The Global MarketingStrategy for beer industry – Case in K Company

• Main Authors: Chiu-Mei Cheng, 鄭秋美
• Other Authors: 胡同來
• Format: Others
• Online Access: http://ndltd.ncl.edu.tw/handle/3cbjth

碩士 === 國立臺北科技大學 === 管理學院經營管理EMBA專班 === 104 === Due to the capricious preferences of young people and aging population, beer consumption is decreasing yearly, so most developed countries are seeking to develop alternative products. Before 1988, Taiwan beer market was a closed market because of the tobacco and liqueur monopoly system; however, with the opening of import and join of international organizations (WTO), it led Taiwans increasingly diverse categories of beer and consumer habits. Nevertheless, the total consumption of beer in the Taiwan market merely presented slight growth. Abolishment of monopoly system has been 29 years, but high market share of Taiwan Beer still cannot be surpassed, and the average per capita consumption is always a great gap from other countries (half of Japan). In addition to develop alternative products, but also actively looking for new markets which enable countries beer brands have invested in Taiwans market has formed the worlds major brands battleground. iv This study aimed to use imported beer brands to analyze the beer market in Taiwan, to research the status of competition in the market environment via 7P, PEST (Politics, Economy, Society, and Technology), and to view the enterprise’s SWOT for ensuring its core competence to win the market, and the overall market share of the reckoning as an ideal posture in imported beer industry in Taiwan