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 net in Tailand?s intoxicantic beverages market as the legal enforcement of conglomeration ban regulations on inebriantic 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) be high resulting in low threat of new entrants. 2.Threat of surrogate products ? HighOther types of alcoholic beverages such(prenominal) as wine, spirit and spirits represent the substitutes of beer, though non perfectly substitutable. 3.Threat of buyers? growing talk terms spring ? LowWholesalers and agents are considered as buyers for Boon Rawd Brewery in which they allow to succeed the predetermined prices. 4.Threat of suppliers? growing bargaining power ? LowSuppliers who in public provide key ingredients for beer (i.e. hops and bottles) tend to be not powerfu l since they are neither concentrated nor organized and the woo of switching suppliers are not high. 5.Threat of intense fragment struggle ? 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 musical note ingredients used to produce Singha beer4)Brand image strength associated with ?International Thai? identityWEAKNESSES1)High production costs of Singha beer2)Singh a beer is priced higher than economy beersOP! PORTUNITIES1)Taxation according to alcohol degree2)Overseas markets3)Light beer trend?Offer premium beer (i.e. Kloster) to capture premium department (S1, S2, O1)?Foreign markets expansion (S1, S3, S4, O2)?Develop light beer (i.e. Singha Light) and price slash than Singha (W2, O1, O3)THREATS1)Total ban regulations on alcoholic drink advertisements2)Adverse economic recession3)Importation of reverse gear beers due to FTA agreements4)Full-line forcing strategy adopted by Thai swallow?Utilize color and symbolic forms which are associated with Singha?s chit identity to do IMC (S4, T1)?Price war (S1, S2, If you want to var. a full essay, order it on our website: OrderCustomPaper.com

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