Share This Article:

The Challenges Moutai Faces When Developing Its UK Market

Abstract Full-Text HTML XML Download Download as PDF (Size:2490KB) PP. 671-676
DOI: 10.4236/ajibm.2014.411072    4,692 Downloads   5,189 Views   Citations
Author(s)    Leave a comment

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.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

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.

References

[1] Kweichow Moutai Group (2014) Introduction to Group.
http://www.china-moutai.com/publish/portal0/tab276/
[2] Wang, Y. (2014) Moutai Market Price Fell 60%.
http://www.huaxia.com/tslj/flsj/cy/2014 /11/4138629.html
[3] Kuanglong (2012) The Alcohol Prohibition Comes Fast and Violent.
http://www.21food.cn/html/news/12/718980.htm
[4] Ng, D. (2012) Chinese Drinking Culture.
http://www.shanghaiexpat.com/article/chinese-drinking-culture-22349.html
[5] Merkin, R.S. (2006) Uncertainty Avoidance and Facework: A Test of the Hofstede Model. International Journal of Intercultural Relations, 30, 213-228. http://dx.doi.org/10.1016/j.ijintrel.2005.08.001
[6] Mistral, W., Velleman, R., Templeton, L. and Mastache, C. (2006) Local Action to Prevent Alcohol Problems: Is the UK Community Alcohol Prevention Programme the Best Solution? International Journal of Drug Policy, 17, 278-284. http://dx.doi.org/10.1016/j.drugpo.2006.03.006
[7] Partington, G. (2012) Alcohol Duties. http://www.politics.co.uk/reference/alcohol-duties
[8] Suqian (2013) How Chinese Liquor Go Abroad?
http://www.tbtguide.com/sxzpt/sqzpt/zdcpks/bj/mygkks/201311/t20131104_49228.html
[9] JY. Kweichow Moutai Cooperate with Winebieer to Explore in the Ecommerce.
http://news.ccidnet.com/art/1032/20130710/5057151_1.html
[10] (2014) Fun Stories between Chinese Central Leader and Moutai.
http://www.singpao.com/xw/ht/201401/t20140107_482594.html

  
comments powered by Disqus

Copyright © 2019 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.