Strategic Analysis of Thai Beverage Public Company Limited Report

This report provides a comprehensive strategic analysis of Thai Beverage Public Company Limited, a major beverage company in South Asia. The analysis begins with an introduction outlining the importance of strategic decision-making for business performance. Part 1(A) focuses on situation analysis, including industry analysis, competitor analysis, and identification of critical issues. The report examines the company's diversification strategy, market positioning, and growth potential, considering factors like PEST and TREND analysis. Part 1(B) delves into strategy development, implementation, and control, covering market segmentation, mission and vision, marketing goals, marketing mix elements, resource allocation, and monitoring and controlling processes. The report identifies competitors like KIRIN HOLDINGS, Anheuser-Busch InBev, and DIAGEO. The critical issue of increasing health consciousness in the alcoholic beverage industry is also discussed. The report concludes with a narrative of the strategic report, a focus on sustainability and social responsibility, and individual reflection.

STRATEGIC
MANAGEMENT
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Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1 (A) SITUATION ANALYSIS...........................................................................................3
A1 Industry analysis....................................................................................................................3
A2 Competitor analysis...............................................................................................................6
A3 Critical issue..........................................................................................................................7
A4 Completive strength grid.......................................................................................................7
PART 1(B) STRATEGY DEVELOPMENT, IMPLEMENTATION AND CONTROL...............8
B1 Identification of strategic, segments and possible market with effective positioning...........8
B2 Setting mission, vision, with including marketing goals and objectives of the company.....8
B3 Creating volume through marketing mix elements...............................................................9
B4 Resource allocation.............................................................................................................10
B5 Monitoring and controlling .................................................................................................10
PART 2..........................................................................................................................................11
(1) Narrative to the strategic report...........................................................................................11
(2) Sustainable and socially response ......................................................................................11
(3) Individual reflection ...........................................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
In order to create effective results and performances, most of the business owners make
strategic decisions through they can support to goals and objectives in effective way. It is very
important to understand concept of strategic aspect for enhance profitability and performances
within the business environment which assist to make productive outcomes and performances
(Dzhandzhugazova, Zaitseva and Chaplyuk, 2015).. It will also ascertain profitability that shows
performances and results as per the business requirement. In this context, present report is based
on Thai Beverage Public Company Limited which is the largest south Asian company which
sales many types of beverages within the business environment to enhance their customer at
workplace. In this way, people are ensures that productive and effective quality has been used in
order to distribute the products and services. In this context, present report covers industry
analysis, competitor analysis and critical issues that are face by the organization to deal with
different outcomes and performances at workplace (Gamble, Peteraf and Thompson, 2015).
Furthermore, it includes strategy development, segmentation and various outcomes which need
to be taken at workplace to deal with effective results.
PART 1 (A) SITUATION ANALYSIS
A1 Industry analysis
Thai Beverage Public Company Limited was established in 2003 which brings order
together with the liquor assets of the shareholder, Mr. Charoen Sirivadhanabhakdi. It is the
established in Singapore exchange which in 2006 which is the first IPO price is considering with
at very low cost. The company is working continuously with establish more other products
business. In this aspect, they have used diversification strategy which assist to gain competitive
advantages and outcome which assist to establish results and operations in successful manner. In
this way, they have grow their performances and sales in effective aspect which establish trough
ascertain various activities (Cheng, Ioannou and Serafeim, 2014). The non-alcoholic drink
segment, they have extremely attracts more customers in their business environment. It assist
them to attain high competitive advantages to shows great growth potential. With the help of
strong outcomes and performances, the company has continues achieves more profits and
revenue through operating various activities. In this aspect, the company has establish their brand
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operations through attract various customers in systematic way. The company has given existing
branding in alcoholic beverages which robust and distributes infrastructure facilities which assist
to make brand position in the market. They are well positioned to capture the whole market in
effective way through established effective aspects. Recently they have capture Asia market in
which the company has emerging beverages products in all over the world (Gamble, Peteraf and
Thompson, 2015).
At the time of August 2010, Marut Buranasetkul, Senior Vice President of Corporate
Service and Deputy Managing Director of Thai Beverage has require marketing manager in their
business who can perceive effective operations and outcomes to analysis the market and various
other options which assist to make profitable results (Cheng, Ioannou and Serafeim, 2014). The
sales of the marketing department in the chosen business were reviewing the products portfolio
of beverages and many other drinking products. In addition to this, they has also launch new
product such as Wrangyer brand energy drink which assist them to ascertain more profits and
revenue through investing more money at workplace. In second year, the company has making
brand product and services which establish high demand of particular products and services in all
over the world (Dzhandzhugazova, Zaitseva and Chaplyuk, 2015).. With the help of non-
alcoholic drinking products, the company has established revenue more than 5% from all over
the products and services. In addition to this, they are also considered effective products and
services with performing effectively in the market. It will assist to make ahead product from the
competition so that customer are readily to purchase it is effective way (Schiele, Harms and
Banerjee, 2014).
Further, in order to grow more profitable aspects within the enterprise, following PEST
and TREND analysis considering effective results and performances at workplace:
PEST analysis
In this way following factors are included which create various impact on the business
operations of The Thai Beverage Public Company Limited:
Political factors
In respect to grow the operations and outcomes of the company, political factors create
highest impact on the cited firm products. This is because, in the market there are various
policies and outcomes are made which create impact on the business operations in effective way.
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In this aspect, The Thai Beverage Public Company Limited has responsibility to follow all rules
and regulations of government which assist them to enhance profitability and performances in
positive aspect.
Economic factors
Further, economic factors are also creates impact to the chosen organization operations.
This is because, in Thailand there is high currency exchange and interest rate creates adverse
impact on each businesses outcomes (Schiele, Harms and Banerjee, 2014). Thus, it is essential to
make productive resources through following all rules and regulations as per the whole business
requirement.
Social factors
Social factors creating impact on the business operations because of customer taste and
changes in their preferences. It creates major impact on the business and its outcomes to operate
functions in international areas. With the help of assessing customers demand and their
preferences, the company has opportunity to enhance their market share through operating
products and services in different areas (Gamble, Peteraf and Thompson, 2015).
Technological factors
This factor is highly impacted on The Thai Beverage Public Company Limited due to
requirement of advance technology and outcomes. In this aspect, the company need to use the
latest technology through they can advertise about their new products within the market which
assist to grow operations and outcomes in effective way (Cheng, Ioannou and Serafeim, 2014).
TREND analysis
In respect to analysis the TREND, following elements are included:
Leading market position
The Thai Beverage Public Company Limited is the largest spirits produce of beer
products within the market. Their sales volume is higher than the other businesses so that it is the
good opportunity towards the firm to enhance their market and share with creating more
effective products and services. With the help of extensive distribution system, the company is
gain leading position within the market which assist to grow outcomes and performances to
ascertain effective results and performances (Dzhandzhugazova, Zaitseva and Chaplyuk, 2015)..
Attractive growth prospects in existing market
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In 2004, the company has market share from the beer products is 60.4% which is highest
in Thailand from the comparison of other elements in market. With the help of splitting the
market, Thailand perceive eighth largest position in all over the world in term of beer products.
Thus, The Thai Beverage Public Company Limited is the major contributor to enhance market
share and profitability of the company products and services (Schiele, Harms and Banerjee,
2014).
A2 Competitor analysis
In respect to grow of alcoholic products, within the Thailand market, there are various
competitor of Thai Beverage Public Company Limited. It includes KIRIN HOLDINGS
COMPANY, LIMITED, Anheuser-Busch In Bev NV Company and DIAGEO PLC Company.
KIRIN HOLDINGS COMPANY, LIMITED (Profile)
This company make good luck beer to operate their functions and operations in different
areas of the world. In this aspect, they perceive their name with Unicom that is Japanese symbol
for good fortune. This business has makes their products and services through attracting more
customer through providing them beer. They have merged their operation and functions with
Kirin Brewery Company. In addition to this, their domestic brand s selling products and services
in different areas of the world such as Australia, Germany and many other nations (Cheng,
Ioannou and Serafeim, 2014).
Anheuser-Busch in Bev NV Company (Profile)
This company is known as how to say beer in various types of language. They are
operating the world largest brewer operates more than 140 breweries across the world. They
have serves their products and services in all over the nations which consist effective operations
and functions within the market. Different outlets of this company make threat for Thai Beverage
Public Company Limited (Dzhandzhugazova, Zaitseva and Chaplyuk, 2015)..
DIAGEO PLC Company (Profile)
This company is leading in premium spirits business in which they are making volume
and sales all over the world. It make effective brand and position of products and services to
attract many people within the enterprise. They are produce almost 20 brand in their products.
They are producing different types of drinks which consists very effective results and
performances to deal with many people at workplace (Gamble, Peteraf and Thompson, 2015).
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This company is making threats for The Thai Beverage Public Company Limited due to
producing products in different types of brand. It will reduce the chosen firm operations and
functions to determines profitability at workplace.
A3 Critical issue
In respect to produce products and services, there are more elements which grows to make
effective results and performances at workplace. I this aspect, the company is facing issue due to
alcoholic beverages industry increase health consciousness. Thus, Thai Beverage Public
Company Limited need to concentrate on this element to enhance productive outcomes and
performances of the company through attract more customer (Cheng, Ioannou and Serafeim,
2014). In addition to this, within the market there is restricted to advertise alcoholic products so
that it create major issue at workplace towards the company to determines their new products in
front of customers. With the help of extensive market profitability, they have to better understand
about their customers so that it would be beneficial to attract more people (Schiele, Harms and
Banerjee, 2014).
A4 Completive strength grid
In respect to ascertain effective results and performances, The Thai Beverage Public
Company Limited producing more products and services in beverages. Thus, their competitive
strength grid consist as follows:
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Illustration 1: Competitive strength grid of The Thai Beverage
Public Company Limited

PART 1(B) STRATEGY DEVELOPMENT, IMPLEMENTATION AND
CONTROL
B1 Identification of strategic, segments and possible market with effective positioning
In respect to ascertain more profit and revenue, the company need to make effective results
and performances at workplace. In this aspect, Thai Beverage Public Company Limited has
making their effective results through producing products and services with effective strategy. In
this way, they have to concentrate on different types of strategies such as distribution channel
and brand building strategy. It will make products and services ahead from the competition
market so that the company can easily well establish their market in effective way (Schiele,
Harms and Banerjee, 2014). It will assist to grow outcomes and performances with development
of criteria.
In this way, the chosen firm using effective segment in their products and services
through they can gain more customer at workplace. Mainly they are targeting customers of
young generation which assist to grow effective results and performances that creating
positioning in the market (Cheng, Ioannou and Serafeim, 2014). With the help of effective
positioning, Thai Beverage Public Company Limited can easily attract more customers within
their business environment. It will make their position is effective to attract various people
together. Thus, they can save their time and cost to deal with different elements.
B2 Setting mission, vision, with including marketing goals and objectives of the company
In respect to meet with effective position of the company, The Thai Beverage Public
Company Limited has vision to make world class beverages products in all over the world. With
the help of effective producer and distributor, the company is embodying commercial
excellences which assist to continuous improvements in their products quality and development
(Dzhandzhugazova, Zaitseva and Chaplyuk, 2015).. Further, the chosen firm has mission to build
strong mutually beneficial relationship with suppliers, customers and distributors so that they can
get more and effective products and services. In this aspect, they are guided to their stakeholders
with following six principles which assist to gain effective results in goals and objectives:
 Offer top quality products and services to each customer
 Respond potentially towards the distributors demand
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 Grow revenue and profits which make sustainable manner to create values for shareholders
and providing favourable return on their investment.
 With the help of role model, they have to make the highest and standard of professionalism
with corporate governance and transparency (Gamble, Peteraf and Thompson, 2015).
 In addition to this, to build a sense of ownership among employees it is essential to
determines profitability with trusting, empowering and rewarding them.
B3 Creating volume through marketing mix elements
Marketing mix consist effective products and services which can be channelized in all over
the market in effective term (Cheng, Ioannou and Serafeim, 2014). In this term, following
elements are included within the company for enhancing their productive value:
Product
In order to make effective product and services, Thai Beverage Public Company Limited
is dealing in different types of products such as alcoholic and non alcoholic drinks. It will be
helpful to capture the market in effective term that shows profitability at workplace. In addition
to this, the company is also using productive quality in their products and services which assist to
attract more customers at workplace (Woodside and LaPlaca, 2014).
Price
Further, Thai Beverage Public Company Limited is providing their products and services
in different areas of the world. In this aspect, they are dealing with high price for their products
and services. This is because; price is the crucial element of marketing mix. In this way, the
company can use skimming pricing strategy which assists to attract more customers together at
workplace (Miller and Lin, 2015).
Place
In addition to this, another marketing mix element consist place in which the company is
providing their products and services in effective way. In this aspect, the chosen firm is using
two types of places in which they can easily attract more customers towards the company. They
can providing their products and services with online and offline stores which assist to make
brand value of company in front of customers (Hong, 2014).
Promotion
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There are different types of promotion strategy through Thai Beverage Public Company
Limited can easily promote their products and services. In this way, they can attract more
customers towards the business. They can use online social media and advertisement in different
aspects which assist to grow operations and functions in different areas (Baer, Dirks and
Nickerson, 2013).
B4 Resource allocation
In respect to make products and services, Thai Beverage Public Company Limited is
dealing with corporate governance. It assist to make brand value of products and services in all
over the world. In this aspect, the chosen firm has responsibility to select effective results and
performances to concentrate on corporate governance principles (Kern and Ackermann, 2014).
In this aspect, they have to use effective and qualitative elements which make productive results
at workplace. In addition to this, the company need to make focus on laws, rules and regulations
which assist to grow outcomes and performances in systematic manner. With the help of SGX
Listing Manual ("Listing Manual"), and the principles and guidelines of the Code of Corporate
Governance 2012 ("CG Code 2012", the company can produce productive products and services
(Alvarez and Barney, 2013).
This CG codes is determines healthiness in particular products and services which assist
to grow profitability at workplace. It is applicable within the effective results and performances
that assist to grow outcomes and performances at workplace (Leyden and Link, 2013). With the
help of CG code 2012 it is essential to extent the possible to make sure that products and service
are qualitative.
B5 Monitoring and controlling
At last, Beverage Public Company Limited need to make controlling and monitoring to
develop their outcomes and performances in effective manner. With the help of profitable
outcomes and performances, the chosen firm has responsibility to deal with different element at
workplace (Carraher and Paridon, 2015). In this way, they have to make concentration on their
qualitative resources which assist to grow operations and functions. They have to analysis their
resources with continues monitoring and controlling which assist to grow performances for
development of the company. In this way, they have to organize general meetings continuously
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which grow profitability at workplace. As results, they can easily attract more customers towards
the company (Dzhandzhugazova, Zaitseva and Chaplyuk, 2015).
PART 2
(1) Narrative to the strategic report
From the above discussion it has been shown that The Thai Beverage Public Company
Limited has opportunity to enhance their market share and profitability for ascertain more profits
and revenue. With the help of PEST analysis, it has been found that the company can easily
incorporate their functions and operations within the market through following different rules
and regulations of government. It will encourage to various customers to use different types of
products and services of the chosen business. It will also enhance their performances to make
productive resources and results at workplace. In addition to this, it formulates positive
environment for enhance market share and results (Said, 2016).
(2) Sustainable and socially response
In respect to meet with goals and objectives, strategic planning is very important that
provides sense of direction and outlines to measure the goals. It is the tool in which day to day
operations and decisions are made at workplace which are helpful to guiding people at
workplace. In order to evaluates progress and changing approach to move towards the
organisation (Cheng, Ioannou and Serafeim, 2014). It is important for The Thai Beverage Public
Company Limited for provides direction and measure the goals and objectives. Hence, the
chosen company can frame their goals and mission for ascertain the targets and outcomes. In
respect to meet with targets and goals, we are unable to meet future outcomes sometimes. Thus,
it is important for the company to establish their operations and performances to reduce overall
strategic planning for ascertain results and performances. As results, targets and measurement
assist to develops performances of the company (Nielsen and Nielsen, 2013). (Schiele, Harms
and Banerjee, 2014)
Strategic planning is started with mission which need to be achieve by the firm. It will
demonstrate practical strategies which enable to management to align their specific targets and
actions for making decisions. With the help of determining strategic mission, guidance need to
be given to each person who contribute their participation for ascertain effective goals and
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targets. With the help of strategic planning, the chosen enterprise can identify performances in
the market. For create help within the chosen business, it is very important to come up with
solution. It connects various people together to provides them effective benefits which is related
to the food and drinks products (Lacerda, Ensslin and Ensslin, 2014). In addition to this, it is also
demonstrated setting of goals and objectives which frames to make proper planning process that
is expressed to measure goals and objectives. With the help of measuring goals and objectives, it
is very important to concentrate in specific results within the chosen business. It will develop
quantities and timelines to expressed performances. Measurable goals is very important which
describes to enable manages and employees to evaluates their progress and pace of development
(Gamble, Peteraf and Thompson, 2015). It will assist to grow operations and performances in
effective environment. In order to increase the sales, specific time period is required at
workplace which assist to grow outcomes and results for ascertain the targets.
With the help of evaluating the progress, The Thai Beverage Public Company Limited
ban evaluates their necessity as per the best information according to specific time period. It
determines the best information which includes time that is more realistic assessment for the
company to achieve the goals and objectives (Schiele, Harms and Banerjee, 2014). The chosen
organisation has also benefits to make their progress continuous for their development to arisen
in the interim. For instance, competitor opens their superstore which redefine the objectives and
evaluates the progress that includes preserving market share. In the strategic planning process, it
is very important to assess results of the organisation. It is specially valuable process which
includes employees in different department which acquire at all level (Molina-Azorin, 2015).
Responsibilities of each person is demonstrates with linking of different activities. It is the main
responsibilities of people to ascertain outcomes and performances as per the contribution of
people.
(3) Individual reflection
As per my point of view, it is very important to make proper strategic planning which
ascertain for developing results and performances. It is providing direction to ascertain the future
goals and objectives. With the help of specific outcomes and performances, the company can
easily deal with organisational development which grows outcomes and results in systematic
manner (Yoo and Reed, 2015). There are different types of strategies take place such as
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