International Marketing - Cheers

International
Marketing
Student Details
1-1-2020
Word Count- 2943

INTERNATIONAL MARKETING 1
Executive Summary
Cheers is an Australia based brewing company, specialises in craft beer. The organisation has
achieved success within Australia and is focusing upon expanding its business operations
within international markets, as a choice Cheers has selected India and Brazil for expansion
of its business operations. The market within India and Brazil has potential growth
opportunities for a brewing company, but in comparison to Brazil, India is a better choice for
the market expansion of Cheers, as India has a stable and developing economic condition as
compared to Brazil, also the preference of customers within Indian markets is shifting
towards premium quality craft beers.
Cheers can effectively enter within the Indian industry through exporting its products within
the market through a distributor, the organisation can focus upon the selection of the place
where the products will be available for the sale and can focus upon the extensive distributive
strategy, as the craft beers are premium quality products, therefore the customer segment who
can afford such premium products can be targeted at high-end clubs, bars or at 5star hotels.
Therefore, the organisation is required to focus upon the product quality as well as ensuring
the effective distribution of its products within the industry so that it can ensure its success
within the industry.

INTERNATIONAL MARKETING 2
Table of Contents
Introduction................................................................................................................................3
Risk and Opportunity Analysis..................................................................................................3
Opportunities available for the organisation..........................................................................6
Selection of the Destination for expansion............................................................................7
Market Entry Strategy................................................................................................................8
Marketing Strategy to be adopted by the company....................................................................9
Human Resource Strategy........................................................................................................11
Conclusion................................................................................................................................11
References................................................................................................................................13

INTERNATIONAL MARKETING 3
Introduction
The rapidly changing social preferences have resulted in the growth and expansion of the
brewing industry, as with the changing lifestyle and the urbanisation of the societies the
popularity of beer consumption is increasing. The developing economies including India and
Brazil have shown effective market growth in terms of beer consumption. The attitude of
societies within the nation are changing towards the consumption of beer, therefore with the
changes in the consumer preferences, the competition within the industry is also growing, as
the brands are promoting their products internationally within the global markets (Mifsud,
2018).
Cheers is an Australia based start-up that brews craft beers, after the success within the
Australian market, Cheers focus on its international expansion and selects India and Brazil as
the market choices for its international expansion. The report is focused on analysing the risk
and opportunities available within the nations, and effectively analysing the strategies that
Cheers can adapt to ensure its business success within the nations.
Risk and Opportunity Analysis
The organisation operating within the industry is exposed to certain risks as well as
opportunities, therefore it is required that the management of the organisation effectively
focus upon analysing the internal as well as external environment of the business so that such
risks and opportunities can be identified and the decisions can be made to avoid the risk
factor and to work effectively so that the business performance can be improved. The risk and
opportunities can be analysed through effective evaluating business environments. The
management of the organisation is focusing upon the business expansion within India and