SAPPORO SAPPORO PREMIUM BEER SAPPORO PREMIUM BEER SAPPORO PREMIUM BEER ----------- SAPPORO PREMIUM BEEI -------- Assignment 2: Individual Report on Brand Nguyen Tuan Thang MKT10007-Fundamentals of Marketing 10/24/21 Nguyen Tuan Thang - SEH191089 | MKT10007 Fundamentals of Marketing| 10/24/2021
Introduction Sapporo is a long-standing beer brand in Japan and this report will learn about some aspects of this brand such as Sapporo's history, market analysis in Vietnam market, products, environmental factors macro and micro markets, ideal customers and goals. Summary of the brand 1. History: · Sapporo Holdings Limited is the company that owns the beer brand with a long history in Japan (Sapporo) was first established in 1876 by Seibei Nakagawa - believed to be the first person in Japan to be created by a German. beer production. With such a long history, Sapporo now has 6 breweries in Japan, followed by Canada, the US, and finally Vietnam. The first factory located in Vietnam is located in Long An province in 2010, officially making Vietnam the third country after the US and Canada selected by Sapporo to build the factory. According to a report of Sapporo Holdings (2012) at the time, the factory was deployed and invested 75 million USD, operating on an area of 6.5 hectares and reaching a production capacity of 150 million liters per year, of which Vietnam accounted for 1/4 of the rest from Japan. In December 2009 Sapporo bought 65% shares of Kronenbourg Vietnam Co., Ltd. and changed its name to Sapporo Vietnam Co., Ltd., then they deposited the remaining 35%, in 2011 Sapporo increased its shares to 71% and completed into control. The company approved the acquisition of 100% of the company's shares in 2015 with the aim of having this factory to manufacture products for the Vietnamese, Australian and Southeast Asian markets. making Sapporo the first Japanese beer producer and marketer in Southeast Asia. 2. Market Size: · With a long history of brewing Sapporo beer leads the domestic market (Japan) and has beaten industry competitors such as Kirin, Asahi, Suntory, ... according to Sapporo Holdings (2021) 434.7 billion yen ( $3,830,799,835) is the total revenue that Sapporo Holdings Ltd has in 2020 which is lower than the 491.8 billion yen in 2019
(4,333,994,385) due to the negative impact of the COVID-19 outbreak, which seriously affected it. to trade and restaurant business (which is the source of beer consumption of enterprises). 285.4 billion yen ($2,515,091,495) in 2020 and 330.2 billion yen ($2,909.892,122) in 2019 are the revenue numbers that Sapporo has in the Alcoholic Beverages section. Alcoholic beverages change year to year by the amount of 44.8 billion yen (13.6%). Starting in 2020, Sapporo's business and revenue have suffered a severe decline in Vietnam due to the laws on alcohol penalties and the pandemic. Not stopping there, Sapporo Holdings wants by the end of 2020 their total revenue must be 468.2 billion yen ($4,126,019,054) and achieve 310.9 billion yen ($2,739,810,602) from revenue. from alcoholic beverages. 3. Marketing mixes: a. Product: For those