Asahi Breweries Ltd

Euromonitor International's company profile, Asahi Breweries Ltd offers detailed strategic analysis of the company's business, examining its performance in the beer market. The report examines company shares by region and sector, brand portfolio and new product developments, market and distribution strategies, challenges from the competition and future prospects. Use it to understand opportunities and threats facing the business and the factors driving success .

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Table of contents

1. INTRODUCTION

1.1 KEY FACTS

Summary 1 Asahi Breweries Ltd: Key Facts

2. CORPORATE OVERVIEW

2.1 FINANCIAL PERFORMANCE

Table 1 Asahi Breweries Ltd: Financial Summary 2000-2004

2.2 GEOGRAPHIC COVERAGE

2.3 BUSINESS FOCUS

Alcoholic beverages

Soft drinks

Food and Pharmaceuticals

Others

Table 2 Asahi Breweries Ltd: Sales by Division 2001-2004

Table 3 Asahi Breweries Ltd: Operating Profit by Division 2000-2004

Chart 1 Asahi Breweries Ltd: % Sales by Division 2004

3. STRATEGIC OVERVIEW

3.1 OPERATIONAL STRATEGIES

Internal operations

External operations

Summary 2 Asahi Breweries Ltd: Business Agreements 2004

3.2 MARKET DEVELOPMENT

Table 4 Asahi Breweries Ltd: World Sales Performance of Company's Major Markets

4. BEER BUSINESS

4.1 BEER BUSINESS DEVELOPMENT

Asahi number one beer company in Japan

Alliances broaden Asahi's portfolio

Asahi targets the Chinese market; invests in South Korea

Asahi enters "third beer category" at home; signs licensing agreement in the UK

Asahi launches new "third beer category" label; unveils new advertising campaign in the UK

5. PERFORMANCE IN BEER

5.1 COMPETITIVE CONTEXT

Emerging stars, Tsingtao and BBH, overtake Asahi in global top 10

Asahi number two regional beer player; domestic leader ahead of Kirin

Asahi top 25 player in premium lager in the US, Russia and Australasia

5.2 COMPANY WORLD MARKET SHARES

Asahi rises to number 10

Downbeat outlook for Asahi; international expansion crucial for growth

Table 5 Asahi Breweries Ltd: World Shares & Rankings in Beer by Sector 2000-2004

5.3 COMPANY SHARES BY REGION AND SECTOR

Japanese woes hit Asahi's regional profile in beer

Asahi leader in Japanese beer but on the decline in dark beer and stout

Asahi top 20 player in US and Russian premium lager; UK profile on the up

Table 6 Asahi Breweries Ltd: Regional Shares in Beer by Sector 2004

5.4 MARKETING STRATEGIES

Marketing platform established as part of Medium Term Strategy Plan 2004-2006

Sports and arts sponsorship integral part of Asahi's marketing strategy

Asahi enters the film world in 2004

Premium-focused marketing in Thailand; new advertising campaign launched in the UK

5.5 DISTRIBUTION STRATEGIES

Heavy focus on beer freshness

Efficiency drive in operations and logistics

6. BEER BRAND ASSESSMENT

6.1 BRAND PORTFOLIO

Asahi Super Dry flagship beer brand at Asahi

Asahi hits "third beer category" with Shin-Nama and Gubinama

Happoshu beer key focus for Asahi

Point One key launch in non-/low-alcohol beer for Asahi

6.2 NEW PRODUCT DEVELOPMENT

Asahi enters happoshu beer with Asahi Honnama

Dry Cooler range expanded

Asahi enters "third beer category" with Shin-Nama

Packaging development

6.3 CORE BRANDS

Asahi Honnama

Table 7 Asahi Breweries Ltd: Asahi Honnama World Shares & Rankings in Beer by Sector 2000-2004

Table 8 Asahi Breweries Ltd: Asahi Honnama Regional Shares in Beer by Sector 2004

Asahi Super Dry

Table 9 Asahi Breweries Ltd: Asahi Super Dry World Shares & Rankings in Beer by Sector 2000-2004

Table 10 Asahi Breweries Ltd: Asahi Super Dry Regional Shares in Beer by Sector 2004

7. PERFORMANCE IN FABS

7.1 FABS BUSINESS DEVELOPMENT

Asahi invests in flagship FAB brands Cocktail Partner and Shunka Shibori

7.2 COMPETITIVE CONTEXT

Takara key rival for Asahi in global and domestic FABs

New launches should maintain Asahi's top three position

7.3 COMPANY WORLD MARKET SHARES

Asahi top 10 global FABs player; Asahi Cocktail Partner top 20 brand

Asahi number eight player in global spirits-based FABs

Table 11 Asahi Breweries Ltd: World Shares & Rankings in FABs by Sector 2000-2004

7.4 COMPANY SHARES BY REGION AND SECTOR

Asahi number three domestic FABs player; Takara key rival

Third place Asahi trails Kirin and Suntory in regional FABs

Table 12 Asahi Breweries Ltd: Regional Shares in FABs by Sector 2004

7.5 FABS NEW PRODUCT DEVELOPMENT

Asahi enters FABs with Chu-hi Gorichu and Asahi Super Sour

Asahi launches Shunka and focuses on extending core brands

Packaging development

7.6 CORE FABS BRAND

Asahi Shunka Shibori

Table 13 Asahi Breweries Ltd: Asahi Shunka Shibori World Shares & Rankings in FABs by Sector 2000-2004

Table 14 Asahi Breweries Ltd: Asahi Shunka Shibori Regional Shares in FABs by Sector 2004

Asahi Cocktail Partner

Table 15 Asahi Breweries Ltd: Asahi Cocktail Partner World Shares & Rankings in FABs by Sector 2000-2004

Table 16 Asahi Breweries Ltd: Asahi Cocktail Partner Regional Shares in FABs by Sector 2004

8. BEER STRATEGIC EVALUATION

8.1 ASAHI BREWERIES LTD SECTOR POTENTIAL

Healthy outlook for Asia-Pacific lager; premium and imported key sectors

Dire forecast for Japanese beer a concern for Asahi

China offers rich reward; imported lager set to post stellar growth

Vietnam and India best bet for Asahi in changeable Asia-Pacific market

Premium lager in US, Russia hold potential for Asahi; imported lager key in the UK

Table 17 Asahi Breweries Ltd: World Sales Performance of Key Sectors of Involvement 2004

8.2 SWOT ANALYSIS

Strengths

Weaknesses

Opportunities

Threats

8.3 FUTURE PROSPECTS FOR BEER BUSINESS

Foreign investors/white knights steer away from Japanese beer

"Third beer category" – a tonic but no cure

Premium lager holds potential for Asahi in domestic beer

Super Dry-led organic growth key international expansion at Asahi

Does Asahi and Kirin-led domestic market consolidation lie ahead?

9. APPENDICES

9.1 APPENDIX 1: ASAHI BREWERIES LTD BRAND PORTFOLIO

Summary 3 Asahi Breweries Ltd: Beer Brands 2004

9.2 APPENDIX 2: SUBSIDIARIES AND AFFILIATES OF ASAHI BREWERIES LTD

Summary 4 Asahi Breweries Ltd: Subsidiaries 2004

9.3 APPENDIX 3: WEBSITES OF ASAHI BREWERIES LTD

Summary 5 Asahi Breweries Ltd: Websites

9.4 APPENDIX 4: HISTORY AND CORPORATE DEVELOPMENT

Summary 6 Asahi Breweries Ltd: Historical Development

9.5 APPENDIX 5: COMPANY LOCATIONS

Summary 7 Asahi Breweries Ltd: Company Locations

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