Abstract: Boon Rawd Brewery is a beer company based in
Thailand that has an exemplary image, both as a good employer and a
well-managed company with a strong record of social responsibility.
The most famous of the company’s products is Singha beer. To study
the company’s marketing strategy, a case study analysis was
conducted together with qualitative research methods. The study
analyzed the marketing strategy of Boon Rawd Brewery before the
liberalization of the liquor market in 2000. The company’s marketing
strategies consisted of the following: product line strategy, product
development strategy, block channel strategy, media strategy, trade
strategy, and consumer incentive strategy. Additionally, the company
employed marketing mix strategy based on the 4Ps: product, price,
promotion and place (of distribution).
Abstract: The study was a case study analysis about Thai Asia
Pacific Brewery Company. The purpose was to analyze the
company’s marketing objective, marketing strategy at company level,
and marketing mix before liquor liberalization in 2000. Methods used
in this study were qualitative and descriptive research approach
which demonstrated the following results of the study demonstrated
as follows: (1) Marketing objective was to increase market share of
Heineken and Amtel, (2) the company’s marketing strategies were
brand building strategy and distribution strategy. Additionally, the
company also conducted marketing mix strategy as follows. Product
strategy: The company added more beer brands namely Amstel and
Tiger to provide additional choice to consumers, product and
marketing research, and product development. Price strategy: the
company had taken the following into consideration: cost,
competitor, market, economic situation and tax. Promotion strategy:
the company conducted sales promotion and advertising. Distribution
strategy: the company extended channels its channels of distribution
into food shops, pubs and various entertainment places. This strategy
benefited interested persons and people who were engaged in the beer
business.