Journal article Open Access

Marketing Strategy Analysis of Thai Asia Pacific Brewery Company

Sinee Sankrusme

DataCite XML Export

<?xml version='1.0' encoding='utf-8'?>
<resource xmlns:xsi="" xmlns="" xsi:schemaLocation="">
  <identifier identifierType="DOI">10.5281/zenodo.1087496</identifier>
      <creatorName>Sinee Sankrusme</creatorName>
    <title>Marketing Strategy Analysis of Thai Asia Pacific Brewery Company</title>
    <subject>Marketing Strategy</subject>
    <subject>Thai Asia Pacific Brewery
    <date dateType="Issued">2013-07-20</date>
  <resourceType resourceTypeGeneral="Text">Journal article</resourceType>
    <alternateIdentifier alternateIdentifierType="url"></alternateIdentifier>
    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.5281/zenodo.1087495</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf"></relatedIdentifier>
    <rights rightsURI="">Creative Commons Attribution 4.0 International</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
    <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;
    <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>
All versions This version
Views 4242
Downloads 171171
Data volume 38.8 MB38.8 MB
Unique views 3636
Unique downloads 166166


Cite as