This research highlights in detail the many different strategies employed by market leader, challenger and niche, competitors both in domestic and imported whiskies and techniques of internationally known brands. The purpose of the study was to assess the marketing strategy practices of domestic and imported whiskies and to identify whether it was aligned with the target marketing, marketing mix and marketing strategies to satisfy customers. In addition, this study demonstrates marketing strategies among market leader, challenger, follower, and nichers before liberalization in 2000.

Dr.Sinee Sankrusme is an Associate Professor in International Business Department,Ramkhamheang University, Thailand. She has authored books and has published many research papers and articles. She is widely recognized for numerous publications in the international business journals and also joined the international business conferences.