1) What are the two most important general environmental forces affecting the Japanese beer industry that have driven expansion into the Happoshu market? Provide evidence of their importance. (10 points)
2) Analyze the intensity of rivalry in the Japanese beer industry. What are the two most important forces and what impact do they have on the profitability of the industry? (10 points)
3) What are two of Asahi’s key resources and/or capabilities and what level of competitive advantage do they offer? (10 points)
4) Analyzing Asahi’s value chain, where do they create value above and beyond the activities pursued by rivals? How do you know? (10 points)
5) Analyze the competitive rivalry in the Japanese beer industry. What level of market commonality and resource similarity does Kirin have with Asahi? How do you know whether Kirin is high or low in each? (10 points)
6) Assuming Asahi does enter, what type of competitive action should they use (entrepreneurial, ricardian, deterrent or co-optive)? Why? What would this attack look like in practice? (10 points)
7) If Asahi enters the Happoshu market, do you expect a response from Suntory and/or Sapporo? Why? What would this response look like in terms of a competitive action (entrepreneurial, ricardian, deterrent or co-optive)? What does this action look like in practice (assume that merging the firms is not an option) (10 points)
