Journal article Open Access

Marketing Strategy Analysis of Thai Asia Pacific Brewery Company

Sinee Sankrusme


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{
  "publisher": "Zenodo", 
  "DOI": "10.5281/zenodo.1087496", 
  "language": "eng", 
  "title": "Marketing Strategy Analysis of Thai Asia Pacific Brewery Company", 
  "issued": {
    "date-parts": [
      [
        2013, 
        7, 
        20
      ]
    ]
  }, 
  "abstract": "<p>The study was a case study analysis about Thai Asia<br>\nPacific Brewery Company. The purpose was to analyze the<br>\ncompany&rsquo;s marketing objective, marketing strategy at company level,<br>\nand marketing mix before liquor liberalization in 2000. Methods used<br>\nin this study were qualitative and descriptive research approach<br>\nwhich demonstrated the following results of the study demonstrated<br>\nas follows: (1) Marketing objective was to increase market share of<br>\nHeineken and Amtel, (2) the company&rsquo;s marketing strategies were<br>\nbrand building strategy and distribution strategy. Additionally, the<br>\ncompany also conducted marketing mix strategy as follows. Product<br>\nstrategy: The company added more beer brands namely Amstel and<br>\nTiger to provide additional choice to consumers, product and<br>\nmarketing research, and product development. Price strategy: the<br>\ncompany had taken the following into consideration: cost,<br>\ncompetitor, market, economic situation and tax. Promotion strategy:<br>\nthe company conducted sales promotion and advertising. Distribution<br>\nstrategy: the company extended channels its channels of distribution<br>\ninto food shops, pubs and various entertainment places. This strategy<br>\nbenefited interested persons and people who were engaged in the beer<br>\nbusiness.</p>", 
  "author": [
    {
      "family": "Sinee Sankrusme"
    }
  ], 
  "version": "16558", 
  "type": "article-journal", 
  "id": "1087496"
}
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