International Market Entry Strategy Analysis - Case Study, Micro-brewery Entering a South American Market
International Marketing Analysis and Strategy: Portfolio/Essay
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Essay Question: Write a 2500 word essay/report advising Consortia Drinks about which two markets to enter in South America (South America here refers to those countries south of Panama, extending to Patagonia).
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1.0
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Introduction
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1.1
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Methodology
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2.0
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Key Statistics and Indicators
I have been tasked with advising Consortia Drinks, a UK based micro-brewery, as to which two international markets they should consider entering in South America. The product to be marketed and sold, ‘England’s Best’, is a collection of beers with high individual sales volumes, proving to be ‘hugely successful in the domestic market’. Retailing at around £5, the multi-packs are bought predominantly by
‘social segments’ where they are consumed at parties and in front of the television during sporting occasions. My recommendation to Consortia Drinks will serve as a preliminary investigation to be further researched and investigated before deciding on an eventual decision.
In my approach to suggesting what I believe to be the two most suitable markets for further investigation, I will be working with a ‘funnel’ approach, firstly looking at a wide range of countries in South America and their key economic, political, social, technological, environmental and legal indicators. From this, I plan to systematically withdraw countries that show signs of obvious instability and/or weakness. After narrowing down the initial broad collection of countries, I will begin to took more critically at other indicators such as lifestyle trends, the competitive environment, and culture, whilst all the time eliminating countries that are comparatively weaker. Finally, as the process becomes more selective, I will perform a top-level risk analysis of the remaining markets; assess the cultural compatibility between the markets and the UK, and finally, any miscellaneous market entry
!
Essay Question: Write a 2500 word essay/report advising Consortia Drinks about which two markets to enter in South America (South America here refers to those countries south of Panama, extending to Patagonia).
!
1.0
!
Introduction
!
1.1
!
Methodology
!
2.0
!
Key Statistics and Indicators
I have been tasked with advising Consortia Drinks, a UK based micro-brewery, as to which two international markets they should consider entering in South America. The product to be marketed and sold, ‘England’s Best’, is a collection of beers with high individual sales volumes, proving to be ‘hugely successful in the domestic market’. Retailing at around £5, the multi-packs are bought predominantly by
‘social segments’ where they are consumed at parties and in front of the television during sporting occasions. My recommendation to Consortia Drinks will serve as a preliminary investigation to be further researched and investigated before deciding on an eventual decision.
In my approach to suggesting what I believe to be the two most suitable markets for further investigation, I will be working with a ‘funnel’ approach, firstly looking at a wide range of countries in South America and their key economic, political, social, technological, environmental and legal indicators. From this, I plan to systematically withdraw countries that show signs of obvious instability and/or weakness. After narrowing down the initial broad collection of countries, I will begin to took more critically at other indicators such as lifestyle trends, the competitive environment, and culture, whilst all the time eliminating countries that are comparatively weaker. Finally, as the process becomes more selective, I will perform a top-level risk analysis of the remaining markets; assess the cultural compatibility between the markets and the UK, and finally, any miscellaneous market entry
References: Hofstede, G (2005). Cultures and Organisations. Software of the Mind. New York: McGrawHill. Euromonitor. 2013. Euromonitor International - Research Sources. [ONLINE] Available at: https://www.portal.euromonitor.com/Portal/ Pages/ResearchSources/ResearchSources.aspx