Spender, etc.).At present, as a Budweiser competitor, Huarun and Tsingtao beer accounting for 24% and 18.6% of Chinese beer market share. Budweiser's market share in China is expected to reach 22% through improving marketing strategies and enhancing sales over the next six years.
3. Environment analysis
3.1 External analysis
3.1.1 PEST analysis 3.1.1.1 Political
As the main force of brewing industry, China beer industry with a technology-intensive feature and high capital intensity feature. It has a certain stimulus for national economy, so Chinese beer industry policies are encouraged and proper development.
Taxation：In China, under the premise of maintain run the Ad valorem levy method（ 25% of ex-factory price and 15% consumption tax ）and taxed on a special basis to white spirit （0.5 yuan per catty）.
Local protectionism: Chinese governments try to consolidate and regulate market competition order by using the power of macroeconomic policy many times. But the local protectionism has a certain inertia, the people who are already get the interest are worry about losing it, so they try their best to protect this kind of inertia, it is what we called “ Whatever government release any policy and we will come up with corresponding means to deal with it.” And that made a special characteristic in beer market. 3.1.1.2 economy
GDP and consumption growth: the growth of consumption can improve beer consumption. Per capita beer consumption of China is 35.14 liters, but it has a big distance from Europe and America’s average, it also lower than other emerging market countries. The large population of China and the lower per capita beer consumption provides a huge room to improve beer
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consumption. Moreover, per capita GDP growth and per capita beer consumption has increased significantly positively related to per capita income growth speed of 10% per capita beer consumption will increase by nearly 1.5 liters.
Regional economic advantages: the main producing areas are in the eastern coastal areas. They have regional advantages to advance the growth ob beer consumption.
The cost of raw material is increasing: The demand of barley in China beer industry is increasing year by year, after the activities like mergers and acquisitions, expansion, China beer industry has maintain rapid development for many years and became the biggest beer and barley importing country in the world. Nowadays, China beer industry still develop rapidly, but as a country which is has a big demand of barley, China is not a traditional barley producing countries, so the high demand of barley lead to the high cost of beer producing. 3.1.1.3 Society
As a kind of fast moving consumer goods, the annual consumption of beer is obviously has relationship with the changes in the population structure of the state, In China, the beer consumption of young is more than the aged and the beer consumption in urban population is more than rural Residents. In China, we have the aging population trend, and because of average life expectancy, this trend can not be changed in a long period of time and may weaken the spending power of beer
market.
The population shift from rural to urban areas was became a trend in China and it can not be changed: the migrant workers (in Chinese, nongmingong, literally, peasant/farmer-workers)
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in the major cities is 60% of the migrant workers in China. The top 4 cities are Shenzhen, Shanghai, Beijing and Guangzhou, the other cities. With the urbanization trends gradually advance and in-depth process of industrialization, the urbanization in China can not be changed, the changes in resident status can improve the beer consumption capacity. 3.1.1.4 Technology
Production Technology Development: The new plastic packaging of beer has many advantages like light, safety and environmental protection because of the development of beer production technology and it reduce the transportation costs, it is good for us to stimulating the rural market demand. From the industry point of view life cycle theory, technological innovation can make the industry grow by leaps and bounds. That means the new products take place of the old one can avoid towards recession and direct toward new growth phase. Information Technology: A company must use shorter reaction time to Coordinate and control the works. Combine marketing management, computer technology, network technology and data processing technology, set up a information management system what is including sales, purchase, reserve, financial management and control was became an important feature of modern beer company. Nowadays The rapid development of the internet to achieve the two-way transfer of information has provided technical support to the information communication point of becoming a reality, and provides a wealth of research tools for business. Manufacturers can understand customer’s needs or preferences by internet to achieve the ultimate goal of marketing - to meet customer needs.
3.2 Competitor analysis
The main competitors of Budweiser are Huaruixuehua, Qingdao and Yanjing beer, these brands accounted for 80% of the middle-end and low-end market, so Budweiser is point at the 20% of the high-end market.
1. Huaruixuehua’s sales was up to 1184.4 million liters last year, it was increased by 1% from 2013 and market share was 24%. Budweiser has 70 factories in China and capacity was over 14 million tons / year. The advantages areas of it are Liaoning, Anhui, Sichuan, Zhejiang an
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Hubei.
2. Qingdao beer’s market share was up to 18.6%, Qingdao also develop high-end products market actively and keep the maintain a leading position in the high-end domestic market, Qingdao present a total of 58 wineries, a total of more than 8 million tons of production capacity, the advantages of the region in Shandong, Shaanxi and Guangdong. 3. Yanjing Beer 2014 revenues of HK $ 15.15 billion, equivalent to 12.105 billion yuan, down 11.96 percent; sales of 532 million liters of beer, down 6.87%. Market share is shrinking 4. Carlsberg was founded in 1847 and headquartered in Copenhagen, Denmrk, the world's fourth largest beer group, in 2014, Carlsberg's sales in China grew by 4 percent, lower than the beer industry average increase of 4.6%
3.3 Internal analysis
3.3.1 Market segmentation Gender
According to the survey, data shows that the proportion of men drinking beer was 80.77%, the proportion of women is 19.23%. Overall the proportion of male is more than female.
Income
According to the survey, 3001~4000 months of household income (35.4%) of the total
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