Journal article Open Access

Marketing Strategy Analysis of Thai Asia Pacific Brewery Company

Sinee Sankrusme

JSON-LD ( Export

  "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": "", 
  "creator": [
      "@type": "Person", 
      "name": "Sinee Sankrusme"
  "headline": "Marketing Strategy Analysis of Thai Asia Pacific Brewery Company", 
  "image": "", 
  "datePublished": "2013-07-20", 
  "url": "", 
  "version": "16558", 
  "keywords": [
    "Marketing Strategy", 
    "Thai Asia Pacific Brewery\nCompany."
  "@context": "", 
  "identifier": "", 
  "@id": "", 
  "@type": "ScholarlyArticle", 
  "name": "Marketing Strategy Analysis of Thai Asia Pacific Brewery Company"
All versions This version
Views 4242
Downloads 171171
Data volume 38.8 MB38.8 MB
Unique views 3636
Unique downloads 166166


Cite as