Contents
Lower-the-ladder-of-pyramid : case study of SabMiller's distribution and pricing strategy in China beer market / Bae Ji Yeon ; Cho Hye Jin 1
1. Introduction 1
2. China Beer Market Overview 2
2.1. Huge market potential 2
2.2. Regional Dominance 2
2.3. Frequent M&A 2
2.4. Low Brand loyalty and Coverage/penetration 2
3. Initial foray of foreign breweries into China in 1990s 3
3.1. Surge of foreign capitals into China beer market 3
3.2. Carrying out the ill-fitted strategies 3
4. Representative failure case of 'Foster's' 4
5. SABMiller's success in China beer market 4
5.1. Successful 'China Resource Snow' 4
5.2. SABMiller's approach to the China 5
5.3. SABMiller's operation in China in the aspects of 4Ps, distribution, and cost handling 6
6. Basis for inevitable success of SABMiller in China 9
6.1. Pre-experience of doing business in emerging markets 9
6.2. Finding the fortune at the bottom of the pyramid market 10
6.3. Spirit throughout the SABMiller 10
6.4. Making the best use of particularity of China market 11
7. Implications 11
Appendix 13
Global tier 23
Glocal tier 23
Local tier 23
Bottom tier 23