青岛啤酒资源能力分析 英文.doc

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1、1.AppraisingTsingtao’sresourcesandcapabilitiesImportanceTsingtao’srelativestrengthCommentsRESOURCESR1.Rawmaterials88ThemaltsusedformakingbeerareimportedfromCanadaandAustralia,whicharebroadlyknownasthebestplacesforgrowingbarley.ItensurestheuniquetasteofTsingtaobeer.R2.Brand

2、89In2013,thebrandvalueofTsingtaoBreweryhasreached80.585billionYuan,whichhasconstantlytakenthefirstplaceinbeerindustryfortenyears.R3.Technology88Tsingtaohasuniquebrewingtechnologyandstrictbrewingprocess.R4.Humanresource77By theendof 2014, 15 youngwinemakerswentto Germanyfor

3、 six months’professionaltrainingafterstrictselection.R5.Patents74Tsingtaodoesn’thavenotableadvantagesoveropponents.R6.Plantandequipment67TsingtaoimportedoriginalequipmentfromGermanyandinvestsheavilyinbuildingcansproductionline.R7.Distribution56TsingtaoBreweryhasmore than60

4、 beer production basesandhas basically completed thenational strategic layout,whichisgreatlybeneficialtotheirdistributioncoordination.R8.Location56TsingtaoBreweryhasmore than60 beer production basesandsetupitsfirstoverseasfactoryinThailandin2011.R9.Logistics45Byoutsourcing

5、partoflogistics,Tsingtaoobtainshighspeedoftransportingandimprovesefficiency..CAPABILITIESC1.Marketing86Unevensalesinthewholemarket.Shandongdistrictaccountsfor55%oftotalrevenue.C2.Purchasing78Purchasingprocessiscompleteandhasstablesuppliers.C3.Quality88Ithasstrictqualityman

6、agementofrawmaterialsandhasbeenimprovingthebrewingprocessofbeer.C4.Massmanufacturing77Aftermorethan100yearsofdevelopment,Tsingtaohasmaturingproductionsystem.C5.Financialcontrol69Netprofitsaremuchhigherthanopponentsandtotalassetsrankthefirst.C6.Strategicmanagement68Vision:B

7、ecomeaninternationalcompanywithaglobalbrand.NumerousstrategicmergersandacquisitionshavefurtherstrengtheneditsleadershipintheChinesemarket.C7.Productresearchanddevelopment64TsingtaohaslostsomemarketshareduetotheemergenceofHealthBeerdevelopedbyotherbrewery.C8.R&D58Spent0.07%

8、ofitsrevenueonR&Din2014.C9.Governmentrelations47TsingtaoBreweryexportstomorethan85countri