In 1999 the Holsten-Group increased its turnover by 20.1% to DEM 1907 million. This total was made up of the following sales breakdowns - 63% beer sales and 37% of non-alcoholic beverages sales (Annual Report 1999, p.21). The number of employees of Holsten worldwide amounted to 3170 at the end of 1999. This has gone up by 11% compared to the previous year. 2408 people are employed in the beer segment and 762 people are employed in the production of non-alcoholics beverages. The Holsten-Brauerei AG employes 1165 personnel and Holsten (UK) employes 56 people (Annual Report 1999, p.37).
Table of Contents
- Section 1 - Background Information on the Company
- 1.1 Size
- 1.2 Number of Years in Existence
- 1.3 Product Range/Portfolio
- 1.4 Number of Markets Served; Overseas Countries
- 1.5 Sales Breakdown Between Domestic Market and Overseas Markets
- 1.6 Reasons Why the Company Internationalized
- Section 2 - The Domestic Market in Brief
- 2.1 Target Market
- 2.2 Positioning
- 2.3 The 4 P's
- 2.3.1 P1 – The Product
- 2.3.2 P2 The Price
- 2.3.3 P3 The Place
- 2.3.4 P4 Promotion
- Section 3 – The Company's International Marketing Strategy
- 3.1 The Overseas International Business Environment (UK)
- 3.2 Entry Modes
- 3.3 The Marketing Mix in the Overseas Market
- 3.4 Organizational Structure
Objectives and Key Themes
This project aims to compare the domestic and overseas marketing strategies of Holsten-Pilsener, a German brewery. The analysis focuses on the company's background, its domestic market performance, and its internationalization efforts, specifically in the UK market.
- Comparative analysis of domestic and international marketing strategies.
- Examination of the marketing mix (4 Ps) in both domestic and international contexts.
- Evaluation of the company's international market entry strategy.
- Assessment of the impact of the international business environment on marketing decisions.
- Analysis of Holsten-Pilsener's product positioning in different markets.
Chapter Summaries
Section 1 - Background Information on the Company: This section provides foundational information about Holsten-Brauerei AG, including its size, history, product portfolio, market reach, and reasons for international expansion. The company's significant turnover growth (20.1% in 1999) is highlighted, along with its workforce size and breakdown across beer and non-alcoholic beverage segments. The details on the product portfolio clarify the similarities and differences between its offerings in Germany and the UK, emphasizing that "Holsten Pilsener" and "Holsten Pils" are the same product under different branding. The section lays a crucial groundwork for understanding the company's subsequent marketing strategies both domestically and internationally.
Section 2 - The Domestic Market in Brief: This section offers a concise overview of Holsten-Pilsener's domestic market strategy in Germany. It covers target market identification, product positioning, and a detailed analysis of the marketing mix (4 Ps). The 4 Ps are explained individually focusing on aspects of product classification, branding, packaging, pricing strategies, distribution channels, and a range of promotional activities, including advertising, sponsoring, sales promotions, and public relations. This section provides a benchmark for comparison with the company's international marketing strategies discussed later. The description of the domestic market is detailed enough to give a solid basis for comparative analysis.
Section 3 – The Company's International Marketing Strategy: This section delves into Holsten-Pilsener's international marketing strategy, primarily focusing on its entry into the UK market. A PESTEL analysis is conducted to assess the key external factors influencing the company's international operations. This analysis considers demographic, legal, political, economic, technological, cultural, competitive, social, and physical factors affecting the UK market. The section also explores the chosen entry modes used by Holsten-Pilsener in the UK and carefully analyzes the elements of the marketing mix tailored to this specific overseas market. This is then followed by an examination of the organizational structure employed to support these international operations, demonstrating how adaptation and planning are vital for success in a globalized market. The chapter provides a deep insight into the intricacies of executing a successful international marketing campaign and successfully adapting to a foreign market.
Keywords
International Marketing, Domestic Marketing, Holsten-Pilsener, Marketing Strategy, Marketing Mix (4 Ps), International Business Environment, Market Entry Strategies, UK Market, Product Positioning, Branding, Target Market, PESTEL Analysis, Competitive Analysis.
Holsten-Pilsener Marketing Strategy: Frequently Asked Questions
What is this document about?
This document provides a comprehensive overview of Holsten-Pilsener's marketing strategies, both domestically (in Germany) and internationally (specifically in the UK). It analyzes the company's background, market performance, internationalization efforts, and the adaptation of its marketing mix to different markets.
What topics are covered in the Table of Contents?
The Table of Contents outlines three main sections: Section 1 provides background information on Holsten-Pilsener, including its size, history, product portfolio, and reasons for international expansion. Section 2 gives a brief overview of the company's domestic market strategy in Germany, focusing on the marketing mix (4 Ps). Section 3 delves into the company's international marketing strategy in the UK, including market entry modes, adaptation of the marketing mix, and the impact of the international business environment.
What are the main objectives and key themes of this analysis?
The analysis aims to compare Holsten-Pilsener's domestic and international marketing strategies. Key themes include examining the marketing mix (4Ps) in both contexts, evaluating the international market entry strategy, assessing the impact of the international business environment, and analyzing product positioning in different markets.
What is included in the Chapter Summaries?
The chapter summaries provide detailed overviews of each section. Section 1's summary highlights the company's growth, product portfolio, and the rationale behind its international expansion. Section 2's summary details the domestic marketing mix (4Ps) in Germany. Section 3's summary focuses on the company's UK market entry, PESTEL analysis, and the adaptation of its marketing mix for the international market, concluding with an analysis of the organizational structure supporting its international operations.
What are the key words associated with this analysis?
Key words include International Marketing, Domestic Marketing, Holsten-Pilsener, Marketing Strategy, Marketing Mix (4 Ps), International Business Environment, Market Entry Strategies, UK Market, Product Positioning, Branding, Target Market, PESTEL Analysis, and Competitive Analysis.
What specific aspects of the marketing mix (4Ps) are analyzed?
The analysis of the 4Ps includes detailed examinations of the product (classification, branding, packaging), price (pricing strategies), place (distribution channels), and promotion (advertising, sponsoring, sales promotions, and public relations) in both the domestic and international markets.
What is the focus of the analysis regarding the UK market?
The analysis of the UK market focuses on Holsten-Pilsener's international marketing strategy, including its market entry mode, adaptation of the marketing mix to the UK market, and the impact of the UK business environment on its operations. A PESTEL analysis is conducted to assess the external factors influencing the company's success in the UK.
How does the analysis compare the domestic and international marketing strategies?
The analysis compares Holsten-Pilsener's domestic and international marketing strategies by examining the differences and similarities in their approaches to the 4Ps and how the company adapted its strategies to the different market conditions and consumer preferences in Germany and the UK. The domestic market serves as a benchmark for evaluating the success of the internationalization strategy.
- Quote paper
- P-O-T-S Pool of Touristic Studies (Author), Michael Johnen (Author), 2000, The Comparison of the Domestic and Overseas Marketing Strategy of the Holsten-Pilsener, Holsten-Brewery AG Hamburg, Germany, Munich, GRIN Verlag, https://www.grin.com/document/11596
