The Challenges Moutai Faces When Developing Its UK Market ()
ABSTRACT
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.
Share and Cite:
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.