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Case
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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
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Abstract

This is the second of a four-case series (IMD-5-0626 to IMD-5-0629). Sales of Asahi''s ''Super Dry'' are booming. Kirin Brewery''s share of the market is declining rapidly. Mr Tani has been recently appointed as new General Manager of Kirin''s Beer Division with the mission to respond to Asahi''s challenge. Other competitors have now joined the ''beer war'' between Kirin and Asahi. Kirin must now fight on several fronts. Mr Tani has to decide on an appropriate strategy for Kirin Brewery.
Location:
Japan
Industry:
Beer
Size:
JPY31 billion
Other setting(s):
1987-1989
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-5-0626
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
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 second of a four-case series (IMD-5-0626 to IMD-5-0629). Sales of Asahi''s ''Super Dry'' are booming. Kirin Brewery''s share of the market is declining rapidly. Mr Tani has been recently appointed as new General Manager of Kirin''s Beer Division with the mission to respond to Asahi''s challenge. Other competitors have now joined the ''beer war'' between Kirin and Asahi. Kirin must now fight on several fronts. Mr Tani has to decide on an appropriate strategy for Kirin Brewery.

Settings

Location:
Japan
Industry:
Beer
Size:
JPY31 billion
Other setting(s):
1987-1989

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-5-0626
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
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