An immigrant entrepreneur created Hi-Bridge Consulting Corporation, a business that imported and distributed alcoholic products in Canada, among other actions. In 2009, Yanjing beer was brought by the entrepreneur from China to Canada, although the Chinese brewery did not have an articulated international growth technique in the Canadian market at that time period.
Eventhough out-numbered challenges erupted in Canadian beer market, the entrepreneur made major headway. However, six years ensuing the introduction of the products, she realized that many Canadian consumers were still unaware of Yanjing beer and that she needed to locate an effective means to improve its market share. William Wei and Kimberley Howard are affiliated with Grant MacEwan College.
PUBLICATION DATE: September 11, 2014 PRODUCT #: W14442-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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