The Challenges Moutai Faces When Developing Its UK Market
Feng Li
Wenhua College, Wuhan, China.
DOI: 10.4236/ajibm.2014.411072   PDF   HTML   XML   6,068 Downloads   7,369 Views   Citations


As Chinese government has been started a movement that encourages consumers to save more and fight against waste, the sales of Chinese spirits have dropped off in domestic markets. In order to increase sales and brand equity in the world alcohol industry, the Chinese spirits suppliers have to explore new markets and find opportunities in the US and Europe. Some famous liquor’s brands, such as Moutai, have already put more emphasis on overseas markets than before and aim to outsource more products to increase the market share. Therefore, this paper aims to find barriers for Moutai to enter into the UK market, identify its target customers, find strategic solutions to penetrate into the UK market and achieve its market goals.

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Li, F. (2014) The Challenges Moutai Faces When Developing Its UK Market. American Journal of Industrial and Business Management, 4, 671-676. doi: 10.4236/ajibm.2014.411072.

Conflicts of Interest

The authors declare no conflicts of interest.


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