Signha Beer: Boon Rawd Brewery. Thai Beer Industry with Five-forces and SWOT Analysis, TOWS Matrix, Perceptual Map, Positioning.

1. Problem/Key IssueHow can Boon Rawd Brewery maintain its action in Siameseland?s intoxicantic beverages market as the legal enforcement of hit ban regulations on alcoholic drink advertisements come impressive?Porter?s Five Forces Analysis of Beer industriousness in Thailand (as Consolidated Industry)1.Threat of refreshing entrants ? LowEntry barriers (i.e. huge capital investments in breweries) ar high resulting in low threat of new entrants. 2.Threat of military reserve products ? HighOther types of alcoholic beverages such(prenominal)(prenominal) as wine, spirit and spirits represent the substitutes of beer, though not perfectly substitutable. 3.Threat of buyers? growing talk terms strength ? LowWholesalers and agents are considered as buyers for Boon Rawd Brewery in which they allow to conserve the predetermined prices. 4.Threat of suppliers? growing bargaining power ? LowSuppliers who in ecumenical provide key ingredients for beer (i.e. hops and bottles) tend to be not powerful since they are neither concentrated nor organized and the follow of switching suppliers are not high. 5.Threat of intense fragment rival ? HighBeer market in Thailand contains some strong and aggressive incumbents such as Boon Rawd Brewery, Thai boozing and Thai Asia Pacific Brewery. Boon Rawd Brewery Co., Ltd.

TOWS MatrixSTRENGTHS1)In-depth beer industry experience and insight2)Well-managed and established distribution channels3)Top persuasion ingredients used to produce Singha beer4)Brand image strength associated with ?International Thai? identityWEAKNESSES1)High production costs of Si ngha beer2)Singha beer is priced higher than! economy beersOPPORTUNITIES1)Taxation according to alcohol degree2)Overseas markets3)Light beer trend?Offer premium beer (i.e. Kloster) to capture premium plane section (S1, S2, O1)?Foreign markets expansion (S1, S3, S4, O2)?Develop light beer (i.e. Singha Light) and price narrow than Singha (W2, O1, O3)THREATS1)Total ban regulations on alcoholic drink advertisements2)Adverse economic recession3)Importation of turnabout beers due to FTA agreements4)Full-line forcing strategy adopted by Thai drinking?Utilize color and symbolic forms which are associated with Singha?s stop identity to do IMC (S4, T1)?Price war (S1, S2, If you want to pass on a full essay, order it on our website: OrderCustomPaper.com

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