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Marketing Strategy Analysis of Thai Asia Pacific Brewery Company

Sinee Sankrusme


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    "description": "<p>The study was a case study analysis about Thai Asia<br>\nPacific Brewery Company. The purpose was to analyze the<br>\ncompany&rsquo;s marketing objective, marketing strategy at company level,<br>\nand marketing mix before liquor liberalization in 2000. Methods used<br>\nin this study were qualitative and descriptive research approach<br>\nwhich demonstrated the following results of the study demonstrated<br>\nas follows: (1) Marketing objective was to increase market share of<br>\nHeineken and Amtel, (2) the company&rsquo;s marketing strategies were<br>\nbrand building strategy and distribution strategy. Additionally, the<br>\ncompany also conducted marketing mix strategy as follows. Product<br>\nstrategy: The company added more beer brands namely Amstel and<br>\nTiger to provide additional choice to consumers, product and<br>\nmarketing research, and product development. Price strategy: the<br>\ncompany had taken the following into consideration: cost,<br>\ncompetitor, market, economic situation and tax. Promotion strategy:<br>\nthe company conducted sales promotion and advertising. Distribution<br>\nstrategy: the company extended channels its channels of distribution<br>\ninto food shops, pubs and various entertainment places. This strategy<br>\nbenefited interested persons and people who were engaged in the beer<br>\nbusiness.</p>", 
    "language": "eng", 
    "title": "Marketing Strategy Analysis of Thai Asia Pacific Brewery Company", 
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    "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>"
    ], 
    "keywords": [
      "Marketing Strategy", 
      "Beer", 
      "Thai Asia Pacific Brewery\nCompany."
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    "publication_date": "2013-07-20", 
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