Harbin Brewery Pest Analysis

1.0 Introduction

Nowadays, Beer is one of mankind 's oldest alcoholic beverage, after water and tea consumption in the world 's third-ranked drinks. Harbin Brewery was founded in 1908. This is China 's first beer brand and was the only one Chinese beer maker. Today, Chinese people still like it. The group has eleven medium-sized beer producer, with an annual sales of nearly one million tons. The current, Harbin Brewery sold to other provinces, autonomous regions and exported to Europe countries. Harbin Brewery 's products are using the "Harbin Beer" or "Harbin" to name, or based on ingredients and manufacturing method to named, main product is: MD, fresh, icy, special ultra-fresh, the wheat king, pure ice . In recent years, Harbin Beer company through the use of brand strategy and gradually establish a comprehensive, online marketing tools, while change management approach. This shows that the Harbin Brewery Group not only has a strong brand appeal, but also has an effective management strategy and superior integration capabilities.

2.0 PESTEL

PESTEL analysis model is a strong tool for the analysis. For the analysis of its business environment and economic situation, not only to analyze the internal environment, such as technological factors. While also analyzing external environmental factors, such

The rapid development of today 's social-economic level, the beer industry, the growing complexity of the market environment. Followed by face a variety of legal issues. According to the State Administration of Quality Supervision saying, "Food Safety Law" will be introduced, which requires companies to upgrade their skill, and the use of high-tech equipment to brew and detect security issues. Last year 's "Beer formaldehyde event" would see the beer industry still ignored the law, led to bring a series of negative