Elements of Tiger Beer Marketing Plan
. These five factors are (a) the threat of new entrants, (b) the bargaining power of buyers, (c) the threat of substitute products, (d) the bargaining power of suppliers, and (e) the intensity of rivalry among the players in the industry . Michael Porter (68-69) pointed out that rivalry among existing competitors can become intense as each competitor attempts to improve industry position through the use of price competition, advertising, product introductions, and increased customer service . Figure 5 (on the following page) illustrates the interactions of the components of the model . 6 .1 .1 Threat of New Entrants In the not too distant past, the threat of new entrants into the beer market was relatively high because the barriers to entry into the industry were very low . The barriers to entry were low b This research develops a marketing plan for Tiger Beer . The eight principal elements of the presentation of this marketing plan are as follows: Methodology employed in developing the marketing plan Marketing orientation of the company in relation to Tiger Beer Marketing audit focusing on Tiger Beer Recommendations for improving the marketing effort for Tiger Beer Proposed action plan for implementing the recommendations to improve the marketing effort for Tiger Beer Conclusion related to the probable outcome of implementing proposed recommendations to improve the marketing effort for Tiger Beer 2 .0 .0 Company Background & Situational Analysis