Strategic Management

Introduction Objective / Purpose of report The objective of the report is to analyze tiger beers current market position and review its talent to be a top-notch brand amongst all other multinational beers. Organization background Asia Pacific Breweries Limited (APB), formerly known as Malayan Breweries Limited (MBL) was established in 1931. MBL was renamed APB in 1990. It is a joint venture between the Fraser and Neave (F&N) Group of companies and Heineken foreign. It opened its set-back brewery in Singapore and subsequently launched the show- winsome Tiger Beer a social class later. APB operates globally through 7 breweries in several(prenominal) countries including Singapore, New Zealand, Vietnam, India, Malaysia and China. With more than 70 years of being in the brewing industry, APB has diversified through 60 countries with a portfolio of everywhere 40 beer brands and its other variants. Some brands include the award winning Tiger beer, South Pacific Lager, Anchor beer, ABC stout. APB prides itself for notice the most stringent brewing procedures. It sees no less than 250 type checks. This extremity includes tasting of 10 different water samples a day for the freshest water and this makes up part of the brewing process which takes over 500 hours.

The internationally recognized Tiger beer has acclaimed a list of accolades and awards. The most notable include an international award at the Brewers Exhibition in London, the Brewing Industry International Awards, UK, 1998 and the coveted Gold Monde International Quality Trophy (APB one-year report 2007). APBs group revenue for the financial year ended 31 December 2007 reported a goodish increase of 17% to S$1.78 billion before revenue enhancement compared to 2006. APB aims to reduce operation costs and increase prices in its products to aim this profit growth and hence allow for market using and brand enhancement (APB annual report 2007). Vision controversy (proposed) Our vision is to become the worlds most... If you want to wreak a full essay, order it on our website: Orderessay

Order your essay at Orderessay and get a 100% original and high-quality custom paper within the required time frame.