Case Study

Kirin Brewery Co., Ltd. (C)

2 pages
April 2004
Reference: IMD-5-0628

This case describes what happened in the alcoholic beverages market in Japan between 1987 and 1997. It raises the question of what Kirin should do in response to the moves of its competitors.

Keywords
Beer
Settings
Japan
1987-1997
Type
Published Sources
Copyright
© 2004
Available Languages
English
Related material
Teaching note
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Kirin Brewery Co., Ltd. (A)
By Dominique Turpin and Joyce Miller
Case reference: IMD-5-0626 ©1990
Summary
Kirin Brewery with more than 60% of the beer market in Japan has recently been challenged by the number 3 player, Asahi Brewery, with a new beer - Super Dry. The management has reviewed the situation of the beer market in 1987 and must decide what actions to take if any.
Reference IMD-5-0626
Copyright ©1990
Copyright owner IMD Copyright
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Kirin Brewery Co., Ltd. (B)
By Dominique Turpin and Joyce Miller
Case reference: IMD-5-0627 ©1998
Summary
Sales of Asahi's "Super Dry" are booming. Kirin Brewery's share of market is declining rapidly. Mr. Tani has been recently appointed as new General Manager. of Kirin's Beer Division with the mission to respond to Asahi's challenge. Other competitors have now joined the "beer war" between Kirin and Asahi. Kirin must now fight on several fronts. Mr. Tani has to decide on an appropriate strategy of Kirin Brewery.
Reference IMD-5-0627
Copyright ©1998
Copyright owner IMD Copyright
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications