Journal article Open Access

Marketing Strategy Analysis of Thai Asia Pacific Brewery Company

Sinee Sankrusme


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  <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="http://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">&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;</description>
    <description descriptionType="Other">{"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;"]}</description>
  </descriptions>
</resource>
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