Case analysis of enterprise strategic management

Case analysis of enterprise strategic management

Introduction: Christina Beer successfully acquired a brewery in C City, a city with a population of 3 million in the west of China, which not only achieved an absolute monopoly of more than 95% market share in this city. The following is a case of enterprise strategic management that I brought to you, hoping to help you.

Christina Beer successfully acquired a brewery in C City, a city with a population of 3 million in the west of China, which not only achieved an absolute monopoly of more than 95% of the market share in this city, but also reached more than 60% of the market share in the province, becoming a veritable leader in the beer industry in this province.

There is a Jinbei beer company within 0/00 km of C City/KLOC-,which was also the boss of the whole province three years ago. Recently, however, due to poor management, Jinbei Beer was sold to an overseas company as a whole.

After being acquired, Jinbei Beer immediately spent nearly 100 million yuan on technical transformation, and invited experts from the world's fourth largest brewery to pay close attention to quality. But the new boss knows very well that the short board of Jinbei Beer Company is marketing. In order to win the market of C city in one fell swoop, Jinbei hired three marketing elites from foreign companies at all costs, recruited more than 20 college students with high salaries, and made great efforts in training.

The beer market in the province is characterized by strong seasonality, mainly in late spring and early summer, which lasts for more than half a year. A year's war is basically decided in April, May and June. As a fast-moving consumer goods, the distribution network of beer is relatively stable, mainly controlled by large first-class wholesalers. Jinbei Beer did not choose to attack head-on, but mainly relied on direct selling as a means of market guidance, and the sales team rushed to tens of thousands of retail terminals all over C city to grab food.

Jinbei Beer's offensive began in 1 month before the Spring Festival, and successfully launched the suspense advertisement and gifts that it will snow in June 65438+ 10/8 c city. Coverage and repeat purchase rate have greatly exceeded the expected target. However, the Golden Cup won the first place.

At the same time of victory, it also encountered internal management problems. The company put too much emphasis on sales and put aside the settlement process, financial system and monitoring mechanism. The sales team has become impetuous and arrogant, and even the top-down effect is not in vain. The company let some city managers do their own dealers, use the company's trucks and sell the company's goods on credit to make money in business and get the manager's salary. There is a headless account in the warehouse, and there is nothing to check. I don't even know where I went.

In the face of competition, Christina Beer is still full of confidence in the future while reviewing its failure. They think that if there is not enough production as a guarantee, the market share won by competitors in the off-season will definitely decline; Moreover, Christina's distribution channels have not been affected, and the retail point of Jinbei's strongman is only the penetration of ground positions.

Now, the peak season of beer sales, that is, the time to win, is coming. How do you think Christina beer should repel its competitors and consolidate its market leading position?

Question:

1. SWOT analysis was used to analyze the environment faced by Christina beer.

2. How to evaluate the competitive strategy of Jinbei beer?

3. What kind of strategy should Christina Beer adopt (corporate strategy, competitive strategy and functional strategy)?

A: 1, (1)S: the product market share is high (in the city: 95%; The whole province: 60%); Have certain production and processing capabilities;

(2)w: the sales force is not strong, the market is not subdivided, and the products have no characteristics;

(3)O: It has a high customer base and its products have a certain influence in the local area;

(4)T: Competitive pressure from Jinbei beer.

2. Marketing is the main weakness of Jinbei beer in the competition, and strengthening marketing is the key and core to improve its competitiveness. The main weakness of competition is quick success and instant benefit, lack of long-term and overall consideration, failure to focus on the characteristics of beer sales and neglect to establish stable sales channels.

3.( 1) At the strategic level, market penetration strategy should be adopted.

(2) At the level of competitive strategy, we should adopt differentiation strategy.

(3) On the functional strategy level, it is advisable to adopt the overall marketing strategy, develop crystal brands for different target markets, and strengthen the promotion activities of Jinbei. ;