Marketing Strategy Analysis of Boon Rawd Brewery Company

Authors: Sinee Sankrusme

Abstract:

Boon Rawd Brewery is a beer company based in Thailand that has an exemplary image, both as a good employer and a well-managed company with a strong record of social responsibility. The most famous of the company’s products is Singha beer. To study the company’s marketing strategy, a case study analysis was conducted together with qualitative research methods. The study analyzed the marketing strategy of Boon Rawd Brewery before the liberalization of the liquor market in 2000. The company’s marketing strategies consisted of the following: product line strategy, product development strategy, block channel strategy, media strategy, trade strategy, and consumer incentive strategy. Additionally, the company employed marketing mix strategy based on the 4Ps: product, price, promotion and place (of distribution).

Keywords: Beer, Boon Rawd Brewery Company, Marketing Strategy.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1087494

References:

[1] Cravens, David W. 1994. Strategic Marketing. Homewood, IL: Richard D. Irwin.
[2] Cravens, David W. 1987. Marketing Strategy. Homewood, Illinois: McGraw Hill.
[3] Kotler, Philip. 1997. Marketing Management: Analysis, Planning, Implementation and Control. New Jersey: Prentice Hall, Inc.
[4] McCarthy, E. Jerome & Perreault Jr., William D. 1993. Basic Marketing. Boston, Massachusetts: Irwin.
[5] Luck, David J.; Ferrell, O. C. & Lucas, George H., Jr. 1989. Marketing Strategy and Plans. New Jersey: Prentice Hall.
[6] Walker, Orville C. Jr.; Boyd, Harper W. Jr. & Larreche, Jean-Claude. 1992. Marketing Strategy. Boston, MA: Richard D. Irwin.
[7] Onkvisit, Sak & Shaw, John J. 2004. International Marketing: Analysis and Strategy. New York: Routledge.