Competitive advantage analysis of the Japanese beer industry

• Main Authors: Matsushita Ryo, 松下亮
• Other Authors: Kung-Mo Kuo
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/11226101348915080406

碩士 === 國立臺北大學 === 企業管理學系 === 91 === Abstract The Japanese beer industry is a typical oligopolistic industry. In this industry, there are 4 main firms which are Kirin, Asahi, Sapporo and Suntry. Because of some barriers to entry such as a need for a large capital infrastructure and government regulation, from 1869 the Japanese beer industry has belonged to oligopolistic industries all the time. However, barriers to entry into the Japanese beer industry gradually have decreased, so we can say that the Japanese beer industry is facing a new competitive environment. The objects of this research are as follows: 1.To understand the current situation of the Japanese beer industry. 2.To understand the situation and tendencies of the Japanese beer industry through various kinds of data and indicators, and to analyze“opportunity”and“threat”through proper industry analysis. 3.Through internal analysis of Kirin Breweries Company, try to find its present problems and try to provide a solution for Kirin. This research used The Five-Forces Model and the Micro Environment Analysis as an industry analysis. The purpose is to understand competitive advantage of this industry, and use The Value-Chain Model as an internal analysis. Lastly found out Kirin’s problems by using SWOT analysis. This research discovered Kirin’s reasons for failure are as follows: 1.Costly production structure. 2.Usage of an improper production strategy, such as changing flavor of LAGAER beer. 3.Reliance on old business model. 4.Over-reliance on beer department. This research provides 4 solutions. Those are as follows: 1.Create new organizational environment. 2.Explore customer’s need. 3.Improve production structure to lowly production structure. 4.Develop second main department.