The Development Strategy Research Of Tsingtao Beer Co., Ltd.

After China joined the WTO, the international trend to accelerate the transfer ofthe beer industry, multinational beer companies have stepped up to the Chinese beerindustry deeper penetration, which led to profound changes in China ’s beer industrybegan a new round. In this situation, China’s large beer group, much more than theyhave to face strong competition in the powerful multinationals, but also the face ofdomestic resources for industrial scale ranging from beer companies for their owngrowth and take the fierce market competition.Tsingtao beer co., LTD （after referred to as "Tsingtao Beer "), formerly knownas China ’s historic beer manufacturers. By the end of2012, the company has59domestic beer producers, located in more than20provinces, more than80countriesand regions in the marketing world, Tsingtao Brewery’s own brand value has leapt tothe top of China ’s beer industry, reaching63.168billion yuan, and successfully gaina foothold in the world’s top500brands.As China’s beer industry has a well-known international brands of largestate-owned enterprises, whether in the future Tsingtao beer industry fiercecompetition in the market, give full play to its own brand, accelerate the industryconsolidation and internationalization process, leading the Chinese beer industrypowerhouse powers made by the beer change, which is not only related to their ownhealth, sustainable development, with a long-term strategic significance, but also itsnegative for the economic revitalization of the nation, achieve national industrialdevelopment goals, the responsibility to accelerate industrial restructuring, veryworthy of attention and thinking.On the base of domestic and West theories in thestrategic management, the paper has studied the Qingdao Beer Group’s strategicenvironment and internal environment more deeply and systematically after anexhaustive study of the theoretical status,mainly through Michael, Porter’s FiveForces Analysis Model，PEST，SWOT matrix and matrix theory, and other relatedanalytical tools, by the way of two combinations of qualitation and quantization,example and contrast. In the analysis of the strategic environment, the general business enviromnent iselaborated. The status of beer industry, the industrial competitiveness and its trend arealso in-depth studied. To the analysis of the operating environment of the market, thepaper introduces the company target market conditions with the contrast between theenterprise and its major competitors for a more detailed fundamentals and strategicdimensions. What’s more, the future trend in the development of the market is forecast,and its external environment elements are evaluated. The analysis of its internalresources and capacity mainly includes organizational structure, managementstructure,human resources, financial operation, marketing, information managementsystems, corporate culture and core competitiveness of eight areas, then the internalelements are evaluated which lead to its own advantages and disadvantages clearlygrasped.In the process of the developmental strategy design, the match analysis amongthe strategic, the resources and ability is taken on firstly, and then the selection ofstrategic plans is carried on by the help of SWOT analysis tool. In the third place, thepaper has determined its overall strategy and competitive strategy. At last, thecorresponding strategy blue print is planned in order to further rationalize the businessdevelopment and provide a useful reference for the company.