Fizz without the guilt : Singha's leap into health-conscious beverages / Shabab Absarul Islam, Quazi Tafsirul Islam, Ahanaf Akif.

Format:

Book

Author/Creator:

Islam, Shabab Absarul, author.

Islam, Quazi Tafsirul, author.

Akif, Ahanaf, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Business planning--Case studies.

Business planning.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2026.

Summary:

The case examines Singha Corporation, Thailand's first and largest brewery. Singha was founded nearly one century ago, in 1933. The company, which began as a local brewery, has positioned itself as a significant global brand. In addition to beer, Singha produces a broad range of snacks and beverages, which are sold globally. The case focuses on Singha's strategic decision to diversify its business to meet consumer preferences. Additionally, the company deals with the complex nature of competition and shifting consumer preferences towards craft and premium beers. Singha has benefited from clever marketing, digital distribution, and sustainability practices in a market dominated by large companies such as Thai Beverage and Heineken. The case also explores dilemmas faced by Singha, the most important being balancing tradition with innovation. Students will be asked to analyze the impact of Singha's strategic decisions on its market position and apply business concepts such as strategic management, market segmentation, and sustainable practices to propose solutions for the identified challenges.

Notes:

Description based on XML content.

ISBN:

1-0718-9823-X

9781071898239

OCLC:

1569209151

Publisher Number:

T297832