Beer Industry<br />Strategic Management<br />
Agenda<br />Economic Overview<br />Consumer behavior<br />Competitive Analysis<br />Law and Regulation<br />
Economic Overview<br />Inflation<br />
Introduction of beer market in Thailand<br />Beer is one of the world's oldest prepared beverages<br />9500 BC Ancient Egy...
How this industry operate their Brewing business?<br />
Briefly information of Thai beer market <br />In past few years average production volume of beer is 2,000 Million liters<...
Q1. Beer Production and consumption<br />
Q1. Beer Market Value<br />
Q1. Market share by segment Y2010<br />Total Market Value is 96,970 Million THB<br /><ul><li> Premium value is 6,930 Milli...
 Standard value is 7,895 Million THB
 Economy value is 82,145 Million THB</li></ul>Premium<br />Standard<br />Economy<br />
Q2. Key players in Beer Industry<br />Singha Corporation Co., Ltd.<br />Premium<br />Standard<br />Economy<br />
Q2. Key players in Beer Industry<br />Thai Beverage Public Company Limited <br />Premium<br />Standard<br />Economy<br />
Q2. Key players in Beer Industry<br />Thai Asia Pacific Brewery<br />Premium<br />Standard<br />Economy<br />
Q2. Price Comparison<br />40<br />Baht<br />38<br />Baht<br />35<br />Baht<br />35<br />Baht<br />25<br />Baht<br />35<br ...
Q3. Law and Regulation<br />3 key factors which effect the industry’s growth<br /> Tax<br /> Advertisement and Selling<br ...
Q3. Law and Regulation<br />
Q3. Law and Regulation<br /> Advertisement and Selling<br />
Q3. Law and Regulation<br />AFTA<br /><ul><li>The agreement between the Asian countries; Thailand, Malaysia, Indonesia, Ph...
1 January 2010
0% tariff of products</li></li></ul><li>Q3. Government Campaign<br />Comic book<br />Brochure<br />Advertisement<br />Post...
Q3. Societal Attitude + Lifestyle<br />
Q4. Competitor Positioning Map <br />
Q5. Strategic Move<br />
Strategic Move<br />Thai Beverage Public Company Limited <br />Music Marketing<br /><ul><li> 200 Million Baht for GMM Grammy
Create negotiation power with outlets</li></ul>and transform them to exclusive partners<br />
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Beer industry in Thailand

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Thailand Beer industry 2010

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  • It also limited days of selling as religion day; Visakabusha, Asanhabusha. The retail shops cannot put Alcohol products in the Gift set except the customer require them.
  • Almost countries in AFTA is Muslim. Alcohol products cannot import to those countries. Then Thai beer company still have to paid tax at highest level.
  • Beer industry in Thailand

    1. 1. Beer Industry<br />Strategic Management<br />
    2. 2. Agenda<br />Economic Overview<br />Consumer behavior<br />Competitive Analysis<br />Law and Regulation<br />
    3. 3. Economic Overview<br />Inflation<br />
    4. 4. Introduction of beer market in Thailand<br />Beer is one of the world's oldest prepared beverages<br />9500 BC Ancient Egypt, Mesopotamia<br /> It is the third most popular drink overall, after water and tea<br />Alcohol volume around 4-6%<br />
    5. 5. How this industry operate their Brewing business?<br />
    6. 6. Briefly information of Thai beer market <br />In past few years average production volume of beer is 2,000 Million liters<br />Reflect 70% overall plant capacity in 2010<br />Oligopoly market structure<br />Tax and Government policy create big impact on industry<br />FTA with ASEAN in 2010 about Beer category<br />
    7. 7. Q1. Beer Production and consumption<br />
    8. 8. Q1. Beer Market Value<br />
    9. 9. Q1. Market share by segment Y2010<br />Total Market Value is 96,970 Million THB<br /><ul><li> Premium value is 6,930 Million THB
    10. 10. Standard value is 7,895 Million THB
    11. 11. Economy value is 82,145 Million THB</li></ul>Premium<br />Standard<br />Economy<br />
    12. 12. Q2. Key players in Beer Industry<br />Singha Corporation Co., Ltd.<br />Premium<br />Standard<br />Economy<br />
    13. 13. Q2. Key players in Beer Industry<br />Thai Beverage Public Company Limited <br />Premium<br />Standard<br />Economy<br />
    14. 14. Q2. Key players in Beer Industry<br />Thai Asia Pacific Brewery<br />Premium<br />Standard<br />Economy<br />
    15. 15. Q2. Price Comparison<br />40<br />Baht<br />38<br />Baht<br />35<br />Baht<br />35<br />Baht<br />25<br />Baht<br />35<br />Baht<br />24<br />Baht<br />25<br />Baht<br />30<br />Baht<br />
    16. 16. Q3. Law and Regulation<br />3 key factors which effect the industry’s growth<br /> Tax<br /> Advertisement and Selling<br /> AFTA<br />
    17. 17. Q3. Law and Regulation<br />
    18. 18. Q3. Law and Regulation<br /> Advertisement and Selling<br />
    19. 19. Q3. Law and Regulation<br />AFTA<br /><ul><li>The agreement between the Asian countries; Thailand, Malaysia, Indonesia, Philippine, Singapore and Brunei
    20. 20. 1 January 2010
    21. 21. 0% tariff of products</li></li></ul><li>Q3. Government Campaign<br />Comic book<br />Brochure<br />Advertisement<br />Post Cards<br />banner<br />
    22. 22. Q3. Societal Attitude + Lifestyle<br />
    23. 23. Q4. Competitor Positioning Map <br />
    24. 24. Q5. Strategic Move<br />
    25. 25. Strategic Move<br />Thai Beverage Public Company Limited <br />Music Marketing<br /><ul><li> 200 Million Baht for GMM Grammy
    26. 26. Create negotiation power with outlets</li></ul>and transform them to exclusive partners<br />
    27. 27. Strategic Move<br />Singha Corporation Co., Ltd.<br />Sport Marketing<br /><ul><li> Prefer 20 million spectators from supporting Manchester United and Chelsea rather than 40,000-50,000 audience in each concert</li></ul>Beer Garden<br /><ul><li> Imitate “Oktober Fest” in Germany</li></li></ul><li>Strategic Move<br />Thai Asia Pacific Brewery<br /><ul><li> Suffer from government restriction of advertising
    28. 28. Creative commercial from Heineken cannot on air</li></ul>Lessen scale of events to 7 commercial areas such as Arena 10, K-Village, United Center Building<br />Return to focus on Premium Brand Portfolio<br />
    29. 29. Q6. Key Success Factor<br />
    30. 30. Q7. Attractive or not?<br />NO… because<br /> Beer consumption is decreasing<br /> Law and regulation is more strict<br /> Tax rate is increasing <br /> High awareness of health concern<br />
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