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Your assignment is to prepare and submit a paper on the strategic marketing plan audit.
Your assignment is to prepare and submit a paper on the strategic marketing plan audit. The brewery that brews Tsingtao was started in 1903 by the German businessmen in China. It was then taken over by the Japanese in 1945 before it was then reclaimed by the Chinese Nationalist government in Nanjing till 1949 when the People’s Republic of China took up the brewery together with its brands (Yang, 2005). Upon the beer being taken up by the state, it did not perform very well in the local market till 1980 (Colley, 2005) and it is maybe because of this reason that the brand was introduced to the US market in 1972. Since then it has continued to command a competitive market edge despite the competition from Zhujiang and Yanjing, the major Chinese beer brands in the US. Tsingtao Brand at the moment is present in more than fifty countries in the world (Yang, 2007) and the international market for the beer has proven feasibility and great ROI. This paper seeks to highlight the possibility of venturing into the England market. The paper is simply a marketing plan for the introduction of the Tsingtao brand into the England market and aims extensively at analyzing the situation at the England beer market and SWOT analysis to establish the feasibility of the brand in the market. Further, the paper aims to offer the best marketing mix and marketing strategies that will aid in the best-anticipated performance of the brand in the market.
Tsingtao has performed stunningly well in the markets it has been introduced to. For instance, in the US, the brand continues to perform very well not to mention its acceptable market share in the local Chinese market. England as the new target market for the beer appears a formidable market which can equally be competitive. This is basically because of the country’s economic status. it is the second largest economy in Europe and fifth in the world. It is considered as the centre of world economics and tops the chemical and pharmaceutical sectors, technical industries such as aerospace and hardware/software manufacturer. Certainly, England is one of the most greatly industrialized countries in the world. The fact that the beer has performed particularly well in the US which is another world’s strongest economy is a clear marker that the beer can equally survive the beer market competition in England.
