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Case
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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
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Abstract

This is the first of a four-case series (IMD-5-0626 to IMD-5-0629). Kirin Brewery with more than 60% of the beer market in Japan has recently been challenged by the number 3 player, Asahi Brewery, with a new beer - Super Dry. The management has reviewed the situation of the beer market in 1987 and must decide what actions to take if any.
Location:
Japan
Industry:
Beer
Size:
JPY31 billion
Other setting(s):
1978-1989
Teaching note
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Reference no. IMD-5-0626-T
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2005
Version: 10.02.2005
Length: 14 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-5-0627
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
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
Notes: We recommend that you view the inspection copy before purchasing this video. File size 2.1GB. Click for more information.
View full details

About

Abstract

This is the first of a four-case series (IMD-5-0626 to IMD-5-0629). Kirin Brewery with more than 60% of the beer market in Japan has recently been challenged by the number 3 player, Asahi Brewery, with a new beer - Super Dry. The management has reviewed the situation of the beer market in 1987 and must decide what actions to take if any.

Settings

Location:
Japan
Industry:
Beer
Size:
JPY31 billion
Other setting(s):
1978-1989

Related

Teaching note
-
Reference no. IMD-5-0626-T
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2005
Version: 10.02.2005
Length: 14 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-5-0627
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
Supporting video
-
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
Notes: We recommend that you view the inspection copy before purchasing this video. File size 2.1GB. Click for more information.
View full details