A Research On HEINEKEN China Marketing&Sales Strategy

Since driven by global economy,China a giant manuafacturer has been as the most beer consumption in the world in recent years.Foreign companies has invested in China beer marketwith with a huge sum of capital,while China's beer market competition has become increasingly homogeneous and fierce.However,in such a situation,Heineken,ranked 2nd globally,get less than 1%of China beer market share.Under these circumstances,with what strength and weakness?How could Heineken confront challenges leverage core competitiveness to increase China market share?Based on PEST and 4P,the essay focus on external and internal environment,combined with SWOT analysis,making analysis on the strengths,weaknesses,opportunities,threats and the status quo.Combined with current situation,the essay based on global and China beer market,analyse China political,economy,social and technological,exploring FMCG and challengs and opportunities.Then,illustrate fault market strategy by APB management for dacade and making analysis on new direction.In the Chinese market,Heineken must adhering to the Heineken brand in the product mix,in price strategy adhere to the high-end,adhere to a game of chess,in the distribution channel adhere to build in line with the characteristics of RTM strategies,in brand communication,Adhere to the "bigger,more refined,better",adhere to the online and offline information dissemination of "unity",to establish a national brand influence,the household.Only do all of the points will it be possible to seize the transformation opportunities,in the face of intense competition in the beer market break their trail.