Report on Tiger Beer
Executive Summary
This report aims to critically analyze the brand of Tiger Beer, the flag-ship product of Asia-Pacific Breweries Singapore, through SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis, competitors’ examination and its different marketing efforts by the company. This analysis is restricted geographically to the beer-consumption market in Singapore. Some recommendations are made at the end of this report with reference to the limits of the research for this paper.
Company Profile: APB and Tiger Beer
Asia Pacific Breweries (APB) produces a range of beers for sale in the Asia Pacific region and several brands that are exported to the rest of the world. APB has 14 breweries in eight countries: Singapore, Malaysia, Thailand, Vietnam, Cambodia, China, New Zealand and Papua New Guinea.
Tiger beer is the flagship brand of Asia Pacific Breweries and is brewed in Singapore, Thailand, Vietnam, Cambodia, Malaysia and China. The 5% above bottled pale lager was launched in 1932 and is available in over 60 countries worldwide across Europe, USA, Latin America, Australia and the Middle East.
Based on the Singapore’s Beer Industry Profile by Datamonitor in December 2007, APB has a market share of 69.5% in the local beer-consumption market. Tiger Beer shares this statistic with other brands, like Anchor Beer and Baron Strong Brew, which belong to the same company.
Other than dominating the domestic market, Tiger Beer has also established itself in the Asia-Pacific region and the European markets, at the same time winning over many discerning drinkers. Currently, the brand can be found in the world’s major cities like Guangzhou, Mumbai, London, Amsterdam, Bangkok etc.
Over the years, Tiger Beer has won various international accolades and awards. The most recent major award is the Gold medal in International Golden Lagers of 2008 New Zealand International Beer Awards and Gold medal in the European Style Pilsener category of the 2004 World Beer Cup.
This report aims to critically analyze the brand of Tiger Beer, the flag-ship product of Asia-Pacific Breweries Singapore, through SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis, competitors’ examination and its different marketing efforts by the company. This analysis is restricted geographically to the beer-consumption market in Singapore. Some recommendations are made at the end of this report with reference to the limits of the research for this paper.
Company Profile: APB and Tiger Beer
Asia Pacific Breweries (APB) produces a range of beers for sale in the Asia Pacific region and several brands that are exported to the rest of the world. APB has 14 breweries in eight countries: Singapore, Malaysia, Thailand, Vietnam, Cambodia, China, New Zealand and Papua New Guinea.
Tiger beer is the flagship brand of Asia Pacific Breweries and is brewed in Singapore, Thailand, Vietnam, Cambodia, Malaysia and China. The 5% above bottled pale lager was launched in 1932 and is available in over 60 countries worldwide across Europe, USA, Latin America, Australia and the Middle East.
Based on the Singapore’s Beer Industry Profile by Datamonitor in December 2007, APB has a market share of 69.5% in the local beer-consumption market. Tiger Beer shares this statistic with other brands, like Anchor Beer and Baron Strong Brew, which belong to the same company.
Other than dominating the domestic market, Tiger Beer has also established itself in the Asia-Pacific region and the European markets, at the same time winning over many discerning drinkers. Currently, the brand can be found in the world’s major cities like Guangzhou, Mumbai, London, Amsterdam, Bangkok etc.
Over the years, Tiger Beer has won various international accolades and awards. The most recent major award is the Gold medal in International Golden Lagers of 2008 New Zealand International Beer Awards and Gold medal in the European Style Pilsener category of the 2004 World Beer Cup.