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
2.0.0 Company Background & Situational Analysis
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).
Asia Pacific Breweries' success has been built on brewing excellence, achieved through an astute integration of technological advances and fine brewing heritage. From five breweries in three countries in the early 1990s, APB today operates an extensive global marketing infrastructure, which spreads across 60 countries worldwide. The infrastructure includes 14 breweries in eight countries including Singapore, Malaysia, Thailand, Vietnam, Cambodia, China, New Zealand, and Papua New Guinea. APB has a current portfolio of over 40 beer brands and brand variants, including Heineken and especially Tiger Beer, which has become a Singapore icon with international standing and has accorded several awards.
APB's vision is to become the leading brewer in the Asia Pacific region and their strategy in the past years were to build Tiger Beer, the company's flagship brew, into a leading pan-Asian beer brand and efforts will still be intensified in this area....