Asahi Brewers, Ltd

924 Words4 Pages
In January 1989, Asahi Brewers, Ltd., was faced with a decision whether to expand its brewing and packaging capacity to 2,100,000 kiloliters per year in the year 1990. Its capacity at present level is 880,000 kiloliters per year. The cost for such an expansion would require an investment of 100 billion yen in 1989 and 130 billion yen in 1990. That translates into 80 and 104 billion U.S. dollars, respectively. Asahi’s other option was to remain at the current level of production. The Super Dry Beer had been a successful product for them but because of the success they have only been able to keep up with 70% of demand due to their present brewing and capacity level, therefore losing out on sales. There are some financial conditions to take into account in making the decision. The cost of the debt that will be incurred if they were to proceed with an expansion decision would mean large payments on debt which would strain the cash flow. Also, the increase of the debt will reduce the debt to capital ratio which could affect the company’s credit ratings. Another issue to take into considerations is how the consumers will view such a move. Will they be happy to see that the company is trying to meet their needs or will they have short-term memory and just decide to venture into new items on the market? Will the expansion be too late in meeting their needs or will it increase sales income? Also they must take into consideration the effects of the volume increase on their distributors. In addition, the present reality of the current shortage of sales and administrative staff needs to be considered. Finally, we must think about how this expansion will affect the company’s culture whether in a good or bad way. If Asahi chooses to expand there could be an upfront financial investment which could be burdensome. This is not the case here due to the fact they could
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