| Author | Guignot, Laurent |
| Call Number | AIT RSPR no. SM-01-124 |
| Subject(s) | Singha Beer--Business names--Thailand
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of
Master of Business and Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-01-124 |
| Abstract | Boon Rawd Brewery, Thailand's leading local brewer, is the producer of
the most famous Thai beer: The Singha.
This research study will focus on both the brand and marketing strategies
used by Boon Rawd Brewery to develop and promote its main product, Singha
lager beer.
Although this study will center on the Thai market, it is important to note that
Singha beer is also present in foreign markets such as that in the USA (where
Singha is the best selling Thai beer) or those in other Asian countries. The main
market is, of course, Thailand where Shinga competes against both local beers,
and foreign brews like that of the Danish giant Carlsberg with its Chang beer (or
elephant beer).
This study will first present a brand inventory to provide a current
comprehensive profile of how the Shinga beer is marketed and branded.
The second aspect of this project will be the brand exploration. This will consist in
doing some research to understand better what consumers think and feel about
the brand.
Finally, depending on the results obtained, this study will propose solutions and
recommendations which may help to develop brand awareness. |
| Year | 2001 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-01-124 |
| 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) | Tocquer, Gerard; |
| Examination Committee(s) | Bechter, Clemens;Swierczek, Fredric William; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 |