South African Breweries (SAB) was the only profitable international beer in a crowded and hyper-competitive beer market in China. Deep understanding of SAB in new market conditions allowed him to develop a unique strategy for the Chinese market, which led to a large market share in each of the provinces in which it was present. However, he served only 5% of the huge population of China. Managing director faced with decisions: how to expand into other markets, where the approach SAB would be played like SAB can expand its successful business model in new markets, and that will be when he ran head to head with the global giants or well-positioned local competitors. "Hide
by Niraj Dawar, Donna Everatt Source: Richard Ivey School of Business Foundation 23 pages. Publication Date: September 26, 2000. Prod. # 900A24-PDF-ENG
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