Marketing Strategy of Imported Beers before Liquor Liberalization

摘要

These are the case study analysis of imported beer companies: the C.V.S Syndicate Company and the TIS Worldwide Marketing (1997) Company. The purpose of the study is to analyze marketing strategy and marketing mix of imported beers before liquor liberalization in 2000. The qualitative and descriptive approaches to the case study analysis used standard research methodology. The results of the study indicated (1) Marketing strategy depended on the economic situation, (2) The company’s marketing objectives were to gain market share and to respond to consumer demand, (3) Marketing strategy was brand strategy. In addition, the company conducted an investigation into marketing strategy and marketing mix strategy, in areas such as product price, promotion and distribution.