Selecting the right niche built bases - TS beer base to open up the market strategy of Laiwu and Thinking.docVIP

 PAGE \* MERGEFORMAT 9 Selecting the right niche built bases - TS beer base to open up the market strategy of Laiwu and Thinking The beer industry since the mid-and late 90s by the Tsingtao Brewery launched the first World War mergers and acquisitions in the industry has created the first-tier ‘third world’, the second-tier ‘lords dominate the’ third tier ‘struggling to meet the challenge’ of the market situation . In the mountains a ‘Tiger’, Do not monkey to survive it? Is not true. Because the tree is a monkey’s ‘niche’, but the forest is a monkey’s ‘base’. For the monkey in a tree, and then also only be powerful tiger ‘wangshu disappointed’ any more. As a local beer company, the face of industry giants, spy and attack is not terrible, terrible is not correctly chose the ‘niche’, and set up ‘base’. Here I will be experienced in the TS construction of Laiwu beer market ‘base’ marketing strategies adopted and thinking out-side to share with you. [Market Background] Guanghan Gong Group Co., Ltd., Shandong, large-scale state (a) file enterprise, is a beer, liquor, wine, mineral water production and management in a modern enterprise group. As the operating system, management mechanism, and gradually entered the business debt, business unsustainable proportions, in May 2005 by a Hong Kong-invested M amp;amp; A background, TS beer. Since the acquisition Guanghan Gong TS beer before Guanghan Gong has long been discontinued due to lack of liquidity in more than five months. At that time, Laiwu’s beer market can really be said is ‘a pack of wolves Flurry’, what brands come in to play. Faced with this ‘pack of wolves Flurry’ of the market situation, TS beer made a ‘selecting the right niche, and set up base’ of the market strategy. Real process, the Chairman Mao’s strategy and tactics for which benefited quite good. First, mobilize the masses to make revolution: implementation of the ‘dual-brand’ strategy, the TS Laiwu were implanted in the minds of the brand to ma