Marketing strategy in brewery industry : Case study of Gorkha Brewer
Shrestha, Sanjay (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023061624067
https://urn.fi/URN:NBN:fi:amk-2023061624067
Tiivistelmä
Marketing is a long-term process that involves planning and identifying the right market and tools to develop a sound business strategy. The goal of marketing is to create and capture customer value, which requires careful planning and strategic thinking to achieve success.
The objective of this thesis was to conduct a realistic analysis of marketing strategies and tools, using the case study of Gorkha Brewery to identify and evaluate selected market targets. In addition, the study aimed to increase the company's visibility by comparing the results of the marketing analysis with the company's goals of becoming the best service provider in its market area. Gorkha Brewery, located in Nepal, has established a strong market presence with a market share of over 70%. It is considered one of the leading manufacturing sites in South Asia, with a state-of-the-art brewing facility and technical expertise.
The thesis consists of principal aspects: the theoretical element and implemented idea in designing an advertising plan of Gorkha brewery. The first element describes analytical tools which might be imple-mented for developing an advertising plan, which includes PESTEL, SWOT, and the 4P’s (advertising mix). The second part of the thesis will involve applying theoretical knowledge to the case organization, utilizing both primary and secondary data sources to gain a valuable insight. This will enable a deeper understanding of the practical application of marketing strategies and tools in the context of the case or-ganization.
The objective of this thesis was to conduct a realistic analysis of marketing strategies and tools, using the case study of Gorkha Brewery to identify and evaluate selected market targets. In addition, the study aimed to increase the company's visibility by comparing the results of the marketing analysis with the company's goals of becoming the best service provider in its market area. Gorkha Brewery, located in Nepal, has established a strong market presence with a market share of over 70%. It is considered one of the leading manufacturing sites in South Asia, with a state-of-the-art brewing facility and technical expertise.
The thesis consists of principal aspects: the theoretical element and implemented idea in designing an advertising plan of Gorkha brewery. The first element describes analytical tools which might be imple-mented for developing an advertising plan, which includes PESTEL, SWOT, and the 4P’s (advertising mix). The second part of the thesis will involve applying theoretical knowledge to the case organization, utilizing both primary and secondary data sources to gain a valuable insight. This will enable a deeper understanding of the practical application of marketing strategies and tools in the context of the case or-ganization.