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Strategy is the strategic concept before - Analysis of strategic errors Maotai wine country

As the growth of people like different outlook on life and its values will be set profound impact on the future path of life. Similarly, with the continuous development and expansion of enterprises, strategies for more and more to become important. Strategic business development program for a period not only faced by the enterprises should be based on a variety of internal and external environmental situation size up the situation may be even more important is the starting point for developing a strategy - strategic concept, that is, why do business? Development of what is the purpose of the strategy? What kind of revenue it can get? And so on.
Maotai wine country, and always let people be proud of, but now, we feel it's aura with the rise of regional wines, is gradually weakened. This ring not only in the weakening of the wine industry more and more rapid growth of new forces of the market share of the occupation,[link widoczny dla zalogowanych], but also in Maotai own strategic mistakes, such a failure in the market competition is not one by one and the difference but whether the strategic choices of a war mistakes, mistakes of this brand of Maotai is a long-term.
Strategic Mistakes in the one: expanding line of error
recent years, Maotai in order to expand capacity, increase sales, in Guizhou, many large and small companies merged, these enterprises to fish do not vary Qi.
present, China's wine industry has begun production from the OEM during the transition to the monopolistic competition. The beginning of monopolistic competition, the main characterized by mergers, holding, shares and other forms of inter-enterprise combination. take the merger route
Maotai meet the development characteristics of monopolistic competition, but do not meet the liquor industry trends. Since 2004, liquor companies are using the reform is completed, after the reform of the local operating flexibility of private enterprises began to rise up and counter-old wine, by the return of consumer spending (as the rational consumption of the increasingly dominant, consumers in many consumer products, starting choose their own or through the introduction can feel, a real historical place high-quality products, gradually increasing local consumption of high-quality products), will quickly increase market share, in this case, sales of the brand across multiple regions more difficult, to make the national brands more difficult.
Maotai merger market in the region to consider its long-term goals, short term to rapid expansion, increasing base strength, but from the long-term development perspective, local enterprises will force a strong F-stragglers, Maotai is not conducive to long-term development.
Maotai in order to maintain brand image, will not dare to open up low-end market, thought by the merged enterprise to develop low-end products market. Maotai merger of enterprises, mostly in Guizhou enterprises, these companies want to sell their products out, some consumers will use the name is not known to open up the market, the brand will not bring the word Maotai, at best, is Maotai factory produced, must be cross-regional operations. Which can easily bring consumers do not buy it, management difficulties, easy to damage the main brand and other defects, and will appear to open up markets in other regions of low investment and high returns, it is difficult to defeat the local brands and other issues.
wine industry, especially sales of more than 85% of the total in the low-end wine and beer similar to the need to use the channel edge, brand, staff advantage of the rapid occupation of the market, with strong low-end consumers, the market can be supported. To this end, local wines Maotai need to mergers and acquisitions business, to achieve stable development.
strategic Myth: target market strategy view of the error
strategy determines the source of corporate profits, while the purpose of profit first in order to survive, and second, to develop. Is in a lifetime, or reach the stage of development, which determines the enterprise's strategic concept. And how to determine the stage of development of enterprises, it is necessary resources from the enterprises themselves and the true face and make comprehensive analysis of the marketing environment.
to Maotai, the 2003, 5600 kiloliters Maotai sales, sales 3.18 billion; 2004, 6000 kiloliters Maotai sales, sales revenue of more than 40 billion yuan over 2005 million liters sold, sales of billions of yuan, sales income of the first regardless of whether all produced by the parent brand Maotai sauce, at least we can see, Maotai is no
since it is not survival, then, is how to better survival; for Maotai, is how to better survive the global promotion of international marketing.
Maotai the political background of its special formation of a certain consumer groups, marketing Maotai to do one and then have consumer groups to promote the cycle of consumption; the second is to continue to expand new consumer groups.
In both, the second is more potential for development. Because China's consumption of liquor is limited, and tends to gradually decline in saturation. In 1996 production reached a peak of Chinese liquor 801.3 million liters, then began to decline. A significant decline since 1998, this trend has continued, wine production in 2001 equivalent to only half of 1996 --- 420.19 million liters. The 2003,2004 liquor production is even more years of decline and stabilized at around 400 million liters.
a result, the first by the consumer is limited; and the second by the consumer space is unlimited. Decline in the overall production of wine and a limited range of stability, Maotai need for greater market development, further than in the domestic market is relatively limited room for growth, then, can give the profits to survive Maotai better direction comes from broader international market.
out of the appearance of competition in the domestic low-end liquor to demeanor to the international market like China to accept Remy Martin, Hennessy also accepted our nation's national drink, this is strategic concept should Maotai.

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