Tiger Beer Market Plan
1. Executive Summary
Asia Pacific Breweries (APB) is the leading beer brewery in the Asia Pacific region. The company’s most iconic product, Tiger Beer, is notably one of Singapore’s most successful brands in the world and is valued at S$820 million.
The lucrative beer industry has attracted numerous foreign beers to vie for the market share in Singapore which is valued at S$562.7 million. As the beer industry in Singapore is reaching maturity, beer companies have to find innovative means to remain competitive to have a profitable share of the market.
Recently, there have been increasing trends of younger customers consuming alcoholic beverages. With improvements in economies, education and technology, younger consumers have acquired a stronger purchasing power and frequent purchasing patterns. Beer companies are aware of the recent change in trends and have turned their attention to market and invest in this segment.
Akin to the changing market conditions, our target market for Tiger Beer is those aged between 18-30 years old. Tiger Beer has a strong brand equity in Singapore and abroad, however it may appear ‘old-fashioned’ to the younger consumers.
To assist the consumers to change their perception of our product, we have derived a market plan. This report aims to apprise the management of our market plan in terms of our strategies comprising the 4Ps of Tiger beer (Product, Price, Placement & Promotion). The plan also includes an action plan along with control measures to indicate the various processes in which our strategies will be executed and supervised effectively.
2. Market Situation
1. Company Vision
Asia Pacific Breweries (APB) corporate vision is to be one of the leading brewers in the Asia Pacific region, and its strong portfolio of brands is synonymous with quality and innovation.
2.2 Company Mission
Asia Pacific Breweries Limited upholds the values of integrity, competence and
Asia Pacific Breweries (APB) is the leading beer brewery in the Asia Pacific region. The company’s most iconic product, Tiger Beer, is notably one of Singapore’s most successful brands in the world and is valued at S$820 million.
The lucrative beer industry has attracted numerous foreign beers to vie for the market share in Singapore which is valued at S$562.7 million. As the beer industry in Singapore is reaching maturity, beer companies have to find innovative means to remain competitive to have a profitable share of the market.
Recently, there have been increasing trends of younger customers consuming alcoholic beverages. With improvements in economies, education and technology, younger consumers have acquired a stronger purchasing power and frequent purchasing patterns. Beer companies are aware of the recent change in trends and have turned their attention to market and invest in this segment.
Akin to the changing market conditions, our target market for Tiger Beer is those aged between 18-30 years old. Tiger Beer has a strong brand equity in Singapore and abroad, however it may appear ‘old-fashioned’ to the younger consumers.
To assist the consumers to change their perception of our product, we have derived a market plan. This report aims to apprise the management of our market plan in terms of our strategies comprising the 4Ps of Tiger beer (Product, Price, Placement & Promotion). The plan also includes an action plan along with control measures to indicate the various processes in which our strategies will be executed and supervised effectively.
2. Market Situation
1. Company Vision
Asia Pacific Breweries (APB) corporate vision is to be one of the leading brewers in the Asia Pacific region, and its strong portfolio of brands is synonymous with quality and innovation.
2.2 Company Mission
Asia Pacific Breweries Limited upholds the values of integrity, competence and