive strategy; Advertising
View full details
Case
-
Reference no. IMD-5-0626
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1990
Version: 03.05.2004
Revision date: 12-Jul-2016
Length: 25 pages
Data source: Field research
Topics: Marketing; Industry analysis
View full details
Case
-
Reference no. IMD-5-0627
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1998
Version: 18.03.2009
Length: 12 pages
Data source: Field research
Topics: Beer; Japan; Marketing; Industry analysis
View full details
Compact case
Case
-
Reference no. IMD-5-0628
Subject category: Marketing
Authors: Rebecca Chung (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2004
Version: 03.05.2004
Length: 2 pages
Data source: Published sources
Topics: Marketing; Emergence of new market segment
View full details
Compact case
Case
-
Reference no. IMD-5-0629
Subject category: Marketing
Authors: Rebecca Chung (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2004
Version: 03.05.2004
Length: 2 pages
Data source: Published sources
Topics: Marketing; Emergence of new market segment; Maturing of new market segments; Threat of regulatory change
View full details

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

Related

Teaching note
-
Reference no. IMD-5-0394-T
Subject category: Marketing
Authors: Christopher H Lovelock (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1992
Version: 28.03.2003
Length: 15 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0394
Subject category: Marketing
Authors: Christopher H Lovelock (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1992
Version: 27.12.2002
Length: 23 pages
Data source: Field research
Topics: New products; Competitive strategy; Advertising
View full details
Case
-
Reference no. IMD-5-0626
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1990
Version: 03.05.2004
Revision date: 12-Jul-2016
Length: 25 pages
Data source: Field research
Topics: Marketing; Industry analysis
View full details
Case
-
Reference no. IMD-5-0627
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1998
Version: 18.03.2009
Length: 12 pages
Data source: Field research
Topics: Beer; Japan; Marketing; Industry analysis
View full details
Compact case
Case
-
Reference no. IMD-5-0628
Subject category: Marketing
Authors: Rebecca Chung (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2004
Version: 03.05.2004
Length: 2 pages
Data source: Published sources
Topics: Marketing; Emergence of new market segment
View full details
Compact case
Case
-
Reference no. IMD-5-0629
Subject category: Marketing
Authors: Rebecca Chung (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2004
Version: 03.05.2004
Length: 2 pages
Data source: Published sources
Topics: Marketing; Emergence of new market segment; Maturing of new market segments; Threat of regulatory change
View full details