INTRODUCTION

The French market of beer knows a negative tendency.
Indeed, in the previous 25 years, the beer consumption moved back of 25%.
It passed, between 2007 and 2008, of 19.56 million hectolitres to 18.6 million hectolitres (- 5%).
The consumption per capita each year is around 30.6 litres.

In France, Kronenbourg and Heineken shared almost 70% of the market.
Here how, in 2009, was distributed the turnover between the leaders:

BREWERY | TURNOVER in million € on 2009 | KRONENBOURG | 813 | HEINEKEN | 900 |

In this context (gone in recession and predominance of powerful groups), how can a group as Brasserie de Tahiti optimize the sales and the distribution of the Hinano beer on the French market?

Brasserie de Tahiti located in Tahiti, in French Polynesia, is an industrial company, specialized in the production and the marketing of drinks.
The company proposes a very broad choice of products with more than 70 alcohols and fruit juices, water, fizzy drink references. Brasserie de Tahiti has its own brands, in particular the Hinano beer.
In addition, it has licence of production and distribution of the marks Coca-Cola, Schweppes, Orangina, as well as a licence of production of the Heineken beer.
In term of turover, Brasserie de Tahiti is the 6th company in French Polynesia with a turnover of 107.643.360€ in 2007. In term of personnel, it is the 7th company of French Polynesia since in 2007 it counted 407 paid.

Hinano, leading product of the Brasserie de Tahiti, is a beer lager (of luxury), of low fermentation, of gilded color, with 5% alcohol, with the marked bitterness.
It is manufactured in Tahiti, on the most modern production site of Southern Pacific islands making it possible to guarantee a high quality.
The Hinano beer was rewarded by international prizes (Gold medals Luxembourg & Brussels).

Hereunder, the functional strategy of Brasserie de Tahiti :

STRENGHT | WEAKNESS | *