Failure Analysis of M Beer Marketing.docVIP

 PAGE \* MERGEFORMAT 7 Failure Analysis of M Beer Marketing M Beer, Zhengzhou beer industry as a rising star since 1997, fast-growing market in Zhengzhou, Zhengzhou popular. On their marketing skills and market growth rate can not but admire counterparts, but also became an industry focus. M Beer rapid rise, as a new brand, its success, it is worth drawing peer learning, but its failures and lessons learn more worthy peers. M Beer experience competing warlords in 2000, after the market began its decline, a shortage of reserve resources began to emerge, human structure began to shake, the product structure began to disorder, rapid decline in sales, production capacity also appeared unsustainable situation. 2001 M beer in the fierce market competition has become more powerless, the market fell again frustrated, their dealers have moved to find another flag of their Lord, Since then, marks the rapid rise of M in this beer beer giant, but also quickly fell. (In the industry have always concerned about the M giant beer can recover when another Zhen Shan-hsiung-wai). M Beer’s marketing failure, can not but cause widespread concern in the industry, M fails exactly where the beer? I, as the industry’s marketing consulting services, the one concerned about those who, in this to express their views on a few points. First, attack ignores a powerful competitor M Beer serious mistakes in the marketing orientation is the reason for its failure lethal. M beer marketing strategy to focus only on ‘offensive’ but not in ‘defensive’, in its catch ‘cicada’ (oak), when they lose sight of their behind the ‘oriole’ (Venus). M beer background to understand all know, M Beer, in its entire marketing process, has been the oak as a major competitor and challenges of an object. Aside other and just say that this competitive position, M beer just so the oak as a challenge to an object, it is also very familiar with because of Oak, ‘Zhiyizhibi, Baizhanbudai’, which is M Beer is correct.