The analysis of marketing strategy for pet bottled water in Laos : a case study of Viva vs Tigerhead | |
| Author | Douangdao Inthavongxay |
| Call Number | AIT RSPR no.SM-07-100 |
| Subject(s) | Bottled water industry--Marketing--Laos Drinking water--Marketing--Laos |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | As the economy of Laos has been improving as well as the standard of living of Lao people, people start to concern about health and demand for high quality products, especially drinking water. Drinking water in Laos has been classified into two types: drinking water contained with PET (Poly Ethylene Terephthalate) Bottle which is perceived as high quality drinking water, and drinking water contained with PE Bottle or a white plastic bottle which is perceived as cheap and low quality drinking water. For that reason, currently most Lao people prefer to drink PET bottled water rather than PE bottled water. Tigerhead, the market leader which is a product of Lao Brewery Company or Laobeer, is the first domestic PET bottled water that serves the demand of the Lao market. Then, there are many domestic PET bottled water brands emerge into the market, one of them is Viva, which is a product of Lao Soft Drink Company or known as Pepsilao. Today Viva become the second of the market; however, its market share is still very far from Tigerhead's. Thus, Viva would like to formulate the marketing strategy to compete more efficiently in order to gain more market share from Tigerhead. Therefore, this research aims to look into the development of marketing strategies for Viva by analysis the external factors including economy, investment policies, production, consumption and competition in order to identify opportunities and threats that Viva has been confronting with. Furthermore, the author also analyzed and assessed the current marketing strategy of Viva to discover its strengths and weaknesses. Finally, recommendations based on the analysis are also provided. |
| Year | 2007 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tang, John C. S.; |
| Examination Committee(s) | Swierczek, Fredric William;Sununta Siengthai; |
| Scholarship Donor(s) | France;AIT Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |