Heineken and Singha Beer

Paper Summary:

This paper provides a review of the peer-reviewed, scholarly and organizational relevant literature concerning the beer market in Thailand in general, with a specific focus on the two world-class brands, Heineken and Singha. The paper provides an analysis of the kingdom's current demographic composition and discusses marketing approaches to the Thai market by Singha and Heineken. The paper then summarizes the research findings and strategic recommendations for both brands.

Outline:
Introduction
Review and Discussion
Current Demographic Composition of Thailand
Marketing Initiatives by Heineken
Conclusion
Marketing Initiatives by Singha

From the Paper:

"Therefore, distinguishing these two products in the minds of Thai and international consumers represents a challenge for the marketers at Singha, but they appear to have identified the right combination of appeal to nationalism among their domestic market with a focus on culturally appropriate marketing initiatives to help them position their product. Internationally, Singha was shown to be exploring new marketing techniques that will help keep the brand in the forefront and the marketers at Heineken clearly have their work cut out for them in gaining additional market share in Thailand in the future. To this end, it is recommended that Singha continue its media campaign with internationally recognized sports celebrities such as Vijay Singh to promote its brand in the minds of its domestic and international consumers. It is also recommended that the marketers at Singha overhaul their corporate Web site to make it more professional. Because export represents the easiest way for companies to gain additional market share abroad, both Singha and Heineken are faced with some of the same challenges and opportunities for expansion abroad, and it may be in both companies' interests to enter into a joint venture whereby Heineken enters into a strategic alliance with Singha to capture the increasingly upscale beer-consuming market in Thailand."

Sample of Sources Used:

• Andrews, T. G., Chompusri, N., & Obe, B. B. (2003). The changing face of multinationals in Southeast Asia. New York: Routledge.
• Ramos, F. V. (2006, March 19). RP and Thailand A[euro]: Different systems, different outcomes? Manila Bulletin, 3.
• Sale, C. (2006, July 20). Vijay hopes he can still throw it away. The Daily Mail (London, England), 91.
• Thailand. (2008). U.S. Government: CIA world factbook. [Online]. Available: https://www. cia.gov/library/publications/the-world-factbook/geos/th.html.
• The world's most international brewer and company & strategy. (2008). About Heineken. [Online]. Available: http://www.heinekeninternational.com/.

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