Journal article Open Access
Sinee Sankrusme
<?xml version='1.0' encoding='utf-8'?> <rdf:RDF xmlns:rdf="http://www.w3.org/1999/02/22-rdf-syntax-ns#" xmlns:adms="http://www.w3.org/ns/adms#" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:dct="http://purl.org/dc/terms/" xmlns:dctype="http://purl.org/dc/dcmitype/" xmlns:dcat="http://www.w3.org/ns/dcat#" xmlns:duv="http://www.w3.org/ns/duv#" xmlns:foaf="http://xmlns.com/foaf/0.1/" xmlns:frapo="http://purl.org/cerif/frapo/" xmlns:geo="http://www.w3.org/2003/01/geo/wgs84_pos#" xmlns:gsp="http://www.opengis.net/ont/geosparql#" xmlns:locn="http://www.w3.org/ns/locn#" xmlns:org="http://www.w3.org/ns/org#" xmlns:owl="http://www.w3.org/2002/07/owl#" xmlns:prov="http://www.w3.org/ns/prov#" xmlns:rdfs="http://www.w3.org/2000/01/rdf-schema#" xmlns:schema="http://schema.org/" xmlns:skos="http://www.w3.org/2004/02/skos/core#" xmlns:vcard="http://www.w3.org/2006/vcard/ns#" xmlns:wdrs="http://www.w3.org/2007/05/powder-s#"> <rdf:Description rdf:about="https://doi.org/10.5281/zenodo.1087496"> <rdf:type rdf:resource="http://www.w3.org/ns/dcat#Dataset"/> <dct:type rdf:resource="http://purl.org/dc/dcmitype/Text"/> <dct:identifier rdf:datatype="http://www.w3.org/2001/XMLSchema#anyURI">https://doi.org/10.5281/zenodo.1087496</dct:identifier> <foaf:page rdf:resource="https://doi.org/10.5281/zenodo.1087496"/> <dct:creator> <rdf:Description> <rdf:type rdf:resource="http://xmlns.com/foaf/0.1/Agent"/> <foaf:name>Sinee Sankrusme</foaf:name> </rdf:Description> </dct:creator> <dct:title>Marketing Strategy Analysis of Thai Asia Pacific Brewery Company</dct:title> <dct:publisher> <foaf:Agent> <foaf:name>Zenodo</foaf:name> </foaf:Agent> </dct:publisher> <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> <dct:language rdf:resource="http://publications.europa.eu/resource/authority/language/ENG"/> <owl:sameAs rdf:resource="https://zenodo.org/record/1087496"/> <adms:identifier> <adms:Identifier> <skos:notation rdf:datatype="http://www.w3.org/2001/XMLSchema#anyURI">https://zenodo.org/record/1087496</skos:notation> <adms:schemeAgency>url</adms:schemeAgency> </adms:Identifier> </adms:identifier> <dct:isVersionOf rdf:resource="https://doi.org/10.5281/zenodo.1087495"/> <dct:isPartOf rdf:resource="https://zenodo.org/communities/waset"/> <owl:versionInfo>16558</owl:versionInfo> <dct:description><p>The study was a case study analysis about Thai Asia<br> Pacific Brewery Company. The purpose was to analyze the<br> company&rsquo;s marketing objective, marketing strategy at company level,<br> and marketing mix before liquor liberalization in 2000. Methods used<br> in this study were qualitative and descriptive research approach<br> which demonstrated the following results of the study demonstrated<br> as follows: (1) Marketing objective was to increase market share of<br> Heineken and Amtel, (2) the company&rsquo;s marketing strategies were<br> brand building strategy and distribution strategy. Additionally, the<br> company also conducted marketing mix strategy as follows. Product<br> strategy: The company added more beer brands namely Amstel and<br> Tiger to provide additional choice to consumers, product and<br> marketing research, and product development. Price strategy: the<br> company had taken the following into consideration: cost,<br> competitor, market, economic situation and tax. Promotion strategy:<br> the company conducted sales promotion and advertising. Distribution<br> strategy: the company extended channels its channels of distribution<br> into food shops, pubs and various entertainment places. This strategy<br> benefited interested persons and people who were engaged in the beer<br> business.</p></dct:description> <dct:description>{"references": ["<p>", "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. & Smith, Rueben. 1983. Marketing: Concept and\nApplications. New York: McGraw-Hill Book Company.", "Jain, Subhash C. 1990. Marketing Planning & Strategy. Cincinnati, OH:\nSouth-Western Publishing Company.</p>"]}</dct:description> <dct:accessRights rdf:resource="http://publications.europa.eu/resource/authority/access-right/PUBLIC"/> <dct:accessRights> <dct:RightsStatement rdf:about="info:eu-repo/semantics/openAccess"> <rdfs:label>Open Access</rdfs:label> </dct:RightsStatement> </dct:accessRights> <dcat:distribution> <dcat:Distribution> <dct:license rdf:resource="https://creativecommons.org/licenses/by/4.0/legalcode"/> <dcat:accessURL rdf:resource="https://doi.org/10.5281/zenodo.1087496"/> </dcat:Distribution> </dcat:distribution> <dcat:distribution> <dcat:Distribution> <dcat:accessURL>https://doi.org/10.5281/zenodo.1087496</dcat:accessURL> <dcat:byteSize>227181</dcat:byteSize> <dcat:downloadURL>https://zenodo.org/record/1087496/files/16558.pdf</dcat:downloadURL> <dcat:mediaType>application/pdf</dcat:mediaType> </dcat:Distribution> </dcat:distribution> </rdf:Description> </rdf:RDF>
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