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

Aaker, D.A. and Joachimthaler, E. The Lure of Global Branding, Harvard Business Review 137e144 (November December 1999).
Abdul R., A. A. Nurturing of Bumiputera SMIs through PROTON’s vendor scheme: a case of tracoma, in: H. Fujio (Ed.) The Development of Bumiputera Enterprizes and Sino-Malay Economic Cooperation in Malaysia, pp. 19–39 (Tokyo: Institute of Developing Economies). (1994)
Aghion, P., Bacchetta, P. Ranciere, R. and Rogoff, K.. Exchange rate volatility and productivity growth: The role of financial development. Journal of Monetary Economics 56:494-513 (2009)
Ahlstrom, D., Bruton, G., & Yeh, K. S. . Private firms in China: Building legitimacy in an emerging economy. Journal of World Business, 43: 385–399. (2008)
Anazawa, M. . Technology transfer in the automobile industry in Malaysia: PROTON and vendors, Economic Review, 47(4), pp. 119–154. (1997)
Apple, M. W.. Between neoliberalism and neoconservatism: Education and conservativism in a global context. In N. C. Burbules & C. A. Torres (Eds.), Globalization and education: Critical perspectives (pp. 57–77). New York, NY: Routledge (2000)
Ashton-James, C. E., & Ashkanasy, N. M. . Affective events theory: A strategic perspective. In W. J. Zerbe, C. E. J. Hartel & N. M. Ashkanasy (Eds.). Research on emotion in organizations, 4: Emotions, ethics, and decision-making: 1–34. Oxford: Elsevier. (2008)
Bagozzi, R. P., Dholakia, U. M., & Basuroy, S. . How effortful decisions get enacted: The motivating role of decision processes, desires, and anticipated emotions. Journal of Behavior Decision Making, 16: 273–295. (2003)
Bamford, J., D. Ernst and D. Fubini. Launching a World-Class Joint Venture. Harvard Business Review, vol. 82 (2). (2004)
Barkoulas, J. T., Baum, C.F. and Caglayan, M.. Exchange rate effects on the volume and variability of trade flows. Journal of International Money and Finance 21:481-96. (2002)
Barney, J. B. . The resource-based theory of the firm. Organization Science, 7(5), 469 (1996)
Barringer, B. and Harrison.J., Walking a tightrope: creating value through interorganizational relationships Journal of Management 2000 pp. 367-403 (2000)
Bernstein, W. A Splendid Exchange: How Trade Shaped the World (New York: Atlantic Monthly Press, 2008).
Birkinshaw, J.M., A. Morrison, and J. Hulland , "Structural and Competitive Determinants of a Global Integration Strategy," Strategic Management Journal, 16 (8), 637-55. (1995)
Bonifield, C., & Cole, C. . Affective responses to service failure: Anger, regret, and retaliatory versus conciliatory responses. Marketing Letters, 18: 85–99. (2007)
Booz-Allen, and Hamilton, A practical guide to alliances: Leapfrogging the learning curve : a perspective for U.S. companies : viewpoint (1993)
Bosma, N., & Harding, R. . Global entrepreneurship monitor: Summary results. Wellesley: Babson College. (2006)
Bromley, P. . Cosmopolitanism in civic education: Exploring cross-national trends,
1970−2008. Current Issues in Comparative Education, 12(1), 33–44. Retrieved August 14, 2011, from http://www.tc.columbia.edu/cice/Issues/12.01/12_01_Bromley.html (2009)
Buckley, P. and Casson. An Economic Model of International Joint Venture Strategy. Journal of International Business Studies, Special Issue, pp 849-876. (1996)
Burbules, N. C., & Torres, C. A. (Eds.). Globalization and education: Critical perspectives. New York, NY: Routledge. (2000)
Caglayan, M,. and Di, J. . Does real exchange rate volatility affect sectoral trade flows? Southern Economic Journal.77 313-335. (2010)
Camicia, S. P., & Franklin, B.. Curriculum reform in a globalised world: The discourses of cosmopolitanism and community. London Review of Education, 8(2), 93–104. doi:10.1080/14748460.2010.487327 (2010)
Capella, J. R. Globalization, a fading citizenship. In N. C. Burbules & C. A. Torres (Eds.), Globalization and education: Critical perspectives (pp. 227–251). New York, NY:Routledge. (2000)
Carney. A management capacity constraint? Obstacles to the development of the overseas Chinese family business. Asia Pacific Journal of Management, 15: 137–162. (1998)
Cateora, P.R. & Graham, J.L. . International marketing. 13th Edition. New York: Mcgraw-Hill. (2007)
Cavusgil, S.T., and Zou, S. Marketing strategy-performance relationship: an investigation of the empirical link in export market ventures, (1994)
Child, J. and Y. Yan. Predicting the Performance of International Joint Ventures: An Investigation in China. Journal of Management Studies, vol 40 (2), 283-321. (2003)
Christensen, C. M., & Raynor, M. E. . The innovators solution: Creating and sustaining successful growth. Boston: Harvard Business School Press. (2003)
Chua, R., Ingram, P., & Morris, M. . From the head and the heart: Locating cognition- and affect based trust in managers’ professional networks. Academy of Management Journal, 51: 436–452. (2008)
Clore, G. L., Gasper, K., & Garvin, E. . Affect as information. In J. Forgas (Ed.). Affect and social cognition. New Jersey: LEA. (2001)
Cooper, R. When Lean Enterprises Collide: Competing Through Confrontation, Boston: Harvard Business School Press. (1995).
Coward, M. . ‘International Relations in the Post-globalization Era’, Politics 26(1): 54–61. (2006)
Cox Jr., T., & Blake, S. . Managing cultural diversity: implications for organizational competitiveness. Academy of Management Executive, 5 (3), 45-56. (1991)
Curry, J.E.. International marketing: Approaching and penetrating the international marketplace. California: World Trade Press. (1999)
Cushman, D. O. . Has exchange rate risk depressed international trade? The impact of third-country exchange risk. Journal of International Money and Finance 5:361-79. (1986)
Dawar, N. and Chattopadhay,A. Rethinking Marketing Programs for Emerging Markets, Long Range Planning 35, 457e474 (2002).
DePamphilis, D. M., Mergers, Acquisitions and other Restructuring Activities, Fifth Edition. 543 (2010)
De Grauwe, P. . Exchange rate variability and the slowdown in the growth of international trade. IMF Staff Papers 35:781-98. (1988)
Desai, M., Foley and Hines Venture Out Alone. Harvard Business Review, vol. 82 (3). (2004).
Doh, J.P and Ramamurti , R., Reassessing Risk in Developing Country Infrastructure, Long Range Planning 36, 337e353 (2003).
Doole, I., Lowe, R. & Phillips, C. . International marketing strategy: Analysis, development and implementation. China: Routledge. (1994)
Dunn, J., & Schweitzer, M. . Feeling and believing: The influence of emotion on trust. Journal of Personality and Social Psychology, 88: 736–748. (2005)
Ellis, C., Building trust in international alliances, (1996)
Ethier, W. . International trade and the forward exchange market. American Economic Review 63:494-503. (1973)
Franke, G. 1991. Exchange rate volatility and international trading strategy. Journal of International Money and Finance 10:292-307. (1991)
Friedman, L. The World Is Flat: A Brief History of the Twenty- First Century (New York: Farrar, Straus and Ciroux, 2005).
Galbraith, J. Designing Complex Organizations, Reading, MA, Addison- Wesley. (1973)
Gary, L. “A Growing Reliance on Alliance”, Harvard Management Update, April, vol. 9, No 4, pp 3-5. (2004)
Gole, N.,Tongdong, B., Li, X.E., Kissinger, H., Hua, Y. Volume29, No.1, Winter (2012)
Guerci, M. . La gestione delle risorse umane per la sostenibilità dell’impresa. Milano: Franco Angeli. (2011)
Hofstede, G. . Culture’s consequences: International differences in work-related values. Beverly Hills CA: Sage Publications. (1980)
Hymer, S.H.. A Study of Direct Foreign Investment, MIT Press, Cambridge, MA. (1976)
International Monetary Fund (IMF). . World Economic Outlook. Washington, DC: IMF. (2009)
Johansson, J.K. and Yip, G.S.: Exploiting globalization potential: US and Japanese strategies (1994)
Kahneman, D., & Tversky, A. . Prospect theory: An analysis of decisions under risk. Econometrica, 47: 263–291. (1979)
Kalmbach and Roussel, An overview of strategic alliances, (1999)
Kamminga, P., and J. Van der Meer-Kooistra. Parents’ Contribution and Management Control of Joint Ventures. European Management Journal, vol 24 (2-3), 226-235. (2006)
Khanna, T., Palepu, K.G and Sinha, J. Strategies that Fit Emerging Markets, Harvard Business Review 83e89 (MayeJune 2005).
Kim, W.C., & Mauborgne, R. . Blue ocean strategy. Boston (MA): Harvard Business School Press(2005)
Klein, P.G., The Make-or-Buy Decisions: Lessons from Empirical Studies, (2004)
Knight, F. . Risk, uncertainty and profit. New York: Kelley. (1921)
Kock, C.J and Guille´n, M.F. Strategy and Structure in Developing Countries: Business Groups as an Evolutionary Response to Opportunities for Unrelated Diversification, Industrial and Corporate Change 10, 77e113 (2000).
Kogut, B. . Joint Ventures: Theoretical and Empirical Perspectives. Strategic
Management Journal, vol. 9, 319-332. (1988)
Kostova, T. and S. Zaheer. “Organizational legitimacy under conditions of complexity: The case of the multinational enterprise”. Academy of Management Review, 24: 64–81. (1999)
Kotabe, M. and Omura, G.S.,: Sourcing strategies of European and Japanese multinationals: a comparison, (1989)
Kotler, Philip, Armstrong Gary, Saunders , Wong . Principles of Marketing: Second European Edition. London: Prentice Hall. (1999)
Law, W. W. Globalization and citizenship education in Hong Kong and Taiwan.
Comparative Education Review, 48(3), 253–273. (2004)
London, T. and Hart, S.L. Reinventing strategies for emerging markets: beyond the transnational model, Journal of International Business Studies 35, 350e370 (2004).
Lonier, Terri.. Smart strategies for growing your business. New York: John Wiley and Sons Inc. (1999)
Lu, J. and P. Beamish. Partnering strategies and performance of SMEs' international joint ventures. Journal of Business Venturing, Vol. 21 (4), p461- 486. (2006)
Lu, J., and L. Hebert. Equity Control and the Survival of International Joint Ventures: A Contingency Approach”. Journal of Business Research, vol 58, 736- 745. (2005)
Lu, J., and L. Hebert. Equity Control and the Survival of International Joint Ventures: A Contingency Approach. Journal of Business Research, vol 58, 736- 745. (2005)
Marjit,S., Mukherjee, A., and Kabiraj. Future technology, incomplete information and international joint venture. Research in Economics, Vol. 58 (3), p219-234. (2004)
Meyanathan, S. D. & Ismail, M. S. . Malaysia, in: S. D. Meyanathan (Ed.) Industrial Structures and the Development of Small and Medium Enterprise Linkages: Examples from East Asia, pp. 23–66 (Washington, DC: World Bank). (1994)
Michael Porter, Harvard Business Review Nov-Dec (1996).
MITI (The Ministry of International Trade and Industry) The Ministry of International Trade and Industry Report 1994 (Kuala Lumpur: The Ministry of International Trade and Industry). (1994)
Mohd S. A. B. . Peranan system vendor dalam pembangunan industri kecil dan sederhana Bumiputera (The role of vendor system in the development of Bumiputera’s small and medium industries). Paper presented at Bengkel Kebangsaan Penglibatan Bumiputera dalam Industri Kecil dan Sederhana (National Workshop on Bumiputera’s Involvement in Small and Medium Industries), Kuala Lumpur, September. (1995)
Mullins, J. W., & Forlani, D. . Missing the boat or sinking the boat: A study of new venture decision making. Journal of Business Venturing, 20: 47–69. (2005)
Myers, J. P.. Rethinking the social studies curriculum in the context of globalization: Education for global citizenship in the U.S. Theory and Research in Social Education, 34(3), 370–394. (2006)
Nguyen, M.T.T : An investigation into conspicuous consumption in a transitional economy: A study of emerging urban consumers in Vietnam, unpublished PhD Thesis, Department of Marketing, National University of Singapore (2003).
Parker, W. C. . Diversity, globalization, and democratic education: Curriculum
possibilities. In J. A. Banks (Ed.), Diversity and citizenship education: Global perspectives (pp. 433–458). San Francisco, CA: Jossey-Bass. (2004)
Peree, E., and Steinherr, A.. Exchange rate uncertainty and foreign trade. European Economic Review 33:1241-64. (1989)
Porter, M.E. . Competitive advantage. New York: The Free Press. (1985)
possibilities. In J. A. Banks (Ed.), Diversity and citizenship education: Global perspectives (pp. 433–458). San Francisco, CA: Jossey-Bass. (2004)
Prahalad, C.K., The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits, Prentice Hall (2004).
Proctor, Tony. Strategic Marketing: An Introduction. London: Routledge. (2000)
PVA (Proton Vendor Association) Proton Vendor’s Directory (Shah Alam: Proton Vendor Association). (2005)
Quelch, J.A., Global Brands: Taking Stock, Business Strategy Review 10, 1e14.(2009)
Ricardo, C. J., and Krishnamurthy, A.. Inflation targeting and sudden stops. In The inflation-targeting debate, edited by Ben S. Bernanke and Michael Woodford. Chicago, IL: University of Chicago Press, pp. 423- 46. (2004)
Ritzer, G. (Ed.). The Blackwell companion to globalization. Malden, MA: Blackwell Publishing (2007)
Robinson, D.T., Valuation waves and merger activity: The empirical evidence, (2002)
Robson, M., L. Leonidou and C. Katsikeas. Factors influencing international
joint venture performance: Theoretical perspectives, assessment, and future directions Management International Review, pp. 385-418. (2002)
Robson, M.; Spyropoulou, S; Al-Khalifa, A. Anxiety of dependency in international joint ventures? An empirical study of drivers and consequences of relationship insecurity. Industrial Marketing Management, Vol. 35 (5) p556-566. (2006)
Samiee, S. and Roth, K.: The influence of global marketing standardization on performance (1992)
Segil, L,. Alliances for the 21st Century, Executive Excellence, vol. 16, No 10, October, pp 19. (1999)
Segil, L.. Partnering: Metrics Matter. Financial Executive. December, 30-35. (2004)
Sercu, P., and Vanhulle, C. . Exchange rate volatility, international trade, and the value of exporting firm. Journal of Banking and Finance 16:152—82. (1992)
Shah, J., & Higgins, E. T. . Expectancy value effects: Regulatory focus as determinant of magnitude and direction. Journal of Personality and Social Psychology, 73: 447–458. (1997)
Shane, S., & Venkataraman, S. . The promise of entrepreneurship as a field of research. Academy of Management Review, 25: 217–226. (2000)
Sherman, S. “Are Strategic Alliances Working?” Fortune, September 21, 77-78. (1992)
Smith, D. G. . Curriculum and teaching face globalization. In W. F. Pinar (Ed.),
International handbook of curriculum research (pp. 35–51). Mahwah, NJ: Lawrence
Erlbaum Associates, Inc. (2003)
Stinchcombe, A. and J. March, Editor (1965). Handbook of Organizations. Rand
McNally, Chicago. (1965)
Strategy. Journal of International Business Studies, Special Issue, pp 849-876. (1996)
Subhash, C Jain,. Marketing Planning and Strategy. 6th edition South Western Publisher. (1999)
SUN J. Analysis of Lenovo Globalization Strategy and Enlightenment to Chinese Enterprises. Science, 8 (2), 86-89. (2012)
Sun, J. Analysis of Lenovo Globalization Strategy and Enlightenment to Chinese Enterprises. (2012).
Svenson, O. . Values, affect, and processes in human decision making: A differentiation and consolidation theory perspective. In S. L. Schneider & J. Shanteau (Eds.). Emerging perspectives on judgment and decision research: 287–326. Cambridge: Cambridge University Press. (2003)
Twenge, J.M. . A review of the empirical evidence on generational differences in work attitudes. Journal of Business and Psychology, 25, 201-210. (2010)
Uhlenbruck, K, Meyer, K. E and Hitt, M., Organizational transformation in transition economies: Resource-based and organizational learning perspectives, Journal of Management Studies 40, 257e282 (2003).
United Nations Conference on Trade and Development (UNCTAD). Trade and development report. Geneva: UNCTAD. (2005)
United Nations Conference on Trade and Development (UNCTAD). Trade and development report. Geneva: UNCTAD. (2007)
Viaene, J.M., and De Vries, C.G. . International trade and exchange rate volatility. European Economic Review 36:1311-21. (1992)
Wasserman, C.M., Joint Ventures, Partnerships, Strategic Alliances and Licensing (2003)
Wernerfelt, B. . A resource-based view of the firm. Strategic Management Journal, 5, 171-180. (1984)
Zaheer, S.. Overcoming the liability of foreignness. Academy of Management Journal, 38: 341–363. (1995)
Company Materials
Cable, J., SABMiller says Heineken terminates Amstel licence, Reuters, March 13, 2007
Charles, K., Chug For Growth, Foreign Policy; Jul/Aug2011, Issue 187, p25-26
McLannahan, B., Graham Mackay of SABMiller: Profit chaser. Institutional Investor (International edition); July/August 2006, Vol. 31 Issue 6, p16-17, 2p
Reid, A. ,SABMiller’s Castle Lager Becomes Lead Sponsor of South African Rugby Team. Bloomberg.com, May 11, 2011.
Schultz, E. J. ,MillerCoors thinks globally, but gets 'intimate' locally. Advertising Age; 10/4/2010, Vol. 81 Issue 35, p1-19, 2p,
Vinicy Chan, Clementine Fletcher & Fox Hu., SABMiller China Venture to Pay $851 Million for Brewery, Feb 6, 2013
Werdigier, J., In Its Pursuit of Foster's, SABMiller Goes Hostile. New York Times; 8/18/2011, p3, 0p
http://www.engineeringnews.co.za/print-version/aids-to-hit-sa-brewer-2002-04-12
http://www.reuters.com/article/2010/02/08/beer-idUSLDE61723K20100208
http://www.reuters.com/finance/stocks/companyProfile?symbol=SAB.L