Cheap Product Proper Promotional Channels

Running Head: MARKETING STRATEGY AND ENTRY PLAN
MARKETING STRATEGY AND ENTRY PLAN
Name of the Student:
Name of University:
Author Note:

1MARKETING STRATEGY AND ENTRY PLAN
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Assessment of current set of metrics.........................................................................................3
2.1 SOSTAC model.....................................................................................................................3
2.1.1 Situational analysis.........................................................................................................3
2.1.2 Objectives.......................................................................................................................7
2.1.3 Strategy...........................................................................................................................7
2.1.4 Tactics.............................................................................................................................7
2.1.5 Actions............................................................................................................................7
2.1.5 Control............................................................................................................................8
2.2 McKinsey 7s model...............................................................................................................8
2.2.1 Structure..........................................................................................................................8
2.2.2 System.............................................................................................................................8
2.2.3 Style................................................................................................................................8
2.2.4 Staff.................................................................................................................................9
2.2.5 Skills...............................................................................................................................9
2.2.6 Strategy...........................................................................................................................9
2.2.7 Shared value....................................................................................................................9
3.0 Company’s performance evaluation and dashboard................................................................10
3.1 Four potential export markets..............................................................................................10
Spain......................................................................................................................................10
Canada...................................................................................................................................10
France....................................................................................................................................10
Australia.................................................................................................................................11
3.2 Screening and selection.......................................................................................................11
3.2.1 Macro risk screening.....................................................................................................11
4.2.2 Macro indicator of potential.........................................................................................11
3.2.3 Micro-market specific demand.....................................................................................12
3.2.4 Easy of entry screening.................................................................................................13
3.2.5 Culture and psychic screening......................................................................................13
3.2.6 Totals of screening........................................................................................................14
3.3 Screening conclusion and choice.........................................................................................14
3.4 Proposed metrics..................................................................................................................14

2MARKETING STRATEGY AND ENTRY PLAN
3.4.1 Marketing metrics.........................................................................................................14
3.4.2 Target customers...........................................................................................................15
3.5 Dashboard............................................................................................................................16
3.5.1 Lifestyle of the customers.............................................................................................16
3.5.2 Income of the customer................................................................................................17
3.5.3 Age of the customer......................................................................................................17
3.5.4 Social media usage of the customers............................................................................18
3.5.5 Alcohol consumption by age........................................................................................18
5.0 Recommendations....................................................................................................................19
5.1 Market entry mode...............................................................................................................19
5.2 Marketing channels..............................................................................................................19
6.0 Conclusion...............................................................................................................................20
7.0 Reference.................................................................................................................................21
Appendices....................................................................................................................................26
Appendix 1- Justification for choosing the right market...........................................................26
Appendix 2- Macro risk score...................................................................................................26
Appendix 3- Justification for the potential macro indicators....................................................29
Appendix 4- Understanding the micro-market specific demand...............................................30
Appendix 5- Justification for the easy of entry scores..............................................................31
Appendix 6- Cultural understanding of each market.................................................................32
Appendix 7- Potential barriers in the Australian market...........................................................34

3MARKETING STRATEGY AND ENTRY PLAN
1.0 Introduction
Gin is considered to be one of the popular alcohol beverages across the world with its
effective market capitalisation and brand value. In this regard, many of the gin manufacturing
and brewing companies are intended to expand its business in the international market by
establishing an effective and extensive market research and entry mode. In response to this,
Brighton Gin is considered to be a SME company of UK which is popularised for brewing world
class gins (Inman 2020). As a matter of fact, the company also won a number of awards for its
excellence in gin brewing and selling. Established in 2013, Brighton Gin collects ingredients
from local sources and labelled with 100% vegan including wax bottle caps and gum (Caton
2019). The exquisite nature and the high quality of Gin also set the price of Brighton Gin high in
compare to other Gin manufacturers in UK (Brighton Gin. 2020). In response to this, Brighton
Gin is willing to increase its profit by expanding the business in international market. Therefore,
the favourable locations are Spain, France, Canada and Australia. Moreover, the company is also
looking forward to the market entry strategies in order to gain better advantage in the
competitive market. Therefore, this report aims to create an extensive research over choosing the
best potential market of Brighton Gin and the best market entry mode that can help to meet the
objectives of the organisation effectively.
2.0 Assessment of current set of metrics
2.1 SOSTAC model
2.1.1 Situational analysis
Macro environment analysis

4MARKETING STRATEGY AND ENTRY PLAN
Factors Explanation
Political  The federal structure of the government helps to develop an
effective administration and intense focus on the business
environment.
 The stability of the government and regulatory environment make
Australia a better place for safe investment.
 Transparency in the government and the nature of adaptability
makes it suitable for the foreign business companies to invest in
Australia.
Economic  Steady GDP growth indicates the purchasing capabilities of the
Australian people that provides an assurance to the business
companies and boost its confidence.
 High cost of living is also considered to be another major facet that
Australia is witnessing which is similar to the developed countries
in the West. Therefore, it should not be a problem for the West
European multinational companies to visit and invest in Australia.
Social  There are some issues regarding ethnicity and racism in the local
communities. However, overall Australia can be depicted as a open
society with full of prosperity and hospitality.
 Average age of the people is below 40 that is a very promising
nature of the Australian society.
 Decreasing rate of employment helps to create more cohesion and
sustainability within the society.

5MARKETING STRATEGY AND ENTRY PLAN
Technological  Government endorsement towards using cutting edge technologies
in business is a motivating factor for the business companies.
 Innovation and uniqueness are part and parcel of the business
companies in Australia that leads towards next generation business
orientation.
Legal  Fair Work Act 2009 helps to meet the interests of the employees
and protect them from any kind of the exploitation in job.
 The government also facilitates strict regulation for maintaining
equal opportunity in business so that both the large and small and
medium scale enterprises get equal chance to establish business
effectively.
Environment  The Australian government is very much concern about the impact
of business over environment.
 The Environment protection Act of 1974 does not only emphasise
on the responsibility of the local communities but also push the
business companies to take participates in saving the earth.
Micro environment analysis
Factors Explanation
Competitive rivalry High rivalry in the market is obvious as
Australia is becomes the new hub of alcohol
beverages consumption (McCambridge,
Coleman and McEachern 2019). In fact, the

6MARKETING STRATEGY AND ENTRY PLAN
visit of the tourists also boosts the expansion of
the market.
Bargaining power of suppliers Low bargaining power of suppliers can be seen
as there are many domestic and international
suppliers that can provide raw materials to the
breweries.
Bargaining power of buyers The power of the buyers is very high as most
of the customers are switchers and looking for
the different products with high quality and
cheap pricing (Lim et al. 2019). Moreover, the
visit of huge number of tourists throughout the
year creates different customer behaviour and
target market.
Threat of new entrants The gin market is started booming in Australia
and it is becoming a lucrative opportunity for
both domestic and international competitors to
exploit the opportunities (abc.net.au 2018). As
a result of that there is always a high threat for
gin brewers.
Threat of substitution A moderate level of threat of substitution can
be seen in the Australian market where
different alcohol drinks are easily available
(Kaewpramkusol et al. 2019). However, proper

7MARKETING STRATEGY AND ENTRY PLAN
set of target market will deliver competitive
edge to the gin manufacturers.
SWOT analysis
Brighton Gin SWOT Analysis
Strengths
-Won UK’s favourite gin in the People’s
Drink Awards
- 100% Certified Vegan Product
-Reputation, High Quality Gin/Premium
Gin
Weaknesses
-Not available everywhere all-around UK
which leads to supply/demand issue
-Manufacturing Capacity-Small batches
-Time/Finance Limitation
-Price- priced higher that the other Gin
brands
Opportunities
-Export to new markets
Threats
-Brexit- possible economic downturn
(Inman, 2020)
-Competition from other Gin brands as the
Gin market in the UK increases
2.1.2 Objectives
The objective of Brighton Gin is to expand its market successfully in the overseas market
and boost the revenue stream upward.