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 booking in Siameseland?s intoxicantic beverages market as the legal enforcement of heart ban regulations on inebriantic drink advertisements come in effect(p)?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 interfere products ? HighOther types of alcoholic beverages much(prenominal)(prenominal) as wine, spirit and spirits represent the substitutes of beer, though non 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 draw the predetermined prices. 4.Threat of suppliers? growing bargaining power ? LowSuppliers who in oecumenic provide key ingredients for beer (i.e. hops and bottles) tend to be not powerful since they are neither concentrated nor organized and the make up of switching suppliers are not high. 5.Threat of intense fragment strife ? HighBeer market in Thailand contains some strong and aggressive incumbents such as Boon Rawd Brewery, Thai boozing and Thai Asia peaceable Brewery. Boon Rawd Brewery Co., Ltd.

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

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