Journal article Open Access

Marketing Strategy Analysis of Thai Asia Pacific Brewery Company

Sinee Sankrusme


MARC21 XML Export

<?xml version='1.0' encoding='UTF-8'?>
<record xmlns="http://www.loc.gov/MARC21/slim">
  <leader>00000nam##2200000uu#4500</leader>
  <datafield tag="999" ind1="C" ind2="5">
    <subfield code="x">&lt;p&gt;</subfield>
  </datafield>
  <datafield tag="999" ind1="C" ind2="5">
    <subfield code="x">Bradley, Frank. 1995. Marketing Management Providing,
Communication and Delivering Value. London: Prentice Hall.</subfield>
  </datafield>
  <datafield tag="999" ind1="C" ind2="5">
    <subfield code="x">Cannon, Joseph P. 2008. Basic Marketing: A Global Managerial
Approach. New York: McGraw-Hill Irwin.</subfield>
  </datafield>
  <datafield tag="999" ind1="C" ind2="5">
    <subfield code="x">Schewe, Charles D. &amp; Smith, Rueben. 1983. Marketing: Concept and
Applications. New York: McGraw-Hill Book Company.</subfield>
  </datafield>
  <datafield tag="999" ind1="C" ind2="5">
    <subfield code="x">Jain, Subhash C. 1990. Marketing Planning &amp; Strategy. Cincinnati, OH:
South-Western Publishing Company.&lt;/p&gt;</subfield>
  </datafield>
  <datafield tag="041" ind1=" " ind2=" ">
    <subfield code="a">eng</subfield>
  </datafield>
  <datafield tag="653" ind1=" " ind2=" ">
    <subfield code="a">Marketing Strategy</subfield>
  </datafield>
  <datafield tag="653" ind1=" " ind2=" ">
    <subfield code="a">Beer</subfield>
  </datafield>
  <datafield tag="653" ind1=" " ind2=" ">
    <subfield code="a">Thai Asia Pacific Brewery
Company.</subfield>
  </datafield>
  <controlfield tag="005">20200120152129.0</controlfield>
  <controlfield tag="001">1087496</controlfield>
  <datafield tag="856" ind1="4" ind2=" ">
    <subfield code="s">227181</subfield>
    <subfield code="z">md5:d6387f3e39f79e70ee31076f23b2b0e3</subfield>
    <subfield code="u">https://zenodo.org/record/1087496/files/16558.pdf</subfield>
  </datafield>
  <datafield tag="542" ind1=" " ind2=" ">
    <subfield code="l">open</subfield>
  </datafield>
  <datafield tag="260" ind1=" " ind2=" ">
    <subfield code="c">2013-07-20</subfield>
  </datafield>
  <datafield tag="909" ind1="C" ind2="O">
    <subfield code="p">openaire</subfield>
    <subfield code="p">user-waset</subfield>
    <subfield code="o">oai:zenodo.org:1087496</subfield>
  </datafield>
  <datafield tag="100" ind1=" " ind2=" ">
    <subfield code="a">Sinee Sankrusme</subfield>
  </datafield>
  <datafield tag="245" ind1=" " ind2=" ">
    <subfield code="a">Marketing Strategy Analysis of Thai Asia Pacific Brewery Company</subfield>
  </datafield>
  <datafield tag="980" ind1=" " ind2=" ">
    <subfield code="a">user-waset</subfield>
  </datafield>
  <datafield tag="540" ind1=" " ind2=" ">
    <subfield code="u">http://creativecommons.org/licenses/by/4.0/legalcode</subfield>
    <subfield code="a">Creative Commons Attribution 4.0 International</subfield>
  </datafield>
  <datafield tag="650" ind1="1" ind2="7">
    <subfield code="a">cc-by</subfield>
    <subfield code="2">opendefinition.org</subfield>
  </datafield>
  <datafield tag="520" ind1=" " ind2=" ">
    <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;
business.&lt;/p&gt;</subfield>
  </datafield>
  <datafield tag="773" ind1=" " ind2=" ">
    <subfield code="n">doi</subfield>
    <subfield code="i">isVersionOf</subfield>
    <subfield code="a">10.5281/zenodo.1087495</subfield>
  </datafield>
  <datafield tag="024" ind1=" " ind2=" ">
    <subfield code="a">10.5281/zenodo.1087496</subfield>
    <subfield code="2">doi</subfield>
  </datafield>
  <datafield tag="980" ind1=" " ind2=" ">
    <subfield code="a">publication</subfield>
    <subfield code="b">article</subfield>
  </datafield>
</record>
17
15
views
downloads
All versions This version
Views 1717
Downloads 1515
Data volume 3.4 MB3.4 MB
Unique views 1616
Unique downloads 1414

Share

Cite as