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Swot Analysis Of Guinness Anchor Berhad

2097 Words9 Pages

Marketing plan Executive Summary 1.0 The company Guinness Anchor Berhad (GAB) was formed in 1989 with the merger of Guinness Malaysia Bhd and Malayan Breweries (Malaya) Sdn Bhd. GAB product lines include Tiger, Tiger Radler, Guinness, Heineken, Anchor Smooth, Anchor Strong, Kilkenny and Anglia Shandy. It also produces the non-alcoholic Malta. GAB’s portfolio of brands also includes imported brands such as Strongbow, Kirin Ichiban, Smirnoff Ice, Affligem and Paulaner (Guinness Anchor Berhad, 2016). Carlton & United Breweries (CUB) is one of the most iconic beer companies in Australia. Their products line includes some of Australia’s most well-known beers, such as Victoria Bitter, Carlton Draught, Cascade, Crown Lager, Melbourne Bitter, Pure …show more content…

Thus with the collaboration between Carlton & United Beverages and Guinness Anchor Berhad (GAB), Carlton Cold beer can tap into the existing market and resources of GAB easily without having to start from scratch. Henry Ford once said that “coming together is a beginning; keeping together is progress; working together is success,” with this collaboration, Carlton & United Beverages can easily introduce its latest product into Malaysian market and GAB would be able to strengthen its position in Malaysia’s beer …show more content…

There are several channels that Carlton Cold can use to maximize sales. Carlton Cold can self-distribute or go through a retailer using GAB existing distribution channel and warehouse located throughout Malaysia. The distributor must be large enough to offer state wide distribution many smaller distributors offer only metro distribution and the bars and pubs that bars that is the existing clients of GAB as well as shops that are licensed to sell alcoholic beverages must have good business conduct and hygiene record in the best way possible. It also will be available online via the official website as well as third party online retailer. 3.2.4 Promotion Carlton Cold will employ creative marketing and promotional techniques to attract consumers into buying its products. “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does” – Steuart Henderson Britt thus a good promotional strategy will ensure a successful launch a Carlton Cold in

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