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Asahi Breweries Ltd in Beer

May 2012

Asahi Breweries was the leading Japanese brewer in 2011. Due to difficult market conditions in Japan, the company has increased its focus on international expansion. It strengthened its position with acquisitions in New Zealand and Australia in 2011, but its presence remains strongly biased towards the mature and declining Japanese market. In order to enhance its growth prospects, Asahi has to continue to look for opportunities abroad, and its Chinese business will be key to its growth.

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Overview:

Euromonitor International's report on Asahi Breweries Ltd delivers a detailed strategic analysis of the company's business, examining its performance in the Beer market and the global economy. Company and market share data provide a detailed look at the financial position of Asahi Breweries Ltd, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Asahi Breweries Ltd.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Asahi Breweries Ltd provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beer research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report

Scope

Strategic Evaluation

Key company facts
Strong operating income growth in 2011
Long-term Vision 2015
Domestic alcoholic drinks is the key segment for Asahi
SWOT: Asahi Breweries Ltd
Key strategic objectives and challenges

Competitive Positioning

Asahi’s beer volumes return to growth in 2011
Leading brewers ranking remains unchanged
Highly consolidated global beer market

Market Assessment

Narrow geographic focus
Main strength in economy and standard lager

Category and Geographic Opportunities

Regaining leading position in Japan
Japanese market offers limited future growth
Solid beer consumption growth in other parts of Asia Pacific
Minor share in the large Chinese beer market
Strategic alliance with Tsingtao in China
Benefiting from premiumisation in South Korea
Growing share in the high-margin Australian market
Strong premium growth, but growing competition in Australia
Entering the beer market in New Zealand
Need to continue to work on international expansion
Growth potential in cider/perry

Brand Strategy

Aiming to increase Asahi Super Dry’s international presence

Operations

Increasing international presence through export and licensing

Recommendations

Continue expansion outside Japan and improve profitability
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