Journal article Open Access

Marketing Strategy Analysis of Thai Asia Pacific Brewery Company

Sinee Sankrusme


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        <foaf:name>Sinee Sankrusme</foaf:name>
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    <dct:title>Marketing Strategy Analysis of Thai Asia Pacific Brewery Company</dct:title>
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    <dct:issued rdf:datatype="http://www.w3.org/2001/XMLSchema#gYear">2013</dct:issued>
    <dcat:keyword>Marketing Strategy</dcat:keyword>
    <dcat:keyword>Beer</dcat:keyword>
    <dcat:keyword>Thai Asia Pacific Brewery Company.</dcat:keyword>
    <dct:issued rdf:datatype="http://www.w3.org/2001/XMLSchema#date">2013-07-20</dct:issued>
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    <dct:description>&lt;p&gt;The study was a case study analysis about Thai Asia&lt;br&gt; Pacific Brewery Company. The purpose was to analyze the&lt;br&gt; company&amp;rsquo;s marketing objective, marketing strategy at company level,&lt;br&gt; and marketing mix before liquor liberalization in 2000. Methods used&lt;br&gt; in this study were qualitative and descriptive research approach&lt;br&gt; which demonstrated the following results of the study demonstrated&lt;br&gt; as follows: (1) Marketing objective was to increase market share of&lt;br&gt; Heineken and Amtel, (2) the company&amp;rsquo;s marketing strategies were&lt;br&gt; brand building strategy and distribution strategy. Additionally, the&lt;br&gt; company also conducted marketing mix strategy as follows. Product&lt;br&gt; strategy: The company added more beer brands namely Amstel and&lt;br&gt; Tiger to provide additional choice to consumers, product and&lt;br&gt; marketing research, and product development. Price strategy: the&lt;br&gt; company had taken the following into consideration: cost,&lt;br&gt; competitor, market, economic situation and tax. Promotion strategy:&lt;br&gt; the company conducted sales promotion and advertising. Distribution&lt;br&gt; strategy: the company extended channels its channels of distribution&lt;br&gt; into food shops, pubs and various entertainment places. This strategy&lt;br&gt; benefited interested persons and people who were engaged in the beer&lt;br&gt; business.&lt;/p&gt;</dct:description>
    <dct:description xml:lang="">{"references": ["&lt;p&gt;", "Bradley, Frank. 1995. Marketing Management Providing,\nCommunication and Delivering Value. London: Prentice Hall.", "Cannon, Joseph P. 2008. Basic Marketing: A Global Managerial\nApproach. New York: McGraw-Hill Irwin.", "Schewe, Charles D. &amp; Smith, Rueben. 1983. Marketing: Concept and\nApplications. New York: McGraw-Hill Book Company.", "Jain, Subhash C. 1990. Marketing Planning &amp; Strategy. Cincinnati, OH:\nSouth-Western Publishing Company.&lt;/p&gt;"]}</dct:description>
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