"Breweries that can add
superior talent to their
operations will be able to
snatch great chunks of
market share away from
those that are slow to
adapt to the new
environment." Panya
Pongtanya, General
Manager of TAPB.
www.thaiasiapacificbrewery.com
I
also played host to the Asian finals of the Heineken Music Thirst
competition.
TAPB's involvement with these events has ensured that there is a strong
emotional connection between Thai beer drinkers and the Heineken brand.
"The year ahead will be tough," says Pongtanya. "Apart from a more
stringent regulatory environment that is also restricting selling hours;
competition will become a lot tougher because now all major breweries are
operating in all three key market segments. Competitive strategies will
become more sophisticated and there will also be increasing pressure on
prices."
With preparations under way to report 7% growth in TAPB's business
during 2005—a year in which the Thai beer market showed no growth—and
plans for 20% growth in 2006, there should be little doubt that Panya and
his colleagues are up to the challenge of making TAPB a major force in
Thailand's frothing beer market.
