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Subject category: Marketing
Authors: Niraj Dawar
Published by: Ivey Publishing
Originally published in: 2000
Version: 2000-09-26
Length: 23 pages
Data source: Field research

Abstract

South African Breweries (SAB) was the only profitable international brewer in the crowded and hyper-competitive beer market in China. SAB''s keen understanding of emerging market environments allowed it to develop a unique strategy for the Chinese market. This resulted in large market shares in each of the provinces in which it was present. However, SAB and its joint venture partner, China Resources Enterprise, only served five per cent of China''s immense population. The managing director was faced with decisions: how to expand to other markets where SAB''s approach would be replicated, how SAB could expand its successful business model to new markets, and what would happen when it ran head-to-head with a global giant or a well-positioned local competitor. There is a Simplified Chinese version available ''9B00AC24''. There is a Traditional Chinese version available ''9B00AT24''.
Location:
Size:
Large
Other setting(s):
2000

About

Abstract

South African Breweries (SAB) was the only profitable international brewer in the crowded and hyper-competitive beer market in China. SAB''s keen understanding of emerging market environments allowed it to develop a unique strategy for the Chinese market. This resulted in large market shares in each of the provinces in which it was present. However, SAB and its joint venture partner, China Resources Enterprise, only served five per cent of China''s immense population. The managing director was faced with decisions: how to expand to other markets where SAB''s approach would be replicated, how SAB could expand its successful business model to new markets, and what would happen when it ran head-to-head with a global giant or a well-positioned local competitor. There is a Simplified Chinese version available ''9B00AC24''. There is a Traditional Chinese version available ''9B00AT24''.

Settings

Location:
Size:
Large
Other setting(s):
2000

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