The Marketing Strategy Research On TSingtao Beer In Shanghai Region

The development of Chinese's beer industry has steped into a ripe period since 1998. Meanwhile, beer consumption entered a low-growth period. But, Shanghai as an international metropolis, its beer consumption still rose dramatically. According to some research by Shanghai brewing industry association, the increase of Shanghai's beer consumption showed a two-digit growth in 2005, in 2006 Shanghai's total consumption surpassed 70 million tons, which made Shanghai the hugest market in China. In the face of such a promising market, the competition will become more and more fierce. Until now, almost all of the famous beers gather in Shanghai. In this paper , the author wants to supply some advices on TSingtao Beer's sales throuth analyzing its present situation in Shanghai.First of all, this paper introduces some background knowledge of TSingtao Beer's and its development in Shanghai region. Then, the thesis analyzes TSingtao Beer's external environment in Shanghai, including the analysis of the macroeconomic environment, Shanghai beer industry and major competitors. Based on this analysis, analyzing its opportunities and threats. After that, the thesis posts internal situations of Shanghai branch company of TSingtao Beer, mainly includes the human, technical and financial resources and its capacity for creation, production, marketing and management. By doing this, the thesis sums up advantages and disadvantages of TSingtao Beer. At last, relied on former analysis, the author gives out a group of strategies on marketing, which contains product strategy, price strategy, place strategy, and promotion strategy, also known as 4P.In the end, the author provides following advices: TSingtao Beer company should adjust product's package and standard, should fix differential price in different market, should mainly promote sales and stimulate sales at the same time, should take advantages of all sorts of medias to advertise and sell TSingtao Beer in order to enlarge consumption.The thesis supplies a lot of meaningful suggestions for TSingtao Beer company to map out its marketing strategy.