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portada International Expansion Strategy of Glaabsbraeu towards the Chinese Market: A Small Brewery's Market Entry Strategy
Type
Physical Book
Author
Publisher
Language
English
Pages
26
Format
Paperback
Dimensions
21.0 x 14.8 x 0.2 cm
Weight
0.05 kg.
ISBN13
9783346382412
Categories

International Expansion Strategy of Glaabsbraeu towards the Chinese Market: A Small Brewery's Market Entry Strategy

Valentina Weiß (Author) · Grin Verlag · Paperback

International Expansion Strategy of Glaabsbraeu towards the Chinese Market: A Small Brewery's Market Entry Strategy - Weiß, Valentina

New Book Imported to South Africa
Delivery: 24 Aug - 07 Sep Shipping: 16 to 20 business days.
R 645
R 645

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Synopsis "International Expansion Strategy of Glaabsbraeu towards the Chinese Market: A Small Brewery's Market Entry Strategy"

Seminar paper from the year 2021 in the subject Business economics - Market research, grade: 1,7, University of Applied Sciences Aschaffenburg, language: English, abstract: In this short paper the internationalization strategy of a small German brewery towards the Chinese market is presented. First, the brewery and its products are introduced shortly. Afterwards, the target market is described. The discussion about the market entry mode follows and the marketing mix ends this report. The chosen brewery is Glaabsbräu, founded in 1744 and located since in a small town in Hessen, Germany. Glaabsbräu recently went through a modernization process regarding its production, marketing, and products, which makes it a traditional but also a competitive and innovative brewery. China as a target market was chosen because the task claimed not to thematizes a European country as European beer markets were discussed very detailed in the intensive prominence Erasmus+ program. Moreover, the European beer market is already saturated and aggressively competitive. Whilst the Chinese market, especially the alcohol-free beer and craft beer market is increasing. German products are highly valued in China and to drink foreign beers is considered as a status symbol and represents great taste.

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