わが国ビール産業の競争政策と競争戦略

概要

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This paper examines the Japanese beer industry and firms from two aspects. Firstly, I consider competition policy and oligopolistic behaviors of beer industry. Secondly, I consider competitive strategy of beer firms, especially Asahi Breweries as a case study. As the Beer industry is highly oligopolistic and regulated, there are many possibilities of collusive agreements. Evidence of such collusion, was found in administered prices, cartels, and rebates for wholesalers and retailers. The sources of market power are huge expenditures for advertisement and sales promotion. The profit rates of the industry are seemingly not high, 1-6%, but real profit rates modified by liquor tax and above expenditures are very high, 14-31%. I clarified why and how Asahi breweries accomplished the reversion of market share, forcusing on two points: first, its Fresh Management for fresh beer and second, its intensive strategy for single products.
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