Signha Beer Boon Rawd Brewery. Thai Beer Industry with...

ï ¿ ½PAGE ï ¿ ½ ï ¿ ½PAGE ï ¿ ½6ï ¿ ½ 1. PROBLEM/KEY ISSUE _How can Boon Rawd Brewery maintain its competitiveness in Thailands alcoholic beverages market as the legal enforcement of total ban regulations on alcoholic drink advertisements become effective?_ PORTERS FIVE FORCES ANALYSIS OF BEER INDUSTRY IN THAILAND (AS CONSOLIDATED INDUSTRY) THREAT OF NEW ENTRANTS - LOW Entry barriers (i.e. huge capital investments in breweries) are high resulting in low threat of new entrants. THREAT OF SUBSTITUTE PRODUCTS - HIGH Other types of alcoholic beverages such as wine, spirit and liquor represent the substitutes of beer, though not perfectly substitutable. THREAT OF BUYERS GROWING BARGAINING POWER - LOW Wholesalers and agents are considered as buyers for†¦show more content†¦advertising budget) to do price cutting Boon Rawd Brewery can survive in Thai beer market _CONS_ Brand image erosion Product quality must be worsen off to be a low-cost leader 4. RECOMMENDATION _STRATEGIC INTENT_ To be the Thailands leading portfolios of beer brands and the Thailands leading brewers in terms of sales volume and profitability domestically and internationally _STRATEGIC MISSION_ To maintain the competitiveness in Thailands alcoholic beverages market as the legal enforcement of total ban regulations on alcoholic drink advertisements become effective _KEY RESULTS AREAS_ Firms market share Integrated Marketing Communication (IMC) _STRATEGIES_ Utilize color and symbolic forms which are associated with Singhas brand identity to do IMC [Alternative 1] Foreign markets expansion [Alternative 2] _OBJECTIVES_ Conform the government regulations while maintain corporate brand