Introduction
Objective / Purpose of report
The objective of the report is to analyze Tiger beer’s current market position and review its ability to be a top-notch brand amongst all other international 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 International. It opened its first brewery in Singapore and subsequently launched the award-winning Tiger Beer a year later.
APB operates globally through 7 breweries in several 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 over 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 observing the most stringent brewing procedures. It sees no less than 250 quality checks. This process 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 annual report 2007).
APB’s group revenue for the financial year ended 31 December 2007 reported a healthy increase of 17% to S$1.78 billion before tax compared to 2006. APB aims to redu ...