Problems
1. The company only has one major product which is “Super Dry” that makes a lot of sales (95 percent of Asahi Beer). Then it launched two new products which are “Super Yeast” and “Z” that are not successful as “Super Dry”. Therefore, this makes the company relies on one product and the company could be failed if “Super Dry” has been fallen and the company might have to close down so it’s too risky to depend on one major product.
2. There is a conflict in the organization between production and sales division. They often blame each other for the company’s poor performance because of bad relationship among them. Therefore, the production division just does their jobs and ensures that their products are the best while the sales division tries to meet the consumer needs because they lack of communication to tune their ideas.
3. Since postwar period to 1983, there was no taste preference survey. There was only survey from people who visited the company. Therefore, the firm didn’t really know the consumer needs during that time so this makes the company had poor performance in that time and went to the wrong direction.
4. The demand of “Super Dry” exceeds the capacity in producing “Super Dry” and the company solved the problem by prohibition the employees not to buy it which might be wrong solution. This solution didn’t fix the problem in the long run because it won’t increase the capacity of the plants.
5. There are many competitors in the market but the firm’s product such as “Super Dry” can’t be different from the product line of the competitors therefore the consumers don’t recognize the difference between its own product and rivals’ products. This might cause the company to lose market share and decrease in sales.
6. Chief Makoto Sugiura ...