Tiger Beer Market Plan

7724 Words Feb 15th, 2013 31 Pages
1. Executive Summary

Asia Pacific Breweries (APB) is the leading beer brewery in the Asia Pacific region. The companyÔÇÖs most iconic product, Tiger Beer, is notably one of SingaporeÔÇÖs most successful brands in the world and is valued at S$820 million.

The lucrative beer industry has attracted numerous foreign beers to vie for the market share in Singapore which is valued at S$562.7 million. As the beer industry in Singapore is reaching maturity, beer companies have to find innovative means to remain competitive to have a profitable share of the market.

Recently, there have been increasing trends of younger customers consuming alcoholic beverages. With improvements in economies, education and technology, younger
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(Asia Pacific Breweries Limited, Corporate Profile)

2.5 Market Trends

2011 proved to be a good year for beer, with a 7% total growth volume, amounting to 108 million litres. The demand for beer products continue to grow steadily with the escalating trend of social drinking in Singapore. Previously restricted to venues such as clubs and bars, beer products are increasingly being consumed at local coffee shops or hawker centres or being purchased off the shelf. (EuroMonitor International 2011, Beer in Singapore)

2.6 Market Prospect

Beer is expected to post a total volume CAGR of 4% to reach 130 million litres in 2016. As the social drinking scene in Singapore consistently expands, beer will be able to expect a steady growth. However, in years to come, SingaporeÔÇÖs domestic beer industry will experience a slowdown as beer in Singapore is reaching maturity. (EuroMonitor International 2011, Beer in Singapore)

2.7 Competitors

In 2011, local company Asia Pacific Breweries dominated the competition with a 64% volume share. This was due to the overwhelming popularity of its brand, Tiger, which had a 35% volume share. Tiger Beer faces strong competition, but can vie for higher market share through product differentiation. Other rivalry brands were Heineken and Carlsberg. The intensity of rivalry helps decide the extent of the value of brands and products in which will create head-to-head…

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