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.
Download (281kB) | Preview
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.
|Item Type:||MPRA Paper|
|Original Title:||Scotch Whisky in Thailand. Strategic implications of international alliances and product adaptation. A secondary data research case study.|
|English Title:||Scotch Whisky in Thailand. Strategic implications of international alliances and product adaptation. A secondary data research case study.|
|Keywords:||International Business, Strategic Analysis, Thai Beverage Market, Marketing, Mergers and Acquisitions|
|Subjects:||L - Industrial Organization > L2 - Firm Objectives, Organization, and Behavior > L25 - Firm Performance: Size, Diversification, and Scope
N - Economic History > N3 - Labor and Consumers, Demography, Education, Health, Welfare, Income, Wealth, Religion, and Philanthropy > N35 - Asia including Middle East
|Depositing User:||Dr. Jorge Mongay|
|Date Deposited:||22. Nov 2012 12:41|
|Last Modified:||13. Mar 2015 22:24|
1. "Alcohol Control Policies in South-East Asia Region." Alcohol and Substance Abuse.2003. Web. <http://www.searo.who.int/LinkFiles/Alcohol_and_Substance_abuse_ACS3-discussion.pdf>.
2. Bowman, Jo. 2006. "Category Report: Spirits." Media: 44. ABI/INFORM Complete. Sep 22 2006. Web. 13 Mar. 2012.
3. Bowman, Jo. "Johnnie Walker." 2004. Media: 30. ABI/INFORM Complete. Web. 13 Mar. 2012.
4. Corporate Watch UK. 2005. Diaego PLC, Corporate Report Analysis 2005. Web http://www.corporatewatch.org/?lid=1706
5. "JOHNNIE WALKER: 2005. Walking the Wiser Walk." Brand Strategy.09659390 20-3. ABI/INFORM Complete. Web. 13 Mar 2012.
6. Johnnie Walker Award Winning Commercial.(2009). http://www.youtube.com/watch?v=Nq70tIbvZtc.
7. Mulchand, Sangeeta. "A Toast to Success." Media: 73. 2007. ABI/INFORM Complete. Web. 13 Mar. 2012.
8. "Newly Introduced Alcohol Marketing Strategies: Thai Experience.ThaksaphonThamarangsi. "Newly Introduced Alcoholmarketing Strategies: Thai Experience. Global Alcohol Policy Alliance, 2008. Web. 17 Feb. 2012. http://www.ias.org.uk/resources/publications/theglobe/globe200802/gl200802_p8.html>
9. Smith, Alexander T. Growth Opportunities for Spirits in Developing Countries. Forecasts to 2012: 2008 Edition: Asia Market Review. Bromsgrove, United Kingdom, Bromsgrove: Aroq Limited, 2008. ABI/INFORM Complete. Web. 13 Mar. 2012.
10. Thamarangski, Thaksaphon. 2008. Newly introduced alcohol strategies: Thai experience. (2) The Globe. Global Alcohol Policy Alliance.
11. World Health Organization. 2005. Global Alcohol Database. http://apps.who.int/ghodata/?theme=GISAH