International Expansion Strategy of Glaabsbraeu towards the Chinese Market (PDF)

Seminar paper from the year 2021 in the subject Business economics - Market research, grade: 1,7, University of Applied Sciences Aschaffenburg, language: English, abstract: In this short paper the internationalization strategy of a small German brewery towards the Chinese market is presented. First, the brewery and its products are introduced shortly. Afterwards, the target market is described. The discussion about the market entry mode follows and the marketing mix ends this report.

The chosen brewery is Glaabsbräu, founded in 1744 and located since in a small town in Hessen, Germany. Glaabsbräu recently went through a modernization process regarding its production, marketing, and products, which makes it a traditional but also a competitive and innovative brewery.

China as a target market was chosen because the task claimed not to thematizes a European country as European beer markets were discussed very detailed in the intensive prominence Erasmus+ program. Moreover, the European beer market is already saturated and aggressively competitive. Whilst the Chinese market, especially the alcohol-free beer and craft beer market is increasing. German products are highly valued in China and to drink foreign beers is considered as a status symbol and represents great taste.