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The Japanese beer industry : driven by innovation

conference contribution
posted on 06.12.2017, 00:00 by Roger March
The Japanese beer market is an oligopoly dominated by two major players, Asahi and Kirin, who account for 75 per cent of the domestic market. Despite their market dominance, a range of demographic and other factors such as stagnant domestic demand, rising health consciousness and a declining population undermine their prospects for sustained growth. In this climate, the major brewers have introduced a wave of innovative products in recent times. While the major global brewers have focused on their core competencies, Japan’s brewers have instead opted for diversification. This paper offers an overview of the Japanese beer market, with a focus on the innovative products developed, the main features of market competition among the Big Four brewers, and a summary of their strategic directions.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Parent Title

Australian and New Zealand Marketing Academy (ANZMAC) Conference 2011 : marketing in the age of consumerism: Jekyll or Hyde?, conference proceedings, 28-30 November 2011, Perth, Western Australia.

Start Page

26

End Page

31

Number of Pages

6

Start Date

01/01/2011

Finish Date

01/01/2011

ISBN-13

9780646563305

Location

Perth, Western Australia

Publisher

Edith Cowan University

Place of Publication

Perth, Western Australia

Peer Reviewed

Yes

Open Access

No

Era Eligible

Yes

Name of Conference

Australian & New Zealand Marketing Academy. Conference

Exports