How AB InBev Succeed in Chinese Market - Free Essay Example

Sample details Pages: 4 Words: 1293 Downloads: 1 Date added: 2017/06/26 Category Marketing Essay Type Analytical essay Did you like this example? Content 1. Introduction 2. Aim and Objectives 3.Literature Review 3.1. Local Competitors 3.2 New Market Strategy 3.3. Market Campaign 3.3.1. Brand Position 3.3.2. Distribution 4. Methodology 4.1. Research Design 4.2. Sampling Type 4.3. Data collection 4.3.1. Primary Data 4.3.2 Secondary Data 4.4 Research Ethics 4.5. Limitation 5.Potential Solution and Recommendations 6.Reference 7.Appendix 7.1..Timetable 7.2. Conceptual Map 7.3. Risk Register 1. Introduction Europe was the major centre of brewing industry in the world. However, it showed a big falls of the beers sales after the mature period of the market (Johnson G, 2005). On the other hand, Chinese market is expected to have a continuous growth with long-term profit prospect , and becomes the worldà ¢Ã¢â€š ¬Ã¢â€ž ¢s largest alcoholic beverage market in both volume and outputs terms so far (SAB Miller, 2013). As the leader of world brewing industry, AB InBev noticed this giant potential market and decided to enter into this market campaign. In order to survive in Chinese market, this research will help AB InBev to analyze their local competitors, new strategy and design a market campaign. Don’t waste time! Our writers will create an original "How AB InBev Succeed in Chinese Market" essay for you Create order 2. Aim and Objectives This research is aim to discuss how AB InBev can succeed in the Chinese market campaign. The three main objectives are:  ·Evaluating Chinese local brands from customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ perspective.  ·Creating a new market strategy can be used in the Chinese market.  ·Designing of a market campaign for AB InBev in China. 3. Literature Review 3.1. Local Competitors The Chinese local brewing companies have escalated steadily in production as well as consumption since 1980s (Accenture, 2012). Majority of the Chinese brewing factories are running locally, including some of them was owned by the local government before (China Daily, 2013). There are several big local brands, such as Tsingtao Beer, Yanjing Beer, which are all named after the city names. Because of the strong support from government and the customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ intended local brand choice based on their culture, these big Chinese local brewing companies have already been monopoly locally in some areas(Bernard A, 2012). However, there is still not a national brand which can be operated all over the world (Accenture, 2012). Several local brewing companies do not perform well in network social media. Tsingtao Beer still uses the old method, TV advertisements, to do their promotions. The research shows that Tsingtao Beer spent 83,200,000RMB on the TV advertisement during CCTV Ne ws in one year (Yichao S, 2013). 3.2New Market Strategy Most local brewing factories are relying on the low cost and concentrating in Chinaà ¢Ã¢â€š ¬Ã¢â€ž ¢s eastern and middle south provinces (IBIS World, 2013). In these provinces, there is a big difference in peopleà ¢Ã¢â€š ¬Ã¢â€ž ¢s consumption behavior between urban and rural areas (Ke Q, 2009). AB InBev must look to a new market strategy based on this market structure, which will be tailored to the unique characteristics of Chinaà ¢Ã¢â€š ¬Ã¢â€ž ¢s diverse markets (Accenture, 2012). In the research, it shows that urban customers are used to be served through supermarkets, restaurants and bars, which are all well-established sales channels for selling high quality products. Compared with people in urban areas, rural beer drinkers are preferred to keg and draught beer in small stores (Accenture, 2012). In another words, the new market strategy for AB InBev is to serve high-end products for urban customers and low-cost but high-quality products for rural customers. 3.3. Market Campaign In order to execute successfully the new market strategy described above, AB InBev is required to design a market campaign. There are 6 steps for planning a successful market campaign, including setting objectives, defining targets, evaluating competition, setting a budget, considering communication channels, monitoring and measuring (World Press, 2013). In addition to the 6 steps, it is necessary for AB InBev to focus on their brand position and distribution. 3.3.1. Brand Position AB InBev operates a board brand portfolio which includes more than 200 highly popular beer and soft drinks brands all over the world (Anheuser-Busch InBev, 2012). In order to target the market in different segmentations, the company classifies its brands in three levels, which are global brands, international Brands, and local champion brands. 3.3.2. Distribution The Chinese beer companies are highly relying on the two channels provided by regional distributors to access the market, including ready-to-drink channels and non-ready-to-drink channels (Accenture, 2012). However, the direct online distribution is demanded according to the new customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ behavior (Lorin M, 2001). In this way AB InBev can also gather and analysis the customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s data. 4. Methodology 4.1. Research Design This research will be done by using mixed methods research, which combines quantitative and qualitative research (Norman K, 2011). It includes both a questionnaire for customers and an interview for alcoholic beverage sales managers. In order to increase the validity of the research, the questionnaire will be tested cautiously to minimize any misunderstandings (Brain W, 2000). 4.2. Sampling Type The samples of the research study are selected randomly outside of supermarket and clubs, which will increase the data validity (Brain W, 2000). In addition, it will be combined with the snowball sampling to complete the rest of questionnaire. The samples have been divided by regions, ages, genders and different backgrounds. The samples for the interviews are alcoholic beverage sales managers from different supermarkets and bars in Shandong Province, which is the biggest province in east China. 4.3. Data collection 4.3.1. Primary Data The primary data will be collected through questionnaires and interviews. The questionnaires will use multiple choice questions. Each of the interviews will be expected in 20 minutes. All the questions in the interviews are using open answer questions. 4.3.2 Secondary Data Besides the primary data, this research will also use secondary data, which includes textbooks, scholarly articles and electronic database (Ashley B, 2013). The secondary data is used to build the literature review. 4.4 Research Ethics Permissions have been given in writing about the interview details. All the managers and company names will not appear anywhere in the dissertation. 4.5. Limitation Since snowball sampling does not select units for inclusion in the sample based on random selection. In this method, it cannot control the possible sampling errors. 5. Potential Solution and Recommendations AB InBev is expected to succeed in Chinese market through a new market strategy, which will diverse into urban areas and rural areas in China. In addition, the market campaign is required to focus on the brand position and distribution. 6. Reference Gerry ¼Ãƒâ€¦Ã¢â‚¬â„¢J (2005). Exploring Corporate. 7th ed. Harlow: Pearson Education Limited. P108-109. SAB Miller. (2013). SABMiller plc Annual Report 2013. Available: https://www.sabmiller.com/files/reports/ar2013/2013_annual_report.pdf. Last accessed 27th March 2014. Accenture (2012), Chinaà ¢Ã¢â€š ¬Ã¢â€ž ¢s Beer Industry: Breaking the Growth Bottleneck. Available from: https://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-China-Beer-Industry.pdf [Accessed: March 27, 2014]. China Daily (2013), Tsingtao Beer. Available from: https://www.chinadaily.com.cn/regional/2013-08/07/content_16878067.htm [Accessed: March 27, 2014]. Ascher, B. (2012), GLOBAL BEER: THE ROAD TO MONOPOLY. Available from: https://www.bluedustpgh.com/uploads/1/0/3/0/10309574/global_beer_road_to_monopoly.pdf [Accessed: March 27, 2014]. Sun, Y. (2013), CCTV Advertisement . Available from: https://www.chinadaily.com.cn/qiye/2013-11/19/content_17114715.htm [Accessed: March 28, 2014]. IBIS World. (2013),Beer Production in China. Available from: https://www.ibisworld.com/gosample.aspx?cid=86rtid=1 [Accessed: March 27, 2014]. Qin, K. (2009), The Different Consumption Between Rural and Urban Areas in China. Available from: https://www.diva-portal.org/smash/get/diva2:241010/FULLTEXT01 [Accessed: March 27, 2014]. World Press. (2013), Step-by-step ideas for planning a new marketing campaign. Available from: https://cbskesl.files.wordpress.com/2013/11/uk_marketing_guide-1.pdf [Accessed: March 27, 2014]. Ab Inbev, K. (2012), Annual Report 2012. Available from: https://www.sec.gov/Archives/edgar/data/1140467/000119312513078531/d493436dex992.htm [Accessed: March 27, 2014] 7. Appendix 7.1 Timetable 7.2. Conceptual Map 7.3. Risk Register Risk Explanation Likelihood Impact Risk Score Risk Level Reduction of output caused by nature disaster which affect the accuracy of data 4 3 12 Low A new competitor enters into the market campaign, and affects the market balance 7 8 56 High Chinese government launches new policy to limit the sales of alcoholic beverage 8 6 48 High Any scandals of AB InBev is exposed to public 3 7 21 Low Insufficient test of questionnaire 5 7 35 Middle Misunderstandings caused by translation errors during the surveys 5 7 35 Middle The scope of research designed cannot represent the whole Chinese market 8 8 64 High Insufficient resource 4 6 24 Low Computer Break Down 6 6 36 Middle

Why Vietnam Invaded Cambodi Political Culture And The...

To commence, I decided to read historical novels associating with the Cambodian-Vietnamese Conflict. The Martin Luther King Jr. Library was the only library I could think that held historical chronicles. Primarily, I wanted to find a book called Why Vietnam Invaded Cambodia: Political Culture and the Causes of War by Stephen J. Morris. By quickly finding and examining the book on the Internet, this novel book was perfect for my topic; the title of the book was even a large giveaway for my topic. However, the library lost the novel; I looked everywhere on the shelves and came up with nothing. So, I had to improvise to find similar books; eventually, I found two novels that would greatly satisfy my research topic. One was The Rise and Demise of Democratic Kampuchea by Craig Etcheson. The other novel was A History Of Cambodia by David Chandler. After studying sections of these books, I located various details which dealt with my topic. While analyzing The Rise and Demise of Democratic Kampuchea, the section called â€Å"Open Conflict Between Socialist Nations†, revealed many components that led to a mandatory invasion of Cambodia. The Khmer Rouge strived to reconquer the Mekong Delta, the region bordering Cambodia in the present day, of Vietnam. It turns out that Cambodia used to exert authority over the region, but throughout many decades, sovereignty transferred to the Vietnamese. In 1952, â€Å"the radical faction of the Khmer Students’ association in Paris-including ‘Pol Pot,’ Ieng

Purpose and Use of HRMS Free Essays

Every organization has a set of employees working together to achieve the same goals known as the â€Å"human resource† of the organization. These people in turn are handled by another set of employees known as the â€Å"human resource management†. As the fast growing environment and the technology is becoming an active part of the daily exchanges in the business environment, companies are forced to implement latest tools to compete in the fast paced world. We will write a custom essay sample on Purpose and Use of HRMS or any similar topic only for you Order Now One of the tools utilized by the managers to counter the activities of the human resource management is to utilize the human resource management systems or they may also be called human resource information systems. These systems make a direct link with the human resource management and the information technology, enhancing the competence of the organization. Moreover, their main purpose is to automate the activities handled by the human resource management which in turn boosts the efficiency of the department. FINDINGS: Focusing on the purpose and uses of the human resource information systems, let’s look at the reason why managers want to implement these systems in the first place. There comes a time when your business is generating large profits and there is an immense amount of information that needs to be stored; be it about your employees or about the organization itself, there has to be a database securing this information. To ensure the security of this information along with reduction in paper work, organization of data, reorganization of processes, maintenance of profits and the employees an organization may require a human resource management system. These systems serve various purposes and hence, incorporate a lot of modules. Their main focus is on the employee information. First to mention is the Payroll module which takes a note of the attendance of the employees after which it automatically calculates various taxes that they are supposed to pay and also the deductions if any. This helps to reduce all the paper work and calculations; the only manual work done over here is to enter the attendance of the employees. The Work Time module takes care of the time along with the work efforts that the employees need to put in. This information is eminent in order to keep the costs of the organization low and efficiency high. Thirdly, there is the Benefit Administration module which basically focuses on making the employees involved in the benefit programs. These programs generally include compensation, insurance, retirement benefits and so on and so forth. The next module is known as the Human Resource management module. It helps managers to evaluate and analyze employees through their data provided and also takes care of the training and development of the employees and what skills do they encompass. There have been great advancements in technology and such systems have also been developed which tap relevant applicants and put them in the right database for further evaluation by the managers. Another similar module which focuses only on training is known as the Training module. It keeps a check of the skills, education and what type of learning the employee has and suggests books, CDs and other various platforms which may enhance their learning. A cost check is also kept by them, telling what training may cause what expenditures. The next module, known as the Employee Self-Service module enables the employees to check records of their attendance and also question the records if ever a problem is faced, without having to go directly to the HR personnel. It helps them to perform transactions related to the human resource department and ask questions related to the department. Basically this facilitates the employees to solve their own matter. All of these modules combine together to help the organization as a whole. The human resource unit is benefitted as it improves their decision making capability and aids them in providing their best to their customers/clients. It integrates all information into an Enterprise Resource Planning system which further enhances the capabilities of the organization. It promotes organizational and operational efficiency along with making the managers more intricate about their decisions and strategic planning. These systems can be used to achieve the objectives of the organization as well as establish a competitive advantage. As a lot of time of the HR activities is spent on activities which are transactional in nature, these modules may aid the purpose of those activities and help simplify the work. As mentioned above these modules activate the payroll and benefit activities serving the use of such modules. Also do they take into account the Equal Employment Opportunities by looking at various employees and their qualifications. Thirdly there comes the benefit that the employees gain due to an easy access of all the data. The self service provider module for instance aids the employees to get greater access to the human resource information which in turn reduces HR costs. These systems help to analyze the whole organization, looking at the absenteeism analysis, skills inventories, internal job matching, affirmative action plan, applicant tracking, workforce utilization, training needs assessment and so and so forth all give a clear picture to the HR managers of what the organization needs and what it should do to acquire its targets. HRMS facilitate employees by making data more accessible as no human contact is required which takes up most of the time in understanding the query of the employee. Another important factor is that bulletin boards again enhance the information spread throughout the organization as it is accessible to employees globally. They provide a platform through which data can be transferred electronically between vendors and the employees making the whole process swift and smooth. RECOMMENDATIONS: Looking at various uses and the purpose of the Human Resource Management Systems a few recommendations are as follows: * HRMS systems should also introduce a transparent mechanism through which employees are evaluated against their peers, to get a clear picture as to where they stand in the organization. This may enhance their motivation to do better and increase their ranking to become a more valued asset to the organization as it is visible to everybody. This can be included in the self sufficient module where employees can check each other’s ranking. These systems can also incorporate reports of the competitors; about their pay packages and benefits given so as to compare there’s with them; making the organization never lag behind in satisfying their employees. It should always remain up to date with the current scenarios of their competitors and look at the factors in which they need to improve themselves to motivate employees as compared to their c ompetitors. This information may only be available for the use of the human resource department. Another piece of information which may be generated from these systems is to generate productivity reports of each employee. Notice how much effort and time one employee is putting in and what the results are. The employee with the highest productivity may then be rewarded and based as a bench mark to evaluate other performances. * Certain surveys can be occasionally conducted to check the morale of the employees and seek what is there that is missing from the organizations point to satisfy them. Through online responses these systems can generate reports and infer what common problems employees face. * Also HRMS can hold information as to what other types of jobs would the employees like to do. This can come in handy for situations when managers want to utilize job rotation, job enlargement or job enrichment. This can make them aware that in what other activities a person is good in and how could that be put to use. CONCLUSION: HRMS, along with increasing the efficiency of the organization, also standardize the processes making employees utilize easier and quicker mechanisms. Their use and purpose for an organization is mostly administrative and they fulfill it ideally. It provides an effective framework to utilize and administer the human capital of a company. By the help of IT professionals these systems are generated and transformed from initially being the main frame â€Å"client server† architectures. Overall, as viewed through various insights it can be concluded that much of the work that is done manually is taken over by these systems for better management of processes and a well integrated company is a result of implementing these systems. They allow managers to employ them in such a way that it becomes an â€Å"effortless† job for the managers to keep a track of various activities: focusing on recruitment, employee turnover, problems and so and so forth. A company making use of these systems in the right way has a great chance to prosper. How to cite Purpose and Use of HRMS, Papers

Rhetorical Analysis

Question: Describe about the Rhetorical Analysis? Answer: Introduction As a number of researchers have defined, sentences can have a number of definitions and can be perceived in a number of different ways. This task of rhetorical analysis of two sentences forced me to utilise the critical reading skills to analyse the sentences on the basis of rhetorical situations. This task of analysing the sentences allows us to understand the true meaning and writing strategy behind the two sentences. Some of the key points which Ill focus on are the intended audience of the author, the purpose of the author, the subject of study in the sentences, the overall argument and the structure of the sentences. Sentence 1 Swap to slightly smaller plates, but not too tiny or youll keep refilling; keep treats out of reach instead of by your desk and use tall rather than wide glasses. (Sian Lewis, 2013) (Authors of women's fitness magazine) The sentence mentioned above is written by the authors of the womens fitness magazine. So I think that the authors are focusing on the women as the audience of the sentence. The purpose of the author behind the sentences seems to be informative. The author is trying to inform the women regarding an effective and efficient way of maintaining a strict and controlled diet. I can perceive the subject of study in the sentence to be the diet control and management among the ladies. The overall argument of the sentence seems to be the fact that using smaller plates and taller glass, they will look full with fewer amounts of food and drink. This allows the women to control their diet due to their perception of full plates and glass with fewer amounts of food and drink. The authors also tried to inform the women to keep the treats such as chocolates and sweets out of their reach so that they have to put a lot of effort in consuming them. The structure of the sentence seems to be a bit motivat ing in which the authors are trying to motivate the ladies to consume less food and drink through a number of strategies such as using smaller plates for foods and taller glasses for drinks along with making the presence of the sweets scarce in the surroundings. I can associate this sentence written by the authors of the womens fitness magazine with a situation of a party with great foods, in which the women may be tempted to consume more foods or sweets leading to disturbed diet control. The sentence focuses on the women who are conscious about their diet and are easily disturbed from their diet due to temptations (Howard, 2006). Sentence 2 A recent study published in the journal Psychological Science found that those who watched television during dinner were more likely to perceive food as bland and eat more to compensate. (Amy Molloy, 2013) newspaper This sentence was written by Amy Molloy and was published in a newspaper segment in 2013. I perceive that the author is targeting the people who have developed a habit of watching television during dinner as the audience of the sentence. The author is trying to inform the impacts on the diet and health of the individuals who watch television during dinner. So the overall purpose of the author seems to be informative. The subject of study on which the author has focused on seems to be the eating disorder among the people who watch television during dinner. The overall argument put in the sentence by the author seems to be the high consumption of food by the people watching television during dinner. The author focuses on the situation of most of the households in the current societies. Generally people in the current societies are very busy with their professional life and get less amount of time for their personal lives. Most of the people in the current societies tend to unwind after a hectic day at work in front of the television after coming back to home. This causes them to have their dinner in front of the television. The author stresses on the point that the focus of those people goes more on the television and the content being displayed in that. This causes the individuals to effectively feel and taste their food and drink, which in turn causes the individuals to perceive the taste of the food to be bland. The author defines this activity leading to over-consumption of food by those individuals as they start eating more to compensate the absence of satisfaction regarding the taste of the food. The author focuses on the current social issue of dietary management due to the usage of the televisions during the activities of consuming foods and drinks (Borzekowski, 2001). Conclusion The rhetorical analysis of both the sentences allowed me to utilise the critical reading skills to understand the feeling of the authors behind the sentences. The analysis allowed me to understand the actual context of the sentences, intended audience of the sentences and the topic under study in the sentences. Analysing the first sentence, I understood the context of the author regarding the diet control intended for the women and the second sentence allowed me to understand the attempt of the author to address one of the current social issues of diet control related to the usage of the televisions. References Borzekowski, D. L., Robinson, T. N. 2001. The 30-second effect: an experiment revealing the impact of television commercials on food preferences of preschoolers. Journal of the American Dietetic Association, 101(1), 42-46. Howard, B. V., Manson, J. E., Stefanick, M. L., Beresford, S. A., Frank, G., Jones, B., ... Prentice, R. 2006. Low-fat dietary pattern and weight change over 7 years: the Women's Health Initiative Dietary Modification Trial. Jama, 295(1), 39-49.