Developing entry and marketing strategies for Indian market : a case study of Tibetan beer | |
| Author | Rabgyal, Tenzin |
| Call Number | AIT RSPR no.SM-00-03 |
| Subject(s) | Marketing research--India Beer industry--Tibet |
| Note | A research study submitted in partial fu lfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no.SM-00-03 |
| Abstract | This study investigates the potential of a new and greater market under brand name, which up to now Chang has been sold within Tibetan and small segment of Indian community. This research determines the quality of Chang beer that can be sold in the market on par with the international standard. In addition the objective of this study is to do develop entry, marketing and branding strategy for Tibetan beer. To carry out this research, two cities in India: Delhi and Dharamsala were chosen to investigate the significance of Chang and investigate the consumption in the Tibetan community. In addition, perceptions of local beer consumers towards the marketing of Chang in Indian market were analyzed. Recommendations are given to market the Chang in India. |
| Year | 2000 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no.SM-00-03 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Igel, Barbara;Bechter, Clemens; |
| Scholarship Donor(s) | Government of Finland; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2000 |