Journal article Open Access

Marketing Strategy Analysis of Thai Asia Pacific Brewery Company

Sinee Sankrusme

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    <subfield code="x">Bradley, Frank. 1995. Marketing Management Providing,
Communication and Delivering Value. London: Prentice Hall.</subfield>
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    <subfield code="x">Cannon, Joseph P. 2008. Basic Marketing: A Global Managerial
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    <subfield code="x">Schewe, Charles D. &amp; Smith, Rueben. 1983. Marketing: Concept and
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    <subfield code="x">Jain, Subhash C. 1990. Marketing Planning &amp; Strategy. Cincinnati, OH:
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    <subfield code="a">Marketing Strategy</subfield>
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    <subfield code="a">&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;
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