American Journal of Industrial and Business Management

Volume 4, Issue 11 (November 2014)

ISSN Print: 2164-5167   ISSN Online: 2164-5175

Google-based Impact Factor: 1.20  Citations  h5-index & Ranking

The Challenges Moutai Faces When Developing Its UK Market

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DOI: 10.4236/ajibm.2014.411072    6,093 Downloads   7,424 Views  Citations


As Chinese government has been started a movement that encourages consumers to save more and fight against waste, the sales of Chinese spirits have dropped off in domestic markets. In order to increase sales and brand equity in the world alcohol industry, the Chinese spirits suppliers have to explore new markets and find opportunities in the US and Europe. Some famous liquor’s brands, such as Moutai, have already put more emphasis on overseas markets than before and aim to outsource more products to increase the market share. Therefore, this paper aims to find barriers for Moutai to enter into the UK market, identify its target customers, find strategic solutions to penetrate into the UK market and achieve its market goals.

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Li, F. (2014) The Challenges Moutai Faces When Developing Its UK Market. American Journal of Industrial and Business Management, 4, 671-676. doi: 10.4236/ajibm.2014.411072.

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