China has a rapid economic growth and a huge market. Therefore it is very interesting to take a look at one of Chinas big players. For this term-paper, I chose the Tsingtao Brewery Group. Its sponsoring of the Olympic Games will draw world-wide attention to it.
In this term-paper, I would like to give an insight in Chinas largest brewery, explain its history, the products and its strategy in the domestic and international market. The Chinese beer market is the most attractive world-wide, that’s why it is worth knowing how the market is set up and how it might develop in the future.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- The business
- history
- products
- Analysis of the Chinese beer market
- strategy
- expanding
- branding
- sponsoring
- Outlook
- references
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This term paper aims to provide an in-depth analysis of the Tsingtao Brewery Group, one of China's largest breweries. The paper explores the company's history, its product portfolio, and its strategic approach in the domestic and international markets. It also analyzes the Chinese beer market and its potential for future growth.
- History and evolution of Tsingtao Brewery Group
- Tsingtao's products and their positioning in the market
- The dynamic Chinese beer market and its key players
- Tsingtao's strategic approach to expansion and branding
- The future outlook for Tsingtao Brewery Group in the global market
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction provides an overview of the term paper's focus on Tsingtao Brewery Group and its significance in the rapidly growing Chinese market.
The "The business" section delves into the company's history, highlighting its origins, key milestones, and its evolution from a German-founded brewery to a major Chinese enterprise. This section also examines Tsingtao's product portfolio, including its signature beer and other brands. The section concludes with a discussion of Tsingtao's corporate reputation and its ranking among Chinese companies.
The "Analysis of the Chinese beer market" chapter presents a comprehensive overview of the Chinese beer market, including its size, growth trends, key players, and market segments. It analyzes the market structure, the competition landscape, and the factors driving market growth.
The "strategy" chapter focuses on the strategies employed by Tsingtao Brewery Group to expand its market presence and enhance its brand image. This includes its approach to expansion, branding initiatives, and its prominent sponsorship of the Olympic Games.
Schlüsselwörter (Keywords)
The key terms and focus topics explored in this paper include the Tsingtao Brewery Group, Chinese beer market, market analysis, strategy, expansion, branding, sponsorship, Olympic Games, history, products, and future outlook.
- Quote paper
- Judith Blaß (Author), 2008, Tsingtao Brewery Group, Munich, GRIN Verlag, https://www.grin.com/document/132525
