Project 2 develop aninternational marketing planfor an actual company

NATIONAL ECONOMICS UNIVERSITY CENTER FOR ADVANCED EDUCATIONAL PROGRAMS -� - INTERNATIONAL MARKETING PROJECT 2: DEVELOP AN INTERNATIONAL MARKETING PLAN FOR AN ACTUAL COMPANY TEAM Nguyễn Doanh Tùng - ID: 11208329 Đào Thu An - ID: 11200002 Nguyễn Quỳnh Châu - ID: 11200558 Tạ Quỳnh Phương - ID: 11203221 Trần Khánh Linh - ID: 11205893 Lê Đình Hiếu - ID: 11205288 Hanoi, 2022 TABLE OF CONTENTS BUSINESS INTRODUCTION PROMISING MARKETS FOR CRAFT BEER EXPORT .2 Market attractiveness evaluation .6 Conclusion .8 MARKET ANALYSIS PESTEL analysis External factors: 12 Internal factors 18 MARKET ENTRY MODE .21 PLANNING MARKETING STRATEGY .22 STP analysis 22 Marketing Mix strategy (4P) .23 CONTROL AND EVALUATION .30 REFERENCES 31 BUSINESS INTRODUCTION iBiero craft beer was born at the end of 2016 with the founder - Founder Do Giang Vinh - A genuine Vietnamese with five sharp passions for craft beer with the desire to ignite a brand: BEST CRAFTS CHOOSE VIETNAM, owned by Vietnamese people, bringing with them the quintessence, taste, and style During a trip with a foreign author when talking about the culture of enjoying beer, they said that Vietnamese people not know how to enjoy and cannot produce delicious beers like in their country even though the amount of beer consumed every year is very high Beer consumption in Vietnam is always at the top of countries that consume the most beer in the world At that moment, Vinh automatically told people that he must make a craft beer that is "the best for Vietnamese people" And so "iBiero - The best craft beer in Vietnam" was born iBiero craft beer products are produced with original beer ingredients such as dried malt and 100% fresh hops imported from Belgium and Australia, as well as exclusive beer recipes from well-known and long-standing craft brewers of Czech Republic, Belgium The brewing process of draft beer is carried out through pasteurization and fermentation to create natural CO2, without the use of preservatives, making iBiero beers safe for health with rich and appealing tastes typical of the tropics PROMISING MARKETS FOR CRAFT BEER EXPORT According to Statista, in 2021, the craft beer market size of China and the USA were 10.84 billion USD and 26.8 billion USD respectively Craft beer consumption in the USA is 1.150 billion liters, about 15% higher than just one billion liters in China At the same time, beer consumption in Brazil was 10.46 billion liters The craft beer market share of Brazil's overall beer industry is 9% in 2022, and it can be inferred that about 941.4 million liters of craft beer were consumed From the data above, China, the US, and Brazil are the most prominent and potential craft beer markets The table below shows an overview comparison of countries markets: China, the USA, and Brazil China The USA Market Size China craft beer market The market Brazil size, The market makes about marked 10.84 billion USD measured by revenue, $2.42 billion in 2022 in revenue in 2022 of the Craft Beer Production industry is $26.8 billion in 2022 Conclusion: With a long history and huge community, the USA is still the biggest market for craft breweries, followed by China with the rapid growth in demand for craft beer In Brazil, craft beers are still considered high-end goods, making consumers quite reserved for this product despite Brazil's massive demand for alcoholic drinks Market A couple of years ago, craft The Growth beer made up only 0.3 industry has marked Brazilian craft breweries percent of total craft beer Growth in sales of beer an increase of 5.6% is 40% in 2022 consumption It has since in 2022 risen to about percent in 2022, making 30% growth in craft beer market revenue year-on-year Conclusion: Both Brazil and China show brilliant market growth rates These are both new and promising markets for craft beer Prices - From 25 CNY to 60 CNY - The average price - Approximately BRL for a bottle of 330ml beer of craft beer around for a bottle of 330 ml (around $10.5 - $25.2 per the country is $8 per (around $5.1 per liter) liter) Most craft beers in six-pack, China are imported from about which 2.13 is liters USA and EU countries, so (around $3.75 per prices are higher than the liter) This under- average global craft beer average is due to the price massive quantity of craft breweries in the USA Conclusion: Compared to current Ibiero’s prices, which are about $6.7 per liter, it’s nearly impossible to compete with other craft beer brewers in the USA and Brazil However, compared to Chinese craft beer's average prices, Ibiero can take a great advantage Buying - China has the biggest craft - According Power beer consumption volume to a - According to in survey of over 2,000 justbeerapp, consumers in Americans conducted Brazil are willing to - Based on a survey on the by C + R Research, spend 36 BRL monthly frequency of craft beer the average American on craft beers (About consumption as of May 2019 between the age of 21 $6.77 per month) by asiabeernetwork, it shows and 70 is spending Brazilians still prefer that 30,15% of consumers $59 per month on industrial beer with occasionally buy craft beers craft brews For men, cheaper prices and more 23,45% responded to drink the average monthly diverse choices craft beers frequently 6,77% cost was $66, while of the surveyees always women spent $50 choose craft beers when it comes to drinks The rest rarely or never buy craft beers - As of May 2019, 57.45% of Chinese consumers polled said that they are willing to pay 25% more than the regular price and 16.8% are willing to pay 50% more Conclusion: Craft beer seems to be a new trend among Chinese beer consumers Many people are willing to spend more money to pay for craft beer which results in the increase in craft beer prices The USA with a long history of craft beers has built a huge community of craft beer lovers with huge purchasing power Competitive Intensity Vancouver-based writer - There are over - There are 30 regional Rick Green's How to Drink 9,000 craft breweries breweries Beer in around Mandarin 400 craft and lists in the US – but big than beer beer dominates more 1200 microbreweries in producers in China, most of Brazil, which are mainly them are regional brewpubs concentrated in the seven that don't sell their products states of the South and commercially South-East region Conclusion: With the domination of big craft beer brands, the craft beer market in the US is highly competitive Along with that is a rapid rise in the number of craft brewers in Brazil On the contrary, the craft beer market in China is on the way to booming, with many niche markets undiscovered Market - Access advantage when compared different cultures and distance, different culture Ibiero has a price - to the market price of craft the Long distance, - inferiority Long geographical of - It is a federal excise tax Document continues below Discover more from: International Marketing Đại học Kinh tế Quốc dân 70 documents Go to course De cuong on tap hoc ki lop global success nam hoc 2022 18 International Marketing 100% (5) [123doc] - bo-cau-hoi-trac-nghiem-marketing-co-dap-an 15 International Marketing 100% (5) UK Pestle Analysis 68 International Marketing 100% (2) MKT asm - Individual assignment for Fentimans case 11 International Marketing 100% (2) Discuss the market segmentation of Samsung 18 International Marketing 100% (2) 123doc xay dung chien luoc tham nhap thi truong eu cho 120 cong ty hai san 404 pdf International Marketing 100% (2) beers in China The close product quality make that applies to practically geographical distance and it difficult for IBiero all sales and transfers of similar culture were also to enter this market products made or beneficial for the exporting - The United States imported in Brazil The process - Besides, levies a federal excise IPI the government does not levy an with VAT VAT can range and (5% to 15% on average) excise tax on beer, there is consumption only rate Chinese tax on beer, along between 0% and 300% (17%) consumption tax tax Basic foods are the least and (varying from $0.11 taxed, while alcohol and to $0.58 per gallon cigarettes are the most depending on taxed production, region, and amount) Conclusion: With Ibiero's potential, the Chinese market has the most favorable factors for brands to have access to the market Political / - Political Stability Index: - - Political Stability - Political Stability Index: Economic 0.48 Risks Index: - 0.49 - The Chinese government - Downward trend in - According has strongly encouraged and beer market share has 9,294/1996, to Law advertising guided the development of been reflected in the alcoholic beverages on the alcohol industry, online ordering and radio or television must resulting in a steady increase alcohol in alcohol production delivery be restricted and only platform Drizly Over aired between pm and the past 12 months, am beer has accounted for a 14% share, a two-percentage point drop from the previous 12 months Conclusion: Although considered to have a low PSI index, the supportive policies of the Chinese government create great advantages for imported beer brewers in China In contrast, the US and Brazilian markets faced economic and policy problems, hindering the beer market and alcoholic beverages in general Market attractiveness evaluation - Newly developed craft beer markets which have fast growth rates and great buying power give great advantages for new brewers, compared to an already saturated market Consumers in these markets are eager to try new brands' products So market growth rate and buying power are important criteria for evaluation - Besides, the larger the market size, the larger the quantity of consumers Prices in each market also show the cost that consumers are willing to pay for a product - Other external factors such as market access, competitive intensity, and Political/Economic risks are also important criteria that need to be evaluated to assess the attractiveness of the market Table China craft beer market attractiveness evaluation Very Market Attractiveness Poor Poor Medium Good Market Size Very Weight Result (grading x Good Factor weight) 0.15 0.6 Market Growth 0.2 Prices 0.15 0.75 0.2 0.1 0.8 0.4 0.1 0.3 0.1 0.4 4.1 Weight Result (grading x Buying Power Market Access 4 Competitive Intensity Political / Economic Risks Total Table The USA craft beer market attractiveness evaluation Market Attractiveness Very Poor Very Poor Medium Good Market Size Market Growth Factor weight) 0.15 0.2 0.75 0.6 0.1 0.2 0.2 0.1 0.3 0.15 0.15 0.1 0.4 3.4 Very Weight Result (grading x Good Factor weight) 0.15 0.45 Prices Buying Power Market Access Competitive Intensity Good Political / Economic Risks Total Table Brazil craft beer market attractiveness evaluation Very Market Attractiveness Poor Poor Medium Good Market Size Market Growth Prices Buying Power 0.2 0.1 0.2 0.3 0.2 0.1 0.3 0.15 0.75 0.1 0.4 3.4 Market Access Competitive Intensity Political / Economic Risks Total Conclusion According to the market attractiveness evaluation, by calculating the market with the highest score, China (4.1) will be selected as the target market that Ibiero targets Imported beer is becoming more popular in China, as the Chinese have developed to get access to international Chinese consumers are seeking new products all around the world New flavors are especially appealing to craft brewers and beer enthusiasts - The number of intermediaries available in the China market is various for iBiero to choose However, the rules of each channel are different so the company needs to be careful in choosing which one will be the most suitable Threats: - China is a large industry which leads to a very huge and potential market This market has been attracting a lot of global and domestic firms or corporations Vietnam is just one of many other countries that have to compete with many big beer brands from other big countries like Germany and Belgium The opportunity for having a small piece of cake is not too big iBiero also needs to face the problem of making benefits for both brand’s profits and for the Chinese economy’s growth The company can not immediately compete with other domestic brands and needs to take time - The types of tariffs on alcohol in China are various and they are all different It will be difficult for the company to take care of the tariffs and control the changes of the tariffs’ rate - As the policy in China is not stable, iBiero has to face the effect of the government on taxes for drinks, especially for alcohol EFE matrix: Weight: 0,0 - 1,0 Rating: - No External factors Weight Rating Weighted scores Opportunities Sociocultural distance between Vietnam 0.05 0.15 and China Population 0.05 0.15 Market trend 0.1 0.4 GDP 0.05 0.15 Consumer’s demands 0.15 0.6 The number of intermediaries available 0.1 0.4 17 in the China Threats The changes of Chinese policy on tariffs 0.05 0.1 and taxes Domestic beer brands 0.15 0.3 Global brand from big cities staying in 0.15 0.15 0.3 China market for a long time 10 Consumers’ brand loyalty for existing 0.15 brands 2.7 Total Conclusion: Including the result after access to all the external factors, with the rate of 2.7, which is higher than 2.5, iBiero is said to respond well to most of the external factors mentioned above Although the China government and other competitors might cause problems for the company, iBiero still has big chances when entering the market A positive response to the external factors including beer market, consumers’ demands, and available intermediaries counted on the table can make China become a potential market that iBiero will be successful in entering Internal factors 3.1 Firm size Currently, Ibiero has restaurants in Hanoi and Ho Chi Minh along with a brewery based in Hanoi and 19 agents & distribution system of Ibiero craft beer spread across regions in Vietnam 3.2 International experience Ibiero has no experience working with international customers and has no intention of entering foreign markets before 3.3 Product/service Currently, Ibiero has five different product lines 18 - Craft ale: Ale is a broad term, used to refer to a wide variety of craft beers Ale is brewed from warm yeast and fermentation at high temperature The finished product will be sweet, with a strong beer taste with quite pronounced fruit and hop aromas - India Pale Ale (IPA): IPA is a beer with high bitterness and high alcohol content This is the beer for those who want to experience the thrill of authentic craft beer - Lager: Lager is rarely seen in the craft beer market but is very popular in the industrial beer market Lager has both hops and malt flavors that are not strong, the strength of the beer is not high, and the taste of beer between different brands is not too different - Stout: Is a dark beer, using roasted barley as the main ingredient Stout beer has a burnt flavor and a rich cocoa flavor - Specialty Beer (Fruit and Field Beer): Made or extracted from fruit, they can be added at any stage in the brewing process and provide a clear and harmonious fruit flavor Strengths: - Clearly defined mission statement - Diversity of product - New and attractive design - Local and international material source - High closed-line production technology Weaknesses: - Ibiero has yet to experience working with international customers and has had no intention of entering foreign markets - Not a very popular brand IFE Matrix Weight: 0,0 - 1,0 Rating: - No Internal Factors Weight Rate Weighted Score Product quality 0.15 0.6 Product unit cost 0.1 0.4 Production technology 0.1 0.3 Diversity of products 0.4 0.1 19 Product size 0.05 0.05 Distribute Ability 0.05 0.05 Brand reputation 0.1 0.3 Human Resources 0.05 0.1 Competitiveness 0.1 0.2 10 Internal Finance 0.05 0.1 Total 2.7 Conclusion: Ibiero's total critical score of 2.7 is greater than 2.5, which shows that Ibiero has Ibiero's key strengths and factors that are very suitable for the environment in China The export of Ibiero products to China is likely to be successful 20 MARKET ENTRY MODE Based on research and analytical models to assess the business environment in the Chinese beer market, we propose an entry mode: Indirect export - By Indirect Exporting, iBiero will manufacture its products in Vietnam and sell them to China through an Export Management Company The company will distribute iBiero’s products to retail systems in primary cities - With this entry mode, iBiero has no control over marketing mix elements other than product, limited contact with the market & product experience Furthermore, a part of iBiero's profit will be paid to the Export Management Company However, Indirect Export will cut down risks for iBiero when exporting experience is limited iBiero does not need much investment yet can still take advantage, the market understanding, and service quality of the intermediary company while still having the right to decide on its own pricing policy, sales conditions, advertising, and use its own name This is the way for iBiero to penetrate the Chinese market step by step safely when it first brings its products to the world 21 PLANNING MARKETING STRATEGY STP analysis 1.1 Segmentation Geography - Direct: Customers are living, studying and working in big cities such as: Chongqing, Shanghai, Beijing … - Indirect: Customers in China have access to online shopping and are interested in products Psychology - Alcoholic consumers are concern about special and diverse aroma and taste - People who are conscious of protecting their health and choose safe products that not contain harmful chemicals Demographic - Age: 20-60 - Sex: Male & Female - Income: Medium or medium-high (per month for beers from 400 - 600 Chinese Yuan) - Occupation: All occupations - Social class: Middle class Shopping - Shopping reason: Satisfying demand for alcoholic beverages at a Behaviour reasonable cost - Benefits sought: Beers with premium ingredients, diverse & better flavors, healthful - Consumer Status: New/potential consumers - Attitude: Supportive and trending 1.2 Targeting: - Target Market Segment Assessment: + Market segment size: The population between the ages of 20 and 60 accounts for 31% of China's population This is a potential market size, which is likely to be exploited because the customer base ranges from young to middle-aged, this is the age with high demand for alcoholic beverage products 22 + Growth potential of the market segment: Feasibility of expanding horizontally to neighboring provinces and focusing strongly on young and middle-aged customers with middle to high middle income + Profitability of the market segment: Quite potential as craft beer is a growing trend in China as well as in the world Especially in the past few years, e-commerce has become more exciting due to the impact of Covid-19 and people's shopping habits have shifted to online consumption With open demand and the development of economy and technology, China will be a potential market + Competition in the market segment: China has some domestic beer producers, who control a large portion of the market, are Snow Beer (China Resources Holdings), Tsingtao Beer (Tsingtao Brewery), Yanjing Beer (Beijing Yanjing Brewery) … China has also seen the amount of beer imported from foreign countries to China’s beer market, typically Germany and Belgium - Focus Strategy: To dominate the middle-class customer segment, iBiero applies a focused marketing strategy With this strategy, businesses will focus on serving many needs of the target customer group The goal is for businesses to gain widespread reputation, trust and ease in developing new products among loyal customers 1.3 Positioning: Product Products with affordable prices from medium to high, meet a variety of Characteristics customers in terms of taste, alcohol content… Brand Value The brand was founded by a founder with a deep passion for craft beer, with constant creativity that easily sets itself apart from other beers on the market Marketing Mix strategy (4P) 2.1 Product 2.1.1 Product quality In addition to the main ingredients of hops and barley, iBiero beer is also added with fruit and fruit ingredients to create a diverse alcohol content and flavor for the product This is the result of small batches of beer (microbrew) carefully stored in tanks (barrel) The craft beer making process is fermented, natural pasteurized and no preservatives are used Therefore, 23 Vietnamese craft beer iBiero has guaranteed quality and is very good for users' health iBiero should make good use of this good point by means of communication so that more consumers know about a craft beer product that meets food hygiene and safety standards 2.1.2 Product line Ibiero's product lines will remain the same with the following product lines: Craft ale, India Pale Ale (IPA), Lager, Stout, Specialty Beer (Fruit and Field Beer) When entering the Chinese market, the two product lines that will receive the most attention are Craft Ale and Specialty Beer These are the two product lines that are most suitable for the taste of Chinese craft beer With the Specialty Beer line, when coming to the Chinese market, a new taste named xí muội will be born for this beer line with a sour taste, low alcohol content, and a mild salty aftertaste to breathe the soul of Chinese culture to the new products as a way to welcome the Chinese market 2.1.3 Packaging Products The form of the product is also something that needs to be paid attention to Ibiero beer is bottled in thick glass so as not to affect the quality of the product and with the image on each beer bottle, each taste is a different Greek god Every bottles will be packed into pack, convenient for customers to buy and can be easier to handle And the new product of the Specialty line will be specially designed with the image of a god in Chinese culture with the flavor name printed in the transliteration as Wumei 2.1.4 Product taste Ibiero brings many different unique flavors to meet different needs for many different customers With five product lines with different levels of alcohol with a variety of flavors and colors, it is impossible for diners to stop being curious and eager to discover the flavors that Ibiero brings In the foreign recipe standards, there are craft beers that only go well with fruit, some that can only be eaten with cheese, not with meat, or fish… However, all the flavors that Ibiero have are easy to drink, even with a person who hasn’t tasted craft beer before Also drinking craft beer is often seen as a form of beer enjoyment, not drinking, so when exporting to China, the taste of Ibiero will be preserved 2.2 Price 2.2.1 Product pricing strategy 24 Ibiero arranges its product prices like mid-priced products in the Chinese craft beer market to satisfy the needs of the local population Its products sold for around RMB50 per beer bottle (nearly VND 175,000) With this price, Ibiero can attract all customers, especially the middle class At the same time, Ibiero also offers a variety of set beers at a lower price than retail for customers 2.2.2 Price policy Use a product pricing strategy based on market penetration (Penetration Pricing Strategy) Market entry stage: - At this stage, Ibiero is new to the market, so the goal is to attract new customers from competitors Ibiero uses a low pricing strategy to attract customers to know the brand and try new products - Applying a short-term discount strategy combined with many chapter promotions and incentives to hit the customer's psychology, create a feeling of wanting to buy the product at a reasonable price Growth stage: - Apply price stabilization strategy to suit business activities of the business towards the goal of profit and expansion - To increase sales and attract public attention, implement a discount strategy on festivals and special days (Black Friday, Brand's Birthday, ) 2.3 Place As iBiero is just a small company and after analyzing all the factors above, indirect export will be the best choice when entering the China market However, the social network in China is hard for foreign companies to get in when first entering the market In the early stages of market penetration, the best way for iBiero is to approach reputable retail stores which are allowed to sell alcohol such as some supermarkets such as RT-mart, Walmart China, Metro, or specialized stores for alcohol After attracting a fair number of customers, iBiero can consider partnering with pubs or restaurants to include its craft beer as a drink on the menu for customers In addition, the company can take advantage of selling its products at duty-free shops, combined with specialized stores at Beijing and Guangzhou 25 international airports These two airports have a high density of people, so the ability to contact customers is also quite high As Chinese social networks are complicated for the foreign companies, it will take iBiero a long time to use this method for selling products iBiero can sell products online through some ecommerce platforms like Tmall Global or Epermarket One nearly good idea for the company after knowing clearly about how the network operates is to create a new website for only Chinese customers, which will be all used in Chinese If using this way, iBiero needs to find and cooperate with the domestic delivery companies, which helps iBiero to deliver products to the final consumers The advantage of this way is that companies can directly and control the marketing process on the website to the customers and just use shipping intermediaries in China 2.4 Promotion As a completely new brand with extremely low awareness, Ibiero will focus on increasing brand awareness and highlighting the distinct values of the products In addition, Ibiero chooses to adapt to the Chinese culture, the company will launch a new product line to exclusively serve the Chinese market, by combining the taste of wumei with craft beer 2.4.1 Advertising campaign Insight “I want to explore new types of beer such as imported beer, craft beer but I am afraid of the high alcohol content and exotic flavor of foreign beer compared to Chinese beer.” Most of the successful foreign beer firms which export beer to China like Brewdog, Anheuser-Busch InBev…, all concentrated on promoting exotic Western flavors of beer The Chinese spirit is almost forgotten when it comes to craft beer To a country as nationalistic as China, this invisibly poses a barrier for craft beer to reach consumers Big Idea EXPLORE CHINESE FLAVOUR IN FOREIGN CRAFT BEER Functional role: Satisfying the demand of consumers for craft beer, which provides a more diverse, richer taste and healthier ingredients than industrial beer 26 Emotional role: Remind consumers of bold Chinese-identity flavors Bring back childhood memories with nostalgia Key 品 Message (Taste Ibiero, Dive into the Chinese dream) 味 Execution  Ibiero ， 畅 想 中 国 梦 Place banners:  at supermarkets, bars, and stores that distribute Ibiero’s products  at the gym  at net shop/game shop  Run ads on social media platforms that are the most used in China such as Sina Weibo, Wechat, Bilibili, QQ, Douyin…  Run ads on e-commerce platforms and online supermarket such as Tmall, JD, Epermarket, Ele.me… 2.4.2 Sales promotion  Provide free samples at supermarkets for consumers to taste so they can experience the flavor and the quality of Ibiero’s products  Become a sponsor for beer festivals in China such as Electric city craft beer fest Shenzen, Craft Beer China Conference & Exhibition (CBCE), Beijing Autumn Craft Beer Festival… to get in touch with craft beer community  Held drinking contests at craft beer festivals to increase brand awareness and attract more consumers in the craft beer community 27 2.4.3 Product placement Pay to have Ibiero’s products featured in Chinese dramas According to Hub of China a market research agency based in China, product placement fees that C-dramas charge is getting way more low-cost due to the improvement of technology and the increase in the number of Cdramas With the help of technology, now a single scene can display several different products from different brands at the same time This gives small brands like Ibiero a chance to promote their products widely 28 Technologies are used to have variable brands displayed on a single movie scene 29 CONTROL AND EVALUATION From the researched information about the corporation and the market to enter China through tools and models such as SWOT, PESTLE, Ibiero can identify the opportunities and challenges when implementing the expansion strategy to penetrate deeply into the Chinese market as well as recognize its strengths and weaknesses, and from there make appropriate marketing strategies and goals This marketing strategy takes advantage of the opportunities offered by the Chinese market such as the large population, high demand for craft beer enjoyment, and demonstrates the strength of the product quality that Ibiero brings for the Chinese market The strategy is practical and feasible with appropriate objectives Safe strategy with features in product, price, distribution, and promotion First, the quality that meets the food safety standards remains the same along with the unique flavors of the product, the variety of product lines, the improvement of new products, and the new packaging and packaging Next is a suitable flexible price adjustment that contributes to increased awareness and significant attraction to target customers In addition, Ibiero's distribution method makes full use of resources with the ability to combine with restaurants, supermarkets, distribution agents in China and e-commerce platforms to help the group expand its business, providing products to consumers everywhere, increasing access to consumers, speeding up the sales process, increasing competition and sales A highlight when Ibiero chooses to enter is indirect export This may be Ibiero's safe choice, but to succeed, Ibiero must solve many difficulties 30 REFERENCES Hollensen, (2017) Global Marketing Retrieved from: https://lms.neu.edu.vn/ How to Export Alcohol to China Available at: https://www.mersolluo.com/how-to-exportalcohol-to-china/ How to Export Beer to China: The Ultimate Guide Available at: https://www.export2asia.com/blog/exporting-beer-to-china/ China - Country Commercial Guide Available at: https://www.trade.gov/country-commercialguides/china-distribution-and-sales-channels Country Comparison Available at: https://www.hofstede-insights.com/country- comparison/china,vietnam/ Craft beer in China: Brewery-backed app wants to mirror US category growth trajectory Available at: https://www.foodnavigator-asia.com/Article/2021/09/13/Craft-beer-in-China- Brewery-backed-app-wants-to-mirror-US-category-growth-trajectory#:~:text=While %20imported%20craft%20beer%20are,(US%243%2D4) Yi-lang Tang et al 2013 Alcohol and alcohol-related harm in China: policy changes needed Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3629448/ Fan Li et al 2018 Craft Beer in China Available at: https://www.researchgate.net/publication/321948192_Craft_Beer_in_China Abass A Olajire 2020 The brewing industry and environmental challenges Available at: https://www.sciencedirect.com/science/article/abs/pii/S0959652612001369 10 China’s beer market is the fastest growing in the world 2021 Available at: https://daxueconsulting.com/market-research-beer-market-in-china/#:~:text=Beer%20occupies %20an%20important%20position,more%20than%20the%20United%20States 11 China's Beer Market Undergoing Premium Transformation 2019 Available at: https://www.fitchsolutions.com/consumer-retail/chinas-beer-market-undergoing-premiumtransformation-12-03-2019 12 China PESTEL Analysis Available at: https://www.edrawmax.com/article/china-pestelanalysis.html 13 Chinese Culture Available at: https://www.chinahighlights.com/travelguide/culture/ 31