Guizhou Maotai Group International Management Strategy

After ten years’rapid development of Chinese Liquor whose leader is Moutai Group is facing domestic trouble and foreign invasion. A series of anti corruption action, for example,"no public money consumption" make Moutai lose previous stable consumption market. Plasticizer storm let Moutai Group’s share price plummeted. Besides, Brandy, Whisky and Vodka are all famous among the world, but the internationalization pace of Moutai which is one of four distilled liquor has been very slow, so that losing much international market.There are many reasons behind this, for instance, the internal reasons are the limited capacity of Moutai, production environment that can not be copied, the taste can not be suitable for international consumer. The external reasons are that the international market for the liquor culture acceptance is not high, the fierce competition of other liquor products etc.In this situation, Moutai Group seek international development, not only can solve the current domestic trouble and foreign invasion, but also win the long-term development and effective communication of the liquor culture.This paper tries to give suggestions for the internationalization of Guizhou Moutai group, Concrete analysis as follows:First of all, introduce the detail information of Moutai Group, especially the international operation in recent years. Secondly, value the level of Moutai Group’s internationalization using "internationalization cobweb model". Through comprehensive analysis, we can find out Moutai transnational business’s strengths and weaknesses, so as to correct the deviation in the development of internationalization. Third, we learn strengths, weaknesses, opportunities and threats of Moutai Group, and point out the necessity and feasibility of international business. Finally, through the above analysis,we can get Moutai internationalization path selection of overseas market and strategic choice. This paper argues that in the international business and strategic development of Moutai Group,"the internationalization strategy" should be selected. The research and development of Moutai wine is mainly in China, establish marketing functions in various countries, taking some flexible localization marketing strategy. The international target market mainly concentrated in East Asia, Southeast Asia and other Asian countries as well as countries such as USA with strong purchasing power, choose to enter markets on the small scale, collect market information, reduce the risk of large-scale enter. After good results in target countries, large-scale enter should be gradually pushed forward the other countries.This paper stands on a specific national enterprises rather than an industry perspective of its international development, which in previous research is rare, and the research on the whole process of development of the internationalization has the practical reference significance for Moutai Group.