Journal article Open Access
Sinee Sankrusme
<?xml version='1.0' encoding='utf-8'?> <resource xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xmlns="http://datacite.org/schema/kernel-4" xsi:schemaLocation="http://datacite.org/schema/kernel-4 http://schema.datacite.org/meta/kernel-4.1/metadata.xsd"> <identifier identifierType="DOI">10.5281/zenodo.1087496</identifier> <creators> <creator> <creatorName>Sinee Sankrusme</creatorName> </creator> </creators> <titles> <title>Marketing Strategy Analysis of Thai Asia Pacific Brewery Company</title> </titles> <publisher>Zenodo</publisher> <publicationYear>2013</publicationYear> <subjects> <subject>Marketing Strategy</subject> <subject>Beer</subject> <subject>Thai Asia Pacific Brewery Company.</subject> </subjects> <dates> <date dateType="Issued">2013-07-20</date> </dates> <language>en</language> <resourceType resourceTypeGeneral="Text">Journal article</resourceType> <alternateIdentifiers> <alternateIdentifier alternateIdentifierType="url">https://zenodo.org/record/1087496</alternateIdentifier> </alternateIdentifiers> <relatedIdentifiers> <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.5281/zenodo.1087495</relatedIdentifier> <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf">https://zenodo.org/communities/waset</relatedIdentifier> </relatedIdentifiers> <version>16558</version> <rightsList> <rights rightsURI="https://creativecommons.org/licenses/by/4.0/legalcode">Creative Commons Attribution 4.0 International</rights> <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights> </rightsList> <descriptions> <description descriptionType="Abstract"><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></description> <description descriptionType="Other">{"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>"]}</description> </descriptions> </resource>
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