Kirin Brewery Co Ltd
Euromonitor International's company profile, Kirin Brewery Co 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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Chapters: 9 | Tables: 22 | Publication date: May 2006
Table of contents
1. INTRODUCTION
1.1 KEY FACTS
Summary 1 Kirin Brewery Co Ltd: Key Facts
2. CORPORATE OVERVIEW
2.1 FINANCIAL PERFORMANCE
Kirin’s core domestic alcoholic beverage business falters in 2004
Investment in ailing domestic beer business impacts operating profit growth
Strong net profit growth fuels dramatic hike in EPS
Kirin continues to rationalise its workforce
Table 1 Kirin Brewery Co Ltd: Financial Summary 2000-2004
2.2 GEOGRAPHIC COVERAGE
Another uncomfortable year from Kirin at home
Expansion in Asia/Oceania lifts gloom at Kirin
Kirin looks to expanding regional presence to offset domestic downturn
Kirin looks to increase beer market presence in Europe, the US
Kirin turns increasingly to pharmaceuticals as domestic beer prospects look grim
Table 2 Kirin Brewery Co Ltd: Sales by Region 2002-2004
2.3 BUSINESS FOCUS
Overseas interests save Alcoholic Beverages division blushes
Kirin invests in overseas expansion as domestic beer market continues to falter
Chu-hi expected to remain dynamic
Soft Drinks performs well despite poor weather conditions
Kirin invests in Pharmaceuticals division
Kirin’s Other business segment continues to perform well
Kirin retails brands via beer halls and restaurants
Table 3 Kirin Brewery Co Ltd: Sales by division 2000-2004
Chart 1 Kirin Brewery Co Ltd: % Sales by Division 2004
2.4 INTERIM RESULTS
Kirin witness disasterous start to 2005 as profits decline steeply
Alcoholic Beverages division malaise continues
Soft Drinks maintains forward momentum but Pharmaceuticals falls back
Other segment posts steady growth but does little to offset overall slide
3. STRATEGIC OVERVIEW
3.1 OPERATIONAL STRATEGIES
Internal operations
External operations
Summary 2 Kirin Brewery Co Ltd: Business Agreements 2004/05
3.2 MARKET DEVELOPMENT
Premium beer and beer-like beverages hold key to domestic growth
Soft drinks set to continue as crutch for floundering beer business
Regional growth key to beer business revitalisation
Pharmaceuticals expansion short-term answer to domestic problems
Table 4 Kirin Brewery Co Ltd: World Sales Performance of Company’s Major Markets
4. BEER BUSINESS OF KIRIN BREWERY CO LTD
4.1 BEER BUSINESS DEVELOPMENT
Kirin undertakes major overhaul of business structure
Kirin increases product launch activity
Kirin invests in its domestic production and distribution infrastructure
Kirin eyes up fast-developing Chinese beer market; ups stake in San Miguel
Kirin invests in beer-like beverages in 2005; bolsters presence in Chinese beer
Kirin denies Lion Nathan rumours; looks to focus on key beer brands in 2006
5. KIRIN BREWERY CO LTD PERFORMANCE IN BEER
5.1 COMPETITIVE CONTEXT
Rise of Chinese brewers overshadows Kirin
Asahi key rival for Kirin as both focus on domestic beer market
Marginal presence for Kirin outside of Japan
5.2 COMPANY WORLD MARKET SHARES
Kirin top 15 global beer player but domestic dependency is a threat
Table 5 Kirin Brewery Co Ltd: World Shares & Rankings in Beer by Sector 2000-2004
5.3 COMPANY SHARES BY REGION AND SECTOR
Japanese beer malaise hits Kirin’s regional ranking; number six player in 2004
Kirin number two player in Japanese beer; number one in “third category beer”
Rising competition hits Kirin in Taiwan & Singapore; grows presence in China
Table 6 Kirin Brewery Co Ltd: Regional Shares in Beer by Sector 2004
5.4 MARKETING STRATEGIES
Kirin advertises via its restaurant infrastructure
Celebrity endorsements a key strategy for Kirin
Kirin sponsors Japanese national football team
5.5 DISTRIBUTION STRATEGIES
Kirin Logistics formed in 2000
Kirin integrates its logisitic functions
Kirin announces investment in domestic distribution infrastructure
Kirin reorganises its internal management system in early 2006
6. KIRIN BREWERY CO LTD BEER BRAND ASSESSMENT
6.1 BRAND PORTFOLIO
Tanrei, Kirin Lager and Ichiban Shibori key brands
Kirin sits atop new ‘third beer category’ with Nodogoski Nama
Kirin supplements core lager range with stout and dark beer products
Kirin launches Clear Brew and extends other lines
Kirin markets Budweiser, Heineken and Pilsner Uruquell
6.2 NEW PRODUCT DEVELOPMENT
Kirin launches an unfiltered beer product
Kirin develops key happoshu product range
Kirin launches new beer-like beverage product
Packaging development
6.3 CORE BRANDS
Kirin Ichiban
Kirin Lager Beer
Table 7 Kirin Brewery Co Ltd: Kirin Lager Beer World Shares & Rankings in Beer by Sector 2000-2004
Table 8 Kirin Brewery Co Ltd: Kirin Lager Beer Regional Shares in Beer by Sector 2004
Kirin Tanrei
Table 9 Kirin Brewery Co Ltd: Kirin Tanrei World Shares & Rankings in Beer by Sector 2000-2004
Table 10 Kirin Brewery Co Ltd: Kirin Tanrei Regional Shares in Beer by Sector 2004
7. KIRIN BREWERY CO LTD PERFORMANCE IN FABS
7.1 FABS BUSINESS DEVELOPMENT
Kirin acquires Four Roses & Cola brand
Chu-hi well received in Japan
Kirin expands Chu-hi range; acquires Two Dogs brand from Pernod Ricard
7.2 COMPETITIVE CONTEXT
Kirin has faltering Bacardi in its sights
7.3 COMPANY WORLD MARKET SHARES
Kirin number three player in global FABs
Kirin invests in Two Dogs and Chu-hi in pursuit of second-placed Bacardi
Table 11 Kirin Brewery Co Ltd: World Shares & Rankings in FABs by Sector 2000-2004
7.4 COMPANY SHARES BY REGION AND SECTOR
Japanese the key FABs market for Kirin
Two Dogs purchase offers the opportunity of international development
Table 12 Kirin Brewery Co Ltd: Regional Shares in FABs by Sector 2004
7.5 FABS NEW PRODUCT DEVELOPMENT
Kirin enters Chu-hi sector in 2001
Kirin invests in new Chu-hi flavours and Two Dogs in 2006
Packaging development
7.6 CORE FABS BRAND
Hyoketsu number two global FABs brand; leader in spirits-based FABs
Table 13 Kirin Brewery Co Ltd: Hyoketsu Kaju World Shares & Rankings in FABs by Sector 2000-2004
Table 14 Kirin Brewery Co Ltd: Hyoketsu Kaju Regional Shares in FABs by Sector 2004
8. KIRIN BREWERY CO LTD BEER STRATEGIC EVALUATION
8.1 KIRIN BREWERY CO LTD SECTOR POTENTIAL
Healthy outlook for Asia-Pacific lager; premium and imported key sectors
Dire forecast for Japanese beer casts doubts over Kirin’s global future
China offers strong potential; imported lager set to post stellar growth
Malaysia, Thailand, Taiwan & Singapore offer prosperity and pitfalls for Kirin
Vietnam and India offer potential for Kirin
Table 15 Kirin Brewery Co 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
Likelihood of foreign investment in Kirin fades
“Third category beer” success not enough to offset lager troubles
Premium-led portfolio rationalisation is a growth avenue for Kirin
Kirin appears reluctant to acquire; organic growth holds potential
Does Kirin- and Asahi-led domestic market consolidation lie ahead?
9. APPENDICES
9.1 APPENDIX 1 – KIRIN BREWERY CO LTD BRAND PORTFOLIO
Summary 3 Kirin Brewery Co Ltd: Beer Brands 2004
9.2 APPENDIX 2 – SUBSIDIARIES AND AFFILIATES OF KIRIN BREWERY CO LTD
Summary 4 Kirin Brewery Co Ltd: Subsidiaries 2004
9.3 APPENDIX 3 – WEBSITES OF KIRIN BREWERY CO LTD
Summary 5 Kirin Brewery Co Ltd: Websites
9.4 APPENDIX 4 – HISTORY AND CORPORATE DEVELOPMENT
Summary 6 Kirin Brewery Co Ltd: Historical Development
9.5 APPENDIX 5 – COMPANY LOCATIONS
Summary 7 Kirin Brewery Co Ltd: Company locations