A study of consumer preferences against marketing strategies in the food and beverage industry.
Choo, Zhi Hui.
Lee, Nian Sia.
Date of Issue2005
College of Business (Nanyang Business School)
This report is focused on exploring the types of marketing strategy utilised by brands operating across different categories of the F&B industry in Singapore. With this study we are attempting to understand the competitive strategies adopted in the local context, and aim to create guidelines for successful competitive marketing strategies with the results of our research and findings.
Final Year Project (FYP)
Nanyang Technological University