First the business model for Asahi needs to change. The current business model the president of the company described the company as “We are a ‘beer company”.
This is a simple definition of the company. In order to distinguish themselves from their competitors the company needs to redefine themselves. They should therefore develop a catchy slogan that will define the company and subsequently their products. Furthermore they argued that they were able to explode the myth of Japanese and the myth that all beers taste the same.
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