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研究生:林頓
研究生(外文):Lyndon Sedres
論文名稱:The Marketing Strategy of SABMiller to become the Second Largest Brewer in the World and a Marketing Comparison of SABMiller and Taiwan Beer
論文名稱(外文):The Marketing Strategy of SABMiller to become the Second Largest Brewer in the World and a Marketing Comparison of SABMiller and Taiwan Beer
指導教授:蔡雅玲蔡雅玲引用關係
指導教授(外文):Ya Ling Tsai
學位類別:碩士
校院名稱:南台科技大學
系所名稱:商管專業學院
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:102
畢業學年度:101
語文別:英文
論文頁數:80
中文關鍵詞:SABMiller Marketing Strategy, Taiwan Beer Marketing StrategySABMiller Marketing Strategy, Taiwan Beer Marketing StrategySABMiller Marketing Strategy, Taiwan Beer Marketing Strategy
外文關鍵詞:SABMiller Marketing Strategy, Taiwan Beer Marketing StrategySABMiller Marketing Strategy, Taiwan Beer Marketing StrategySABMiller Marketing Strategy, Taiwan Beer Marketing Strategy
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A Marketing Strategy is one of the most important strategies in a business today. If businesses or enterprises do not have a marketing strategy, then they are inevitably not going to succeed or may even cease to exist in the near future.
In this paper, the main objective of this research is to identify the factors of how SABMiller became so successful in a relative short period of time. A comparison of Taiwan Beer’s Marketing Strategy will be done, owing to the fact that Taiwan Beer has lost some of its market share to Heineken.
A questionnaire was developed and distributed, as well as on the internet. Local and international students from Southern Taiwan University of Science and Technology and National Cheng Kung University were asked to complete the questionnaire.
A Marketing Strategy is one of the most important strategies in a business today. If businesses or enterprises do not have a marketing strategy, then they are inevitably not going to succeed or may even cease to exist in the near future.
In this paper, the main objective of this research is to identify the factors of how SABMiller became so successful in a relative short period of time. A comparison of Taiwan Beer’s Marketing Strategy will be done, owing to the fact that Taiwan Beer has lost some of its market share to Heineken.
A questionnaire was developed and distributed, as well as on the internet. Local and international students from Southern Taiwan University of Science and Technology and National Cheng Kung University were asked to complete the questionnaire.
ABSTRACT…………………………………………………………………………………I
ACKNOWLEDGEMENTS…………………………………………………………………II
TABLE OF CONTENTS…………………………………………………………………...III
LIST OF TABLES…………………………………………………………………………..V
LIST OF FIGURES………………………………………………………………………....V
LIST OF GRAPHS………………………………………………………………………….V
Chapter One – Introduction............................................................................................... 1
1.1 Motivation for the study................................................................................................... 3
1.2 Background for the research.............................................................................................5
1.3 Statement and the research objectives……………….…………………………………..5
1.4 Research Objectives………………...…………………………………………………...6
1.5 Research Methodology…………………………………………………………………..6
1.6 Scope of the research…………………………………………………………………….7
1.7 An overview of the research structure…………………………………………………..7
1.8 Structure of the research…………………………………………………………………9
Chapter Two – Related literature and theoretical focus………………………….……10
2.1 SABMiller says Heineken calls time on Amstel license ................................................11
2.2 SABMiller China Venture to Pay $851 Million for Brewery……...…………………..12
2.3 Brewers Go To War In ……………………………...…...………………………….....13
2.4 In Its Pursuit of Foster's, SABMiller Goes Hostile ……………………………………13
2.5 Graham Mackay of SABMiller: Profit chaser………………………………………….14
2.6 MillerCoors thinks globally, but gets 'intimate' locally ………………………………..15
2.7 Chug for growth …………………...……………………………………………..……16
2.8 Marketing Strategy …………………………………………………………………….17
2.9 Market Penetration and Acquisition Strategies for Emerging Economies ………….…18
2.10 Brand portfolios for emerging economy consumers ……………..…………….…….19
2.10.1 Global brand strategy ………………..………………………………………….….20
2.10.2 Local brand strategy ………………………………………………..……….…...…20
2.11 Joint Ventures, Partnerships, Strategic Alliances, and Licensing.…………..……..….22
2.11.1 Motivations for Business Alliances ……………………………………………...…22
2.11.2 Risk Sharing ………………………………………………………………………..22
2.11.3 Sharing Management Skills and Resources ……………………………….…….….23
2.11.4 Sharing Substantial Capital Outlays …………………………………………….….23
2.11.5 Securing Sources of Supply ………………………………………………………...24
2.11.6 The Growing Role of Business Alliances …………………………………….…….24
2.12 Analysis of Lenovo Globalization Strategy and Enlightenment to Chinese
Enterprises …………………………………………………………………………………25
2.12.1 Lenovo Globalization Development Process ………………………………………26
2.13 Citizenship Education under Discourses of Nationalism, Globalization, and Cosmopolitanism …………………………………………………………………………..26
2.13.1 Illustrations from China and the United States ……………………………………..26
2.14 The Art of the Possible – The Bullet or the Ballot Box. Defining Politics in the Emerging Global Order …………………………...……………………………………….27
2.15 Globalization Will Make Us All More Different……………………………………..27
2.16 Globalization 2.0……………………………..……………………………….………29
2.17 Two, or Perhaps Two and a Half Cheers for Globalization ………..………….……..29
2.18 Competing Perspectives in International Marketing Strategy: Contingency
and Process Models …………………..…………………………………………………...29
2.19 Management Control Systems and Joint Venture Performance:
A Contingent Approach to Parent’s Experience ……….………………..………………....30
2.20 Emotions and new venture judgment in China ……………………………………….32
2.21 The role of culture in the determination of a standardized or localized marketing
Strategy …………………………………………………………………………………….33
2.22 Malaysia’s National Automotive Policy and the Performance of Proton’s Foreign
and Local Vendors …………………………………………………………………………34
2.23 Trade Flows, Exchange Rate Uncertainty, and Financial Depth: Evidence
from 28 Emerging Countries …………………………………………….………………..36
2.24 Changing Names with Style: Mutual Fund Name Changes and Their Effects on
Fund Flows …………………………………………………………………………...……37
Conclusion of the Literature Review………………………………………………………38
Chapter Three – Methodology …………………………………….…...………………..42
3.1 Conceptual Framework ………………….…………………………………………….42
3.2 Construct Measurement …………………………………………….………………….43
3.3 Research Hypothesis …………………………………………………………………..43
3.4 The Statistical Method …………………………………………………………………44
Chapter Four – Research Design..................................................................................... 45
4.1 Interview with Mr. Wang…… ………………………….………………….…………..46
4.5 Educational Background …………………………………………...………………….48
4.6 Job Status ………………………………………………………………………………49
4.7 Nationality by Continent ………………………………………………………………50
4.8 Reliability ……………………..………………………………………….……………50
4.9 Linear Regression Model …………………………..………………………………….52
4.10 Hypotheses Result ……..……………………………………………………………..57
Chapter Five – Conclusions ………………………………………………….…………..58
5.1 Recommendations ………………………………………………………….………….59
References ……………………………………………………………………………...…61
Appendix…………………………………………………………………………………..70
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