Marketing Situational Analysis 2022

Marketing

MARKETING 1
4. Situational Analysis
4.1 Industry Analysis
4.1.1
Beer is a popular alcoholic drink which was introduced firstly in Japan during the 17th
century. It all started when Dutch traders opened a beer hall for sailors in Nagasaki. It was
established in the year 1869 in the town of Yokohama. After that date, it becomes the most
popular drink in Japan which is commonly consumed at homes (Mentalitch, 2019).
As discussed, it is the most popular drink in Japan as the people highly consumed beer.
There are around 187.37 million of people consumes the beer in the year 2012. In 2014, Japan
was recognized at the 51st spot which is equal to 42.3 liters of consumption of beer per person
(Mordor Intelligence, 2020).
4.1.2. Trends and Drivers
Consumers are the main drivers of the industry as the demand of the product is totally
bases on the taste of consumers. It is required for the company to take care of the people demand
so that they can satisfy with the product.
Fluctuation of economic is also key driver as the willingness of consumers are totally
relies on their demand. It has been found that the increasing economic helps to increase the
demand of consumers which directly affects the Hitachino Nest Beer business.
4.1.3.
Industry Trends

MARKETING 2
Growing preference for low alcohol: It is observed that the preference of consumers towards the
less percentage of alcohol has been increases.
Surging demand of beer: It is the largest and one of the fastest growing market that consume the
drink about one-third of global market.
Changing lifestyle- Changing lifestyle of consumers may affect the beer industry in terms of
volume of sales. As the consumers are getting more health conscious due to which their demand
towards low alcohol has been increases (Business Wire, 2019).
New Categories of Customers
The customers of beers are classified in different categories such as 38% of beer
consumers are loyalists, 25% of experimenters, 15% of are Aspirers, 12% of trend seekers and
10% are sippers (Restaurant Business, 2012).
4.1.4. Legal, Political &Economic Factors
In 2017, government of Japan carried out the amendments to Liquor tax to restrict retailer
discounting of alcohol. The amendments increase the prices of bills those are required to be paid
by the consumers.
4.1.5. Sociocultural Factors
It is observed that the market has been changing fast due to changing the lifestyle of
consumers. The lifestyle of consumers has been change as the demand of customers towards the
low alcohol has been increases.