Asia Pacific Breweries

Topics: Beer, Economy of Australia, Brewing Pages: 25 (6666 words) Published: November 8, 2012
International Business Environment Project


Prepared by G&T Consultancy (TZ02):

Benjamin Jethro Neo
Czaraim Suganob Carreon
Michelle Oh Hui Ling
Ratchadakorn Wongphothiphan
Valerie Ng Shi Min
Yap Yi Jun

Prepared for:
Ms. Ng Lay Khim, Linda

Date of Submission: 18th July 2012


1. Company and Industry Background ------------------------------------------------- 1

2. Strengths & Weaknesses ---------------------------------------------------------------- 2 3.1 Strengths
3.2 Weaknesses

3. Opportunities & Threats ------------------------------------------------------------------ 3 4.3 Opportunities
4.4 Threats

4. Key Customer/Customer Groups & Competitors -------------------------------- 4

5. Existing Operations Of Company ----------------------------------------------------- 5 6.5 Entry Modes used for expansion
6.6 Operating issues encountered

6. Future Expansion Plan ------------------------------------------------------------------- 8 7.7 Selected countries for expansion and reason
7.8 Identification of sub-factors used for expansion
7.9.1 Political/Legal
7.9.2 Economic
7.9.3 Social-Cultural
7.9.4 Technological Infrastructure
7.9.5 Geographic
7.9.6 Demographic

7.9 Recommendation, reasons and type of entry mode
to use for selected country
7.10 Reasons for not selecting the other country

7. Conclusion ---------------------------------------------------------------------------------- 15 8. Appendixes
9. Bibliography


The beverage industry has been around for countless years and through the years; this industry has gone from being an illegal enterprise to becoming one of the world’s most profitable businesses. One of the main components of the beverage industry is Alcoholic drink; an example of a company that produces alcoholic beverages, namely Beer and Lager is Asia Pacific Breweries. Listed on the Singapore Exchange, Asia Pacific Breweries Limited (APBL) is one of the key players in the beer industry

Asia Pacific Breweries, formerly known as Malayan Breweries Limited (MBL) in 1931 is a joint enterprise between Heineken International & Fraser and Neave. Its present name was given in 1990. As of today, Asia Pacific Breweries also operates a broad global marketing network, which extends across 60 countries and is supported by 30 breweries in 14 countries, namely Singapore, Cambodia, China, Indonesia, Laos, Malaysia, Mongolia, New Caledonia, New Zealand, Papua New Guinea, Solomon Islands, Sri Lanka, Thailand and Vietnam.

Asia Pacific Breweries also offers their consumers a wide range of brands, be it global, regional or local, which suit the taste of various beer drinkers; boasting a wide range of choices, including Tiger Beer, Heineken, Anchor Beer, Baron’s Strong Brew, ABC Extra Stout and Bintang Beer.

Their beers are brewed under the supervision of Heineken technical experts, who can call upon countless years of experience of European brewing excellence. Using only the finest ingredients, maintaining the most stringent brewing standards, and conducting over 200 quality checks during the process. This scrutiny over production of APB beers has reeled in many awards while their breweries are among the forerunners in their respective markets.


2.1 Strengths
Tiger beer, the prize brand of APB, was the winner of the UK's Brewing Industry International Awards, the most esteemed award in the brewing industry 1998. The brand won a Gold medal in the International Style Lager category in the 2010 World Beer Cup; and silver medal in 2010 World Beer Championships. Anchor Beer was presented a gold medal in Selection Mondiale in 2010, a gold medal by Australian...
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