Emphasis will also be placed on promoting Heineken as an international premium beer in the Asian markets. At the same time, brands like Anchor, Baron's Strong Brew, and DB Draught will be marketed in other segments to attain volume and maintain or extend APB's market share. The essence of the APB vision is presented in Figure 1 (below on this page).
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). Following 1999, the APB Group suffered severe revenue declines in the wake of the financial collapse that occurred in developed economies in 2000. Throughout the past five years, however, profits as a proportion of revenues at the company continued to increase. The data presented in Figure 2 (on the following page) show (a) revenues as a percentage of 1999 revenues and (b) profits as a percentage of annual revenues.
APB is constantly seeking new markets for their beers and they are making their presence felt in the overseas markets by opening new offices in New York and Sidney, in addition to London. In extending the presence of Tiger Beer, APB has gained distribution in Nepal, South Africa, Ghana, Sierra Leone, Finland, and Sweden, and they have even step up marketing and distribution efforts in the Middle East.
The aim of this report is to provide a basic understanding on the dynamics of the beer industry through a thorough analysis of the market orientation and planning activities within and outside APB. Through identifying and analyzing the competitive situation of APB with respect to the company's Tiger Beer product, strategic imperatives are evaluated to enhance Tiger Beer's market leadership position.
The methodology applied in the pursuit of the objective of the marketing plan includes sever...