German defeat at the next City Marketing.docVIP

 PAGE \* MERGEFORMAT 6 ‘German’ defeat at the next City Marketing ‘German’ beer is a joint venture between China and Germany in Wuhan Yangtze River Brewery Co., Ltd. products (hereinafter referred to as ‘German’). She had had a glorious history, the product into Shanghai, Wuhan, Nanjing, Changsha and other major urban markets, access to a high reputation. However, in the past, ‘German’ decline, and finally in 1995 was the nation’s largest beer companies ‘Budweiser’ acquisitions. The situation and ‘German’ journey from prosperity to decline, we can easily find, ‘Germany’ in marketing strategies, tactics on some of the ‘errors’ is led to today’s main source of bitter cup. 1, ‘Germany’ market positioning ‘German’ beer as a product of joint ventures, mainly the use of beer Kingdom of German technology and equipment to produce a European-style beer. This beer is characterized by: the inner product of good quality and unique flavor. At that time the domestic market, joint ventures or foreign beer products, with fewer cases, the popular part of the consumers. For product characteristics and the prevailing situation of the domestic beer market, ‘Germany’ to market position in large and medium cities, luxury hotels, restaurants (especially prominent foreign hotels), and in the high-level consumers. In a sense this position is correct, it is consumer demand by the then situation and the state of competition in the beer market by the decision. To this end they found a series of marketing strategies, one after another into the Shanghai, Nanjing, Changsha, Wuhan and other major cities of the foreign hotels and high-level hotels, to obtain better assessment. However, this market position has its own inherent weaknesses. First, the beer consumer groups are primarily the general public, in the lower income groups. Pairs of medium-sized hotels, restaurants, the beer consumer, after all, is limited, even in foreign-related hotels, despite the ‘foreigners’ preference for the