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
2.3.1.1 Product and product classification
2.3.1.2 Branding
2.3.1.3 Packaging
2.3.1.4 Stage of product life cycle
2.3.2 P2 – The Price
2.3.3 P3 – The place
2.3.3.1 Market intermediaries
2.3.3.2 Distribution
2.3.3.3 Getting products into distribution
2.3.4 P4 – Promotion
2.3.4.1 Advertising
2.3.4.2 Sponsoring
2.3.4.3 Sales promotion
2.3.4.4 Public relations
2.3.4.5 Personal selling
2.3.4.6 Corporate Design
2.3.4.7 Fairs
2.3.4.8 Product Placement
Section 3 – The Company`s International Marketing Strategy
3.1 The overseas international business environment (UK)
3.1.1 Demographic Factors
3.1.2 Legal Factors
3.1.3 Political Factors
3.1.4 Economic Factors
3.1.5 Technological Factors
3.1.6 Cultural Factors
3.1.7 Competition Factors
3.1.8 Social Factors
3.1.9 Physical Factors
3.2 Entry modes
3.3 The marketing mix in the overseas market
3.3.1 The Target Market
3.3.2 Positioning
3.3.3 Product
3.3.4 Pricing
3.3.5 Promotions
3.3.6 Place
3.4 Organizational structure
Section 4 – Conclusion
Project Objective and Core Themes
This project aims to provide a comprehensive comparison between the domestic marketing strategy of Holsten-Brauerei AG in Germany and its international marketing strategy in the United Kingdom. It examines how the company adapts its product, pricing, promotion, and distribution strategies to meet the specific requirements of two distinct beer markets.
- Corporate background and market position of the Holsten Group.
- Analysis of the domestic German marketing mix and strategic brand positioning.
- Assessment of the international business environment in the UK (PEST factors).
- Detailed comparison of market entry modes and the adaptation of the marketing mix for the UK consumer.
- Strategic conclusions regarding the company's future growth and competitive standing.
Excerpt from the Book
3.3.2 Positioning
”Holsten Pils” is a classic European beer and when positioned against other European beers, its closest rival is Beck’s. These products are similarly priced, they are both of the highest quality, and both products are similar tasting. “Holsten Pils” is the UK’s top selling genuinely imported premium packaged lager. Many rivals are brewed in the UK, but Holsten has been brewed in Hamburg since its UK launch in 1952 (“Things you didn’t know about “Holsten Pils”- Holsten Factsheet, 28.10.2000). In the UK, “Holsten Pils”is a brand leader. It is positioned as an honest, down-to-earth brand, not weighed down with gimmicks. “Holsten Pils” is currently the best-selling premium packaged lager in the UK, with 79% market-share (source AC Nelson), behind Scottish Courage’s Beck’s and Anheuser Busch’s Budweiser (“Holsten to retain TBWA for £6m Pils Business”-Infotrac, 30.10.2000).
Summary of Chapters
Section 1 – Background Information on the company: Provides an overview of the company's size, history, product portfolio, and the strategic reasons for internationalization.
Section 2 – The domestic market in brief: Outlines Holsten's domestic marketing strategy in Germany, focusing on target market identification, brand positioning, and the application of the 4 P's.
Section 3 – The Company`s International Marketing Strategy: Analyzes the business environment, entry modes, and the adapted marketing mix specifically tailored for the UK market.
Section 4 – Conclusion: Summarizes the key findings, comparing the strategic approaches in Germany and the UK and addressing the company's future perspectives.
Keywords
Holsten-Brauerei AG, Marketing Strategy, Internationalization, Holsten-Pilsener, Beer Industry, Brand Positioning, UK Market, 4 P's, Distribution, Sponsoring, Market Entry, Premium Beer, Competitive Analysis, Consumer Behavior, Business Environment.
Frequently Asked Questions
What is the primary focus of this project?
The project provides a comparative study of the marketing strategies employed by Holsten-Brauerei AG, focusing on the differences between their domestic German approach and their operations in the United Kingdom.
What are the central themes covered?
The core themes include corporate background, domestic vs. international market segmentation, brand portfolio management, the impact of cultural and legal environments on marketing, and distribution chain management.
What is the research goal?
The primary goal is to analyze how Holsten navigates a mature, stagnant market at home while maintaining its competitive position and brand equity in the British market.
Which scientific methods were used?
The study relies on an empirical analysis of business reports, statistical market data, and industry factsheets, complemented by a systematic evaluation of environmental factors (PEST analysis).
What content does the main section provide?
The main part delves into the marketing mix, detailing product characteristics, pricing strategies, promotional campaigns like sponsorship, and the intricacies of the distribution network in both countries.
How would you characterize the work using keywords?
The work is defined by terms such as International Marketing, Brand Management, Beer Market, Comparative Analysis, and Strategic Adaptation.
Why does Holsten focus on the "friendship" theme in Germany?
The "friendship" theme serves as the standard core of their German marketing mix, designed to build emotional resonance and brand loyalty among the target audience.
What are the biggest challenges for Holsten in the UK?
Key challenges include navigating a different cultural landscape regarding pub culture, managing specific legal regulations like drink-drive limits, and competing with well-established domestic brewers who often own the distribution outlets.
- 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
