Source of ongoing competitiveness at Asahi Breweries

How the growth of “Super Dry” resembles a two-stage rocket

Abstract

In the 20 years, since it first went on sale in 1987, Asahi’s Super Dry has continued to generate strong sales and maintain a high market share. A close examination of the developmental process reveals growth reminiscent of a two-stage rocket: the brand recorded explosive sales in the initial stage, followed by several years of stagnation before further growth. This shows that Super Dry was not merely “a flash in the pan,” but a product that maintained and even enhanced its competitiveness over the 20-year period since its introduction, facts worthy of consideration. How was Asahi Breweries able to maintain this type of competitiveness? How was Super Dry able to achieve second-stage growth? The authors believe that the key to answering these questions lies in a multilayered analysis of competitiveness and the compatibility of process characteristics and organizational strength.