The Black Sheep Brewery Plc is a traditional English brewery based in Masham, North Yorkshire. Masham is an ancient trading place for sheeps. That is reflected in the name of the brewery. The founder is Paul Theakston (today managing director), the fifth generation of a famous Masham brewer family. The brewery is divided into 4 departments: Production, Sales and Distribution, Administration and Visitor Centre with a total of 116 employees. Last year turnover added up to₤14,310,900 that result in a total gross profit of₤4,815,451. In 2006 the brewery also gets a national accolade: the Brewery of the Year title by the Good Pub Guide.
Black Sheep is a relatively young brewery; first pints of beer were sold in pubs in and around the Yorkshire Dales in October 1992. Today six ales are brewed: Black Sheep Ale, Best Bitter, Emmerdale, Riggwelter, Holy Grale and Golden Sheep. All these ales are special in their taste. The reasons are:
Crystal clear dales water from their own well
Maris Otter malted barley for extra flavour Some wheat to fortify our beers’ natural head A little roasted malt for colour and flavour
Generous amounts of whole English hops to make the beer really refreshing. (www.blacksheep.co.uk)
The ales can be bought either in bottles or cask of different size and they can be drunken in many pubs all around the world. Despite of that, Black Sheep is always open-minded about capturing new markets.
Table of Contents
- Introduction
- Environmental Analysis of Potential Markets
- SWOT Black Sheep
- PESTL Excluded Countries
- India
- France
- USA
- Australia
- Market Entry Strategies
- Indirect Export
- Direct Export
- Agents
- Distributors
- International Marketing Strategies
- Export Marketing Mix & the 7 Ps
- Product
- Pricing
- Promotion
- Distribution (Place)
- Services
- Finance and Administration
- Technical
- Export Marketing Mix & the 7 Ps
- Appendix
- PESTL India
- PESTL France
- PESTL USA
- PESTL Australia
- 12 C Framework
Objectives and Key Themes
This assignment aims to assess the potential for Black Sheep Brewery Plc, a traditional English brewery, to expand into international markets. The document analyzes the company's internal strengths and weaknesses, as well as external opportunities and threats, to identify suitable markets for expansion. It explores various market entry strategies and examines the 7Ps of marketing within an international context.
- SWOT Analysis of Black Sheep Brewery
- PESTL Analysis of Potential Markets
- Market Entry Strategies
- International Marketing Mix & the 7Ps
- Considerations for Expansion into New Markets
Chapter Summaries
The introduction provides an overview of Black Sheep Brewery, its history, and its current position in the UK market. Chapter 2 dives into the environmental analysis of potential markets, focusing on the SWOT analysis of Black Sheep and the PESTL analysis of specific countries like India, France, USA, and Australia.
Chapter 3 explores various market entry strategies for Black Sheep, outlining the advantages and disadvantages of indirect and direct export, including options like agents and distributors. The final chapter, chapter 4, delves into the 7Ps of marketing mix within an international context, considering product, pricing, promotion, distribution, services, finance & administration, and technical aspects.
Keywords
The report explores key concepts such as SWOT analysis, PESTL analysis, market entry strategies, international marketing mix, 7Ps of marketing, and the potential of Black Sheep Brewery to expand into international markets. The analysis focuses on the brewery's strengths, weaknesses, opportunities, and threats in the context of global competition and consumer preferences.
- Quote paper
- Sabine Schulz (Author), 2007, Market Entry Strategy Black Sheep Brewery, Munich, GRIN Verlag, https://www.grin.com/document/71803
