Scotch Whisky in Thailand. Strategic implications of international alliances and product adaptation. A secondary data research case study
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.
|Date of creation:||10 Sep 2012|
|Contact details of provider:|| Postal: Ludwigstraße 33, D-80539 Munich, Germany|
Web page: https://mpra.ub.uni-muenchen.de
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:42735. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Joachim Winter)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.