1. Introduction
“International marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.”
(Onkvisit and Shaw, 1997)
This report analyses the Black Sheep Brewery and gives recommendations on international expansion. It will analyse four pre-selected possible new markets, (Canada, Japan, South Africa and Spain) recommend one of them for future expansion and outline a market entry strategy and a marketing mix for this new market. The author is a consultant employed by New Paradigms Research Organisation.
According to McCarthy and Perreault (1994) a 5 step approach has to be implemented to find a new potential market:
1. Defining the problem
2. Analysing the situation
3. getting problem-specific data
4. Interpreting the data
5. Solving the problem
In order to find the best potential market for the brewery the author has to examine the different potential countries in consideration of their accessibility, market size and profitability. Furthermore recommendations due to the market choice, the market entry strategy and the marketing mix will be given.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Company Profile
- The Beer Industry
- Goals and Objectives
- Environmental Analysis
- Analysis of the Internal Environment
- Swot-Analysis
- Analysis of the External Environment
- Market Choice- Recommendation
- Market Entry Strategy
- Market Entry Methods
- Fig. 1
- Implementation
- The Marketing Mix
- Product
- Place
- Price
- Promotion
- People
- Process
- Physical Evidence
- Fig. 2
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report provides a comprehensive analysis of Black Sheep Brewery and outlines recommendations for international expansion. It focuses on four potential new markets: Canada, Japan, South Africa, and Spain. The report then recommends a suitable market for expansion, outlines a market entry strategy, and proposes a marketing mix for the selected market.
- Identifying the most suitable new market for Black Sheep Brewery.
- Developing a market entry strategy for the chosen market.
- Proposing a comprehensive marketing mix for the selected market.
- Analyzing the internal and external factors affecting Black Sheep's expansion.
- Understanding the competitive landscape and market dynamics within the selected market.
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction provides a company profile of Black Sheep Brewery, highlighting its product portfolio, annual turnover, and current international presence. It also outlines the objectives and goals for international expansion. The environmental analysis chapter examines the internal and external factors that could impact Black Sheep's international marketing efforts, including a SWOT analysis and SLEPT analysis of each potential market.
The market choice recommendation chapter presents a detailed analysis of each potential market, considering factors like market size, growth rate, competition, profit potential, and market accessibility. It then recommends Japan as the most suitable market for Black Sheep to enter. The market entry strategy chapter discusses the choice of an indirect exporting method through a domestic-based export merchant, minimizing risks and costs for Black Sheep.
Finally, the implementation chapter delves into the marketing mix, including product, place, price, and promotion strategies for the Japanese market. It emphasizes maintaining Black Sheep's unique brand image and using a combination of promotion activities to reach the target audience.
Schlüsselwörter (Keywords)
International Marketing, Market Entry Strategy, Marketing Mix, Beer Industry, Black Sheep Brewery, Japan, Exporting, Differentiation Strategy, Market Development Strategy, SWOT Analysis, SLEPT Analysis, Competitive Advantage, Brand Image, Promotion Strategy, Internationalization.
- Citation du texte
- Stefanie Aulenbach (Auteur), 2007, An international marketing strategy for Black Sheep Brewery in Australia, Munich, GRIN Verlag, https://www.grin.com/document/79855
