Munich Personal RePEc Archive

Scotch Whisky in Thailand. Strategic implications of international alliances and product adaptation. A secondary data research case study.

Mongay, Jorge and Johnson, Ashia and Head, Margaret and Guenard, Camille and Kincaid, Brian (2012): Scotch Whisky in Thailand. Strategic implications of international alliances and product adaptation. A secondary data research case study.

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Abstract

According to an article in 2008 issue of The Globe titled “Newly Introduced Alcohol Marketing Strategies: Thai experience” provided by the Global Alcohol Policy Alliance, Thailand is classified as an "emerging market" in regards to the growth and development of the alcohol industry. The industry growth and expansion is caused by the international entrepreneurs that have invaded and populated the Thai scene. International labels are now becoming more widespread; however, the domestic producers and operators are still powerful in the industry with the low price point being a contributor to its domestic labels steady market and industry success. The appeal of international labels and brands is mostly due to the "created image of life success and friendship" (Newly Introduced Alcohol Marketing Strategies: Thai Experience). Consumers of international labels are fascinated by the elegance of associating with such products. It seems as if only the well-off and well-rounded of business people consume international alcoholic beverages. This differentiation is important to consider especially when delivering the product to a new market. Unique promotions and marketing strategies must be considered as the international brands move into these foreign markets. Possible alternatives for international alliances are explored as well in this paper.

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