Asia Pacific Breweries' anchor beer in Singapore (B) : the new challenges

• Main Authors: Chung, Cindy Mann Yien, Tan, Shirley
• Other Authors: Nanyang Business School
• Format: Case Study
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing
• Online Access: https://hdl.handle.net/10356/100074; http://hdl.handle.net/10220/13566; http://www.asiacase.com/case/ntuAbcc/anchorBeer-B.html
• Institution: Nanyang Technological University

It was in mid-2002 when a key decision concerning Anchor's future was finally made. After several rounds of internal debates, Dorit Grueber, Assistant General Manager (Marketing) of Asia Pacific Breweries Singapore, and Melvyn Ng, Senior Brand Manager (Specialty Brands), managed to convince Dr....