Guangzhou San Miguel Brewery Company Limited——Successful Cross-Cultural Marketing Strategy

This essay includes three parts ?case introduction, case analysis, and appendix. Part one gives out a overall introduction of Guangzhou San Miguel Brewery Company Ltd(GSMB). As a multinational company, when entering into China beer market,GSMB was confronted with a big chanllegne of culture conflict . The social culture, consumer behavior, market status in China are all different from those of its mother company in Philippines. According to the local market, GSMB works out its specific marketing strategy to meet the consumer needs, and finally leads to the success in China market. Based on the information provided in Part one, using cross-culture theory , PART two mainly focus on the further analysis and discussion on GSMB. According the theory, Culture discrepancy exists in different country, different language, different market status, and sequentially influence consumer抯 behavior. A successful Marketer must understand the difference and adjust its marketing strategy to meet the consumer抯 needs. It is proved by GSMB with its successful marketing experience. They noticed the market difference, more important , they thereby develop China market based on its specific situation . Some Suggestion is given out at the end of this part to point out GSMB抯 marketing trend in the future. Part three gives more information about the background and objective on writing this essay, and explains who and how to use this case. Remarks and list of reference books can also be found in this part. Finally, The great support and instruction from Professor He Wei Jun and MBA center of Ji Nan University is highly appreciated.