Tsingtao Beer Development Strategy And Strategy Discussion In Dongguan Market

The author has been engaged in the marketing of the beer industry since August2005, and kept watching the development of the Tsingtao Beer as well as the development of the beer industry. Years of practical work inspired the author the interest to research the beer brand market.In2008, the whole Guangdong beer industry was in a downturn environment, however, the Dongguan regional market sales scale rapidly increased, which was under the author’s management, and the market share was ascending from the fourth place to the first place, as well as the sales of the product structure synchronization was optimized to achieve both profit and sales harvest. Of course, the victory result was inseparable from the right strategic plan, a high degree of cooperation from the customers, good execution of our staff, however, all of that only were superficial reasons, and the author would like to take this case to analyze how the beer companies to achieve rapid penetration, and then provide some useful experience in the marketing strategies about the various brands of beer in the actual market operation.The main thought of this thesis is as follows:First, it introduces and analyze the beer industry, followed by a detailed description of the internal and external environment of Tsingtao Beer, Dongguan regional markets. And then it analyzes and determines the marketing strategy selection of Qingdao beer market in Dongguan. After that, it will do a deep analysis on how to implement the strategies. Finally, to form some points of view on the regional markets of the beer company marketing.