青岛啤酒资源能力分析 英文.docVIP

Appraising Tsingtao’s resources and capabilities Importance Tsingtao’s relative strength Comments RESOURCES R1.Raw materials 8 8 The malts used for making beer are imported from Canada and Australia, which are broadly known as the best places for growing barley. It ensures the unique taste of Tsingtao beer. R2.Brand 8 9 In 2013, the brand value of Tsingtao Brewery has reached 80.585 billion Yuan, which has constantly taken the first place in beer industry for ten years. R3.Technology 8 8 Tsingtao has unique brewing technology and strict brewing process. R4.Human resource 7 7 By?the end of?2014,?15?young wine makers went to?Germany for?six?months’ professional training after strict selection. R5.Patents 7 4 Tsingtao doesn’t have notable advantages over opponents. R6.Plant and equipment 6 7 Tsingtao imported original equipment from Germany and invests heavily in building cans production line. R7.Distribution 5 6 Tsingtao Brewery has more?than 60?beer?production?bases and has?basically?completed?the national?strategic?layout, which is greatly beneficial to their distribution coordination. R8.Location 5 6 Tsingtao Brewery has more?than 60?beer?production?bases and set up its first overseas factory in Thailand in 2011. R9.Logistics 4 5 By outsourcing part of logistics, Tsingtao obtains high speed of transporting and improves efficiency.. CAPABILITIES C1.Marketing 8 6 Uneven sales in the whole market. Shandong district accounts for 55% of total revenue. C2.Purchasing 7 8 Purchasing process is complete and has stable suppliers. C3.Quality 8 8 It has strict quality management of raw materials and has been improving the brewing process of beer. C4.Mass manufacturing 7 7 After more than 100 years of development, Tsingtao has maturing production system. C5.Financial control 6 9 Net profits are much higher than opponents and total assets rank the first. C6.Strategic management 6 8 Vision: Become an international company with a global brand. Numerous strategic mergers and acq