Paper Topic:

Marketing research of Whisky and Market entry strategy

p MARKETING RESEARCH OF WHISKY AND MARKET ENTRY STRATEGY

2007

Introduction

Whisky industry is one of the largest international selling drink globally . Since its inception , it has grown leaps and bound and has acquired a name for producing quality Whisky industry though in the initial periods it had to face lot of difficulties to make an entry in the export sector . It has been more than 100 years , since this company was formed . Since then , slowly but steadily , it has gained a substantial amount of market share in the retailing services

segment and has been the market leader in this category

International Marketing Research Plan is concerned with the structuring of the relationship between a business and the global sector . The environment in which business operates has a greater influence on their successes or failures . There is a strong linkage between the changing circumstances , the strategic response of the business to such changes and the performance . It is therefore important to understand the forces of external environment the way they will influence this linkage . The external environment which is dynamic and changing holds both opportunities and threats for the organizations . The changes in the environment affect the risk levels of various investments to be made in the new situations

The macro environments in which all firms operate broadly consist of the economic environment , the political and legal environment , the socio cultural aspects and the environment related issues . The technological temper and its progress has been the key driver behind the major changes witnessed in the external environment making it increasingly complex to enter in other countries

Competitive Strategy : To have the widest range of variants on its regular production schedules as a differential advantage vis-a-vis its competitors

Overall Marketing Objectives

The company needs to analyze the kind of impact the export may bring in their industry as the impacts are never same for all industries . The emerging demographic pro of any country will have very different consequences for businesses . The former will face an adverse effect , the latter will have a positive effect and this needs to be analyzed and integrated into strategic decision making

Strategic Challenges and Problems to establish the Market Entry Strategy

Companies that compete globally generally face two types of competitive pressures : pressures for cost reductions and pressures to be locally responsive . International companies must cope with pressures for cost reductions . This is more so for industries producing items for exports for which price is the main competitive weapon . Pressures for cost reductions are also severe in industries in which the competitors are based in low-cost locations . Liberalization of the world trade environment is also expected to generally increase cost pressures because of greater international competition . Countering pressures for cost reductions requires that a company minimize its unit costs . To attain this goal , the company has to base its value creating activities at the most favorable low-cost location anywhere in the world and offer a standardized product globally in to ride down the experience curve as...

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