Study On The Competitiveness Of Tsingtao Beer

Tsingtao beer is a leading brand of china’s beer industry, which is produced and sold by tsingtao Brewery Co., Ltd, and well received by the consumers. With China becoming the world’s largest beer market, a large number of foreign capital influx, breaking the old pattern of market competition, Tsingtao beer’s main rival has greatly changed, facing much more complex competitive environment and a severe test. The main objective of this study is to help Tsingtao beer to understand the competition, find out the market position, anddefine the direction for further development.Tsingtao beer’s biggest competitors are China Resources beer, InBev Beer and Yanjing Beer, followed by some second-rate beer brands include the Pearl River, and Chongqing. As the degree of market concentration increasing high, the size of a firm became a key factor for win in a competition,"regional advantage" of domestic brands began to lose because of foreign enterprises settled in, Tsingtao beer was pushed in the wave, accepting the challenge of domestic and international beer brands.Tsingtao Brewery is100years old with rich heritage, which created Tsingtao’s unique strength of brand dominance, but with InBev, China Resources continued investment in China, Tsingtao beer’s scale advantages and brand advantages greatly reduced. This paper has done a SWOT analysis and proposed competitive strategy in Tsingtao on the base of studies on the competition in the industry’s competitive environment and the internal factors of the Tsingtao Brewery which affect the competitiveness. As an effective supplement to evaluate the competitiveness of Tsingtao beer, this study used the data of the Domestic listed companies as an important reference for empirical analysis.Empirical analysis in a competitive edge, using results of previous studies, taking full account of trade-specific basis, established a viable and developing competency-based orientation of the Business Competitiveness Index evaluation system, with the scale and efficiency indicators to reflect business viability, with the return on investment, profitability and growth targets reflect the company’s development capacity. At the same time, also made a competitive edge empirical analysis on Xinjiang Hops Co., Ltd., which has most advantages in the development of capacity, to play the role of comparative analysis.The main conclusions emerging from the study is that Tsingtao Brewery is competitive, even facing strong competition. Tsingtao Brewery can avoid weaknesses, while avoiding disadvantages, faster, and better develop.