haku: @author Sieger, H. / yhteensä: 5
viite: 4 / 5
| Tekijä: | Sieger, H. |
| Otsikko: | Schluckspecht. Ein aussenseiter düpiert die Premiumliga = The fight of the Holsten brewery for the position of the market leader ! Holsten |
| Lehti: | Capital
1992 : APR, VOL. 31:4, p. 189-196 |
| Asiasana: | BREWING INDUSTRY MARKET EFFICIENCY GERMANY MARKETING STRATEGY |
| Kieli: | ger |
| Tiivistelmä: | In 1991 Warsteiner beer was the number one on the German beer market with an output of 4.84 hectolitres and sales of 774 M DEM; however, its position is strongly challenged by Holsten (output: 4.76 million hectolitres, sales 830 DEM). The strategy of the Hamburg based Holsten is focused on regaining the position of the market leader. For example, Holsten has gotten in East Germany two of the most important breweries, while Warsteiner has acquired none. Holsten sale ten times as much abroad, than its main competitor: Holsten saled in 1991 2 million hectoliters in 67 countries, while Warsteiner only 200 000 hectoliters in 30 countries. The strategy and the marketing practice of the two firms are analyzed in detail. |
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