Tiger Beer

In: Business and Management

Submitted By cherichien
Words 425
Pages 2
Tiger Beer

Country specific channel & Distribution network

Tiger beer is the flagship brand of Asia Pacific Breweries and is brewed in Singapore, Thailand, Vietnam, Cambodia, Malaysia and China. The 5% above bottled pale lager was launched in 1932 and is available in over 60 countries worldwide across Europe, USA, Latin America, Australia and the Middle East.

Tiger held its own in the premium segment, maintaining its volume despite strong competition. Through a focused distribution strategy to target youths. Tiger Draft is now the No. 1 draft beer in Shanghai.

Industry, Sector market select and Market condition (Opportunities and Threats in MC)

Industry :Beverages

Sector market selected :Food and beverages

Opportunities : The total beer market value had a tendency to be increased every year because: (1) The rate of economic growth was increased in compliance with the economic boom, (2) Thai people liked to drink, (3) Due to the nature of consumers’ behavior, new beers were introduced increasingly and the consumers liked to try them at a cheap price, (4) Liberalization of liquors created broader scope of opportunity for distributing beers to the Indochina region and foreign countries, and (5) Progressive telecommunication allowed consumers to receive rapid and precise information and to recognize new beers.

Threats:

Free Trade Agreements and other market factors have gradually allowed more players in, which has eroded its market share.


It is perceived as an ‘old fashioned' beer while the young are picking up the new foreign beers flooding the market.


Competitive brands Budweiser, Miller, Coors

Tiger has seen beer drinkers globally acclaim Tiger as one of the finest in the world. It has consistently come out on top in world tastings, winning gold medals for its crisp, smooth, refreshing, well-balanced and flavourful taste.

Other…...

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