MARKETING PLAN FOR TIGER BEER

This research develops a marketing plan for Tiger Beer. The eight principal elements of the presentation of this marketing plan are as follows:

Methodology employed in developing the marketing plan

Marketing orientation of the company in relation to Tiger Beer

Marketing audit focusing on Tiger Beer

Recommendations for improving the marketing effort for Tiger Beer

Proposed action plan for implementing the recommendations to improve the marketing effort for Tiger Beer

Conclusion related to the probable outcome of implementing proposed recommendations to improve the marketing effort for Tiger Beer

Tiger Beer is one of several beer products produced by Asia Pacific Breweries (APB), Limited. APB, based in Singapore, is owned primarily by Heineken N.V., headquartered in the Netherlands (43 percent interest in APB), and Fraser & Neave Limited, headquartered in Singapore (38 percent interest in APB). Minority shareholders own the remaining 29 percent of APB (Hoover's, Inc. 1).

ABP operates 14 breweries in Cambodia, China, Malaysia, New Zealand, Papua New Guinea, Singapore, Thailand, and Vietnam. Tiger Beer is the company's flagship brew. The company also produces and markets many other beer brands in Asia and in other parts of the world.

The company's revenues for the fiscal year ended November 2003 totaled US$728.8 million. Gross pro

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already major competitors in other established markets. Bargaining Power of Buyers The buyers in the beer market are the consumers of the product. In the beer market, it is important for consumers to identify with a brand if that brand is to be successful. Thus, the power of buyers is very high. With the advent of a globalized business environment, product choices have expanded. Threat of Substitute Products The threat of substitute products is very high because a plethora of alcoholic beverages exist. Beer marketers, therefore, must cultivate communities of consumers who seek social experiences wherein beer is an integral component. Bargaining Power of Suppliers Quality products are required to produce quality beer. An important part of the quality of the products required to produce quality beer is the freshness of the products used in the brewing process. In the past, freshness was most often associated with local production. In today's era of efficient and cost-effective air transportation, however, local procurement is not always necessary to assure product freshness. Thus, the power of suppliers in the beer market is not as strong as it has been in the past. Intensity of Rivalry Among the Players in the Indust

Category: Business - M