Abstract
This study highlight many different strategies of domestic and imported whiskies as well as analyzed the marketing strategies, marketing mix, including marketing strategies among market leader, challenger, follower and nichers according to Kotler’s theory, defense and attack strategies. Research method was a qualitative and quantitative approach. The results of the study show that marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company. However, market leaders, challengers, followers, and niche strategies” of the whisky industry has been an interesting study.
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