July 20, 2013 Journal article Open Access

Sinee Sankrusme

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{
  "inLanguage": {
    "alternateName": "eng", 
    "@type": "Language", 
    "name": "English"
  }, 
  "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>", 
  "license": "https://creativecommons.org/licenses/by/4.0/legalcode", 
  "creator": [
    {
      "@type": "Person", 
      "name": "Sinee Sankrusme"
    }
  ], 
  "headline": "Marketing Strategy Analysis of Thai Asia Pacific Brewery Company", 
  "image": "https://zenodo.org/static/img/logos/zenodo-gradient-round.svg", 
  "datePublished": "2013-07-20", 
  "url": "https://zenodo.org/record/1087496", 
  "version": "16558", 
  "keywords": [
    "Marketing Strategy", 
    "Beer", 
    "Thai Asia Pacific Brewery\nCompany."
  ], 
  "@context": "https://schema.org/", 
  "identifier": "https://doi.org/10.5281/zenodo.1087496", 
  "@id": "https://doi.org/10.5281/zenodo.1087496", 
  "@type": "ScholarlyArticle", 
  "name": "Marketing Strategy Analysis of Thai Asia Pacific Brewery Company"
}