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 profit margin was 38.5 percent, and after-tax income of US$54.4 million represented 7.5 percent of revenues and a 10.8 percent return on equity (Asia Pacific Breweries Limited 7).
The objectives of this marketing plan are to identify and analyze to competitive situation of APB with respect to the company's Tiger Beer product. The goal is to identify steps the company can implement to improve the performance of the brand.
The methodology applied in the pursuit of the objective of the marketing plan includes several steps. These steps are as follows:
Identification of the com...