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 utilization in Siameseland?s intoxicantic beverages market as the legal enforcement of jibe ban regulations on alcoholic beverageic 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) be high resulting in low threat of new entrants. 2.Threat of qualify products ? HighOther types of alcoholic beverages much(prenominal)(prenominal) as wine, spirit and spirits represent the substitutes of beer, though not perfectly substitutable. 3.Threat of buyers? growing talk terms designer ? LowWholesalers and agents are considered as buyers for Boon Rawd Brewery in which they allow to hold fast the predetermined prices. 4.Threat of suppliers? growing bargaining power ? LowSuppliers who in world-wide provide key ingredients for beer (i.e. hops and bo ttles) tend to be not powerful since they are neither concentrated nor organized and the represent of switching suppliers are not high. 5.Threat of intense fragment contest ? 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 emotion ingredients used to produce Singha beer4)Brand image strength associated with ?International Thai? identityWEAKNESSES1)High productio n costs of Singha beer2)Singha beer is price! d higher than economy beersOPPORTUNITIES1)Taxation according to alcohol degree2)Overseas markets3)Light beer trend?Offer premium beer (i.e. Kloster) to capture premium piece (S1, S2, O1)?Foreign markets expansion (S1, S3, S4, O2)?Develop light beer (i.e. Singha Light) and price melt off than Singha (W2, O1, O3)THREATS1)Total ban regulations on alcoholic drink advertisements2)Adverse economic recession3)Importation of perverse beers due to FTA agreements4)Full-line forcing strategy adopted by Thai beverage?Utilize color and symbolic forms which are associated with Singha?s chatter identity to do IMC (S4, T1)?Price war (S1, S2, If you want to chassis a full essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper