References - Springer978-3-663-08199-9/1.pdf · 207 Contractor, F.J. (1985) Licensing in...

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Appendix

223

Appendix A: Interviewees'

Interviews with Representatives from Brewing Companies

Name/ Company Date/ Location

Position Duration

Naomichi Asano Kirin Brewery Company 25.1l.96 Tokyo -

Board Director, 60 minutes Japan

Chief Operating Officer

Kirin International

Chris J.E. Barrow South African Breweries - 06.11.96 Hong Kong-

Managing Director International Beer Interests Asia 100 minutes PR China

Clifton E. Davis Anheuser-Busch China 23.01.97 Shanghai -Deputy Managing Director, 75 minutes PRChina

Vice President, HR

Gus Guthrie Bass Ginsber Group 22.08.96 Telephone

General Manager 50 minutes Interview

Fred Haferkamp Holsten-Brauerei 22.08.97 Telephone

Director 60 minutes Interview

Marketing & Sales,

International Division

Udo Franke Head of P.R. Department

HoHo Shanghai Mila Brew Co. 04.06.96 Shanghai -

Director General Manager 60 minutes PR China

Richard Ho Interbrew 02.12.96 Hong Kong-

General Manager, China 75 minutes PR China

Guideon Hofstede Danone International Brands 19.08.96 Shanghai -

Promotion Manager 50 minutes PRChina

Jean-Paul van Hollebeke Heineken Internationaal Beheer 10.05.95 Amsterdam -

Deputy Director Asia 120 minutes Netherlands

Pacific

Peter E. Dadzis Heineken Marketing

Marketing Director Asia Pacific

Werner Jung Wiener Bier Shanghai 15.08.96 Shanghai -

General Manager 90 minutes PRChina

I The positions and companies of the interviewees are fixed at the time when the interviews took place. Subsequent changes in responsibilities have, therefore, not been regarded.

224

Interviews with Representatives from Brewing Companies

Namei Company Date! Location Position Duration

Frank Kraan Grolsch Asia Pacific 15.01.97 Shanghai -Area Manager ShanAhai 60 minutes PRChina

Alain Larocque Asia Pacific Breweries - 09.07.95 Hong Kong -General Manager China Commercial Organisation 80 minutes PRChina

Udo Leipold Salm Asia 20.07.97 Shanghai -Brewmaster 45 minutes PRChina

Gil Lempert-Schwarz Asia Irmex 03.15.97 Telephone Regional Manager 40 minutes Interview

Jesper B. Madsen Carlsberg Brewery Hong Kong 29.11.96 Hong Kong -Managing Director 75 minutes PRChina

Rob Marijnen Heineken Hong Kong 18.07.97 Telephone General Manager 60 minutes Interview

Steve Mason Lion Nathan 12.01.96 Shanghai -Marketing Director, China 120 minutes PRChina

Thomas P. McMullen Alliance Brewing Group 28.01.97 Beijing -President 50 minutes PRChina

Eric Nelissen Heineken Hong Kong 24.05.95 Zurich -General Manager 80 minutes Switzerland

Yukito Ohtsuki Asahi Breweries 28.03.97 Telephone General Manager, 40 minutes Interview Shanghai Office

Maarten H. Rijkens Heineken Internationaal Beheer 04.06.97 Amsterdam-Director Asia Pacific 70 minutes Netherlands

Paul Vaessen Bavaria 09.11.96 Shanghai -Sales Director Far East 60 minutes PRChina

Gilles Watsworth Guinnes Brewing Worldwide 01.09.97 Telephone Marketing Manager, 50 minutes Interview Greater China

Jiirgen Weber Hofbrau 31.10.97 Telephone Brewmaster 60 minutes Interview

Bent Salinger Technical Director

Franz Weigerstorfer Putian Jinse Brewery Co. 09.12.96 Putian -General Manager 120 minutes PRChina

I (Production)

Flemming With-Seidelin Nimrod Group 17.12.96 Hong Kong -Senior Vice-President 85 minutes PRChina

225

Interviews with Representatives from Soft Drink Companies

Name/ Company Date/ Place

Position Duration

George Chu Coca-Cola China 30.07.96 Shanghai -

General Manager Shanghai Shen-mei Beverage & 75 minutes PRChina

Food Co. - Concentrate Division

Paul Etchells Swire Beverages 18.12.96 HongKong-

Managing Director 75 minutes PRChina

Bernard Kam Pepsi Co. 09.01.97 Telephone

Marketing Director, 50 minutes Interview

Greater China

Ian G. Roper Cadbury Schweppes 29.08.97 Telephone

Regional General Manager, 40 minutes Interview

Greater China

Interviews with Representatives from Advertising Agencies

Name/ Company Date/ Place

Position Duration

James Chadwick Grey Advertising Hong Kong 13.12.96 Hong Kong-

Manager- 60 minutes PRChina

Strategic Development

Joe Wang Ogilvy & Mather Hong Kong 11.12.96 Hong Kong -

General Manager 60 minutes PRChina

Dennis Wong Leo Burnett Shanghai Advertising 18.12.96 Hong Kong -

Managing Director Co. 50 minutes PRChina

Mike Wong J. Walter Thompson Company 12.12.96 Hong Kong -

Business Director 60 minutes PRChina

Jeffrey Yu Bates Advertising, 13.12.96 Hong Kong -

Chief Executive Hong Kong Office 70 minutes PRChina

226

Interviews with Representatives from Distribution Companies

Name/ Company Date/ Place Position Duration

Steve Chao Shanghai Majestic Eagle Trading 16.10.96 Shanghai -General Manager Co. 120 minutes PR China

Paul Clark Montrose Food & Wine 28.08.96 Shanghai -Shanghai Manager 55 minutes PR China

TimothyWu Inchcape Marketing Services 10.01.97 Hong Kong-Chief Executive - 50 minutes PR China Blair, Ruby & Tianshan

Division

Beyond Zhang Shanghai T ait Investment 22.01.97 Shanghai -Sales Executive - Consulting Co. 50 minutes PR China Beverage Division

Interviews with Representatives from Diverse Industries and Institutions

Name/ Company Date/ Place Position Duration

Andrew G. Baird J.P. Morgan Securities Asia 17.12.96 Hong Kong-Director of Equity Research 70 minutes PRChina

Wing-Kwong Chan McKinsey & Company 10.12.96 Hong Kong-

Engagement Manager 50 minutes PR China

Michael W.O. Garrett Nestle 14.12.97 St.Gallen -Executive Vice President 80 minutes Switzerland

Vincent Gauthier Hewitt Associates 14.01.97 Shanghai -

Office Manager 90 minutes PR China

Andy Lu Arthur Andersen 22.01.97 Shanghai -Business Consulting 60 minutes PRChina Manager

Lu Zhi Qing Shanghai Light Industry Holding, 11.07.96 Shanghai -

Director Senior Economist Marketing Department 50 minutes PR China

Rudolf Messner Zumtobel Coffee & Foods Co., 17.01.97 Shanghai -

Representative Shanghai 100 minutes PRChina

Katherine Newman Mack Kleinwort Benson Securities 06.11.96 Hong Kong -

Director, Research . (Asia) 40 minutes PRChina

Dennis Wang Chinese University of 04.12.96 Hong Kong-

Professor Hong Kong 50 minutes PR China

Yuan Xu Fudan University 11.06.96 Shanghai -

Director, Professor 60 minutes PR China

227

Appendix B: Interview Guidance

Questionnaire - Companies with Export Activities in China

Subject Area 1: Company Background and China Commitment

• Could you tell me briefly about your professional background and your experience in

international markets?

• Which department in your company is responsible for the China operations?

• When did your company first think about entering the Chinese market?

• When did your company decide to enter China and what were the subsequent actions

undertaken after the decision was made?

• Could you describe your company's strategy in China?

• Has there been any change in this strategy since your company's entrance?

• Is the China entry strategy in line with the company's global strategy? If not, what are

the special features of the Chinese market/environment that forced your company to

adapt their global market entry strategy to China?

• What are the strategic and financial objectives of your company in China?

• What are the most pressing challenges/issues for your company in China?

Subject Area 2: Design o/the Market Entry Mode

• Why did your company enter China via exports from facilities abroad instead of

foreign direct investments or licensing agreements?

• Would you repeat your initial decision to penetrate the Chinese market by the same

entry mode, or would you use a different entry mode?

• Do you think that your company entered the Chinese market at the right time? If not,

when is or was the right time to enter?

• What are the main requirements a local (distribution) partner has to meet in China?

• In which areas do you expect your partners to add value to your operations?

• Does your local partner's interest conflict with your company's? If yes, what are the

conflicting areas?

• What are three key factors for running successful exporting operations into China?

228

Subject Area 3: Development of the Marketing Plan in China

Product Decisions

• Did your company adapt their international brand for the Chinese market with regard

to packaging (including labeling) and taste?

• How did your company transpose its international brand name into China and how

does it ensure the recognition of its brand name?

Pricing Decisions

• What kind of pricing policy does your company pursue?

• Does your company pursue a single- or a multiple pricing policy in China?

• To what extent can or should the final buyer's price be set in China?

Promotion Decisions

• Which consumer group(s) does your company target with its brand?

• What are the key aspects of your company's communication strategy towards the

consumers, and more specifically how do you differentiate your brand from other

brands?

• In respect to the media selection, what are the media instruments most frequently used

by your company?

• Could you make an indication about the money and efforts your company spends on

promotion?

Distribution Decisions

• What is your opinion of a country-wide vs. a selected regions market entry into China?

• What kind of channel structure does your company use in China?

• Does your company intend to set up its own distribution network, buy into an existing

one, or will it rely on independent intermediaries?

• How does your company ensure the physical movement of its products?

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Questionnaire - Companies with Contractual Arrangements in China





• When did your company first think about entering the Chinese market?








• What are the strategic and financial objectives of your company's activities in China?


Subject Area 2: Design of the Market Entry Mode

• Why did your company enter China via a contractual arrangement instead of exporting

from facilities abroad or foreign direct investments?





• What are the main requirements a local partner has to meet in China in order to be

considered for a contractual agreement of your company?

• In which areas do you expect your partner to add value to your operations?


areas of conflict?

• Could you briefly outline the specific design of the contract concerning payment, sales

territory and duration?

• How many expatriates of your company are currently being employed in China and

what positions do they hold?

• What are three key factors for running successful contractual operations in China?

230

Subject Area 3: Development of the Marketing Plan in China

Product Decisions

• Did your company adapt its international brand for the Chinese market with regard to

packaging (including labeling) and taste?



Pricing Decisions

• Who is in charge of the pricing policy, the contract partner or your company?

• What kind of pricing policy is pursued?

• To what extent do you manage to control the pricing of your products?

Promotion Decisions

• Which consumer group(s) does your company target with its brand?


consumers and more specifically, how do you differentiate your brand from other

brands?


by your company?


promotion?




• Does your company intend to set up its own distribution network, or will it rely on

independent intermediaries?


231

Questionnaire - Companies with Foreign Direct Investments in China












• What are the strategic and financial objectives of your company's activities in China?


Subject Area 2: Design o/the Market Entry Mode

• Why did your company enter China via foreign direct investments instead of exporting

from facilities abroad or licensing agreements?





• What amount of money has your company invested in its Chinese joint venture(s), and

more specifically what was the money used for?

• What is the percentage of ownership your company has in the joint venture and who is

(are) the other partner( s)?

• Do you consider your company's level of ownership to be ideal?

• What are the main requirements a local partner has to meet in China in order to be

considered for an equity investment of your company?

• What criteria does the local brand have to fulfill?

• In which areas do you expect your partners to add value to your operations?


areas of conflict?

232

• How many expatriates of your company are currently being employed in China and

what positions do they hold?

• What are three key factors for running a successful joint venture in China?

Subject Area 3: Development o/the Marketing Plan in China

Product Decisions

• Does your company emphasize developing its international or local brand(s)?

• Did your company adapt their international brand for the Chinese market with regard




Pricing Decisions

• What kind of pricing policy does your company pursue, both for the local and

international brand?

• Does your company pursue a single- or a multiple pricing policy in China?

• To what extent can or should the final buyer's price be set in China?

Promotions Decisions

• Which consumer group(s) does your company target with its brands?


consumers, both for the local and international brand?


by your company?


promotion?




• To what extent can the same channels be used for the local and international brand?

• Does your company intend to set up its own distribution network, buy into an existing

one, or will it rely on independent intermediaries?


233

Questionnaire - Advertising Agencies

• What are the key issues that consumer goods companies face concerning their

promotional activities in China?

• What have been the most common mistakes made by international consumer goods

companies with respect to their promotional activities over the past decade?

• Should a company consider developing the local brand first, the international brand, or

both at the same time?

• Should a company adapt their international brand for the Chinese market with regard


• How should companies transpose their international brand name into China and how

should they ensure the recognition of their brand names?

• What kind of pricing policy should companies pursue, both for the local and

international brand?

• Which segments are said to be most influential for purchasing decisions, and more

specifically, which segments should brewing and/or soft drink companies focus on?

• What kind of communication strategy works best in China (image or lifestyle

association, explanatory, educational, . .), and more specifically, how should companies

differentiate their international brand from other brands?

• Should companies primarily focus on building brand awareness or also brand loyalty?

• In respect to media selection, what are the most effective forms of media, and are

these on a local or national level?

• Given the dearth of knowledge about Chinese tastes and consumer behavior, what

alternative forms of conducting effective marketing research are available?

• What are the most salient problems related to media buying in China?

• What are the three most important factors in developing and executing a successful

China-specific marketing strategy?

234

Questionnaire - Distribution Companies

• Could you tell me briefly about the products you are distributing in China?

• How would you describe the current distribution situation in China and the changes

which have found place over the past decade?

• What developments are likely to take place in the near future?

• How would you advice consumer goods companies to structure their distribution

activities in China?

• What are the requirements a local distributor or wholesaler has to meet and how can it

be found?

• What are effective ways to handle wholesalers?

• How should companies ensure regular payments of their wholesalers and/or retailers?

• What are the key issues in training salespeople?

• Would you rather opt for a country-wide or a selected region market approach?

• Do you see advertising as a major tool to boost distribution?

• How should companies ensure the physical movement of their products?

• What are three key factors for successful distribution in China?

References - Springer978-3-663-08199-9/1.pdf · 207 Contractor, F.J. (1985) Licensing in...

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