Comprehensive Report: Market Attractiveness of Old Fashioned Company

This report provides an analysis of the market attractiveness of the Old Fashioned Company, a whiskey cocktail company. It assesses the potential value of the market, considering factors such as market size, growth rate, competition, and profitability within the UK alcoholic beverage industry. The report explores the impact of consumer trends, including the increasing focus on quality over quantity and the rising popularity of cocktails, on the company's market attractiveness. It also examines the role of disposable income, changing lifestyles, and the availability of botanical and vegetable cocktails in driving market growth. The report concludes by highlighting the key factors that contribute to market attractiveness, including resources, competition, profits, and growth rate, and emphasizes the importance of evaluating market trends and competitor positioning.

Market Attractiveness
A Report on Old Fashioned Company
Name of the Student
12/17/2019

Contents
Introduction................................................................................................................................2
Market Attractiveness of Old Fashioned....................................................................................2
Conclusion..................................................................................................................................2
References..................................................................................................................................4
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Introduction
This report will explore the market attractiveness of the Old Fashioned Company. Market
attractiveness is the measure of the potential value of the specific market. The Old fashioned
company is the whiskey cocktail company. This organization beautifully designed cocktail kit
which serves 6 handcrafted premium Old Fashioned cocktails.
Market Attractiveness of Old Fashioned
This section mainly explores the market attractiveness of the Old Fashioned Company. It is
the measure of the opportunities of the marketplace which offers to the Old Fashioned
Company with an acknowledgment of various factors within the marketplace, including
market size and growth rate and some outside factors like competition, raw materials, and
industry capacity (Bowtell, 2015). The alcohol consumption is stagnating as customers
increase paying attention to wellness and health, but this indicates that customers increasingly
value quality over quantity. Market size and growth rate are the main market attractiveness
for this organization. These two factors are two basic factors when evaluating the
marketplace (Stindt et al., 2017). In the UK, the alcoholic beverage industry is large and is
able to provide more opportunities to sell products. Additionally, the larger marketplace
indicates a higher potential for profitability at a lower margin. The market size of the
alcoholic beverage is important for considering the growth rate (Fales et al., 2016).
Moreover, a non-growing marketplace indicates that the revenue of this organization's
potential is finite. On the other hand, if the alcoholic beverage industry is associated with low
growth then the market attractiveness of the Old Fashioned Company is quite difficult. In this
situation, many competitors in the same industry are fighting for the same sales. On the other
hand, this condition leads to a lower market share for all the players in the same industry at
the lower margin rate.
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On the other hand, the increase in cocktail consumption is affecting the increase in disposable
income of the people and changing the lifestyle of the people that drive the rate of growth of
the marketplace (Ragland et al., 2015). Additionally, the availability of botanical and
vegetable cocktails is the major driver of the UK alcoholic beverage industry. In addition, the
rate of higher cocktail consumption and more deep-rooted cocktail culture in the UK are
expected to provide growth opportunities to the other participants in the marketplace. On the
other hand, the market attractiveness of the alcoholic beverage industry of the UK can attract
by competition within the marketplace, short-term and long-term profits, alignment with
business strategy, cost of entry into the marketplace, growth rate of the market, governmental
support and political stability, etc., the size of the market after growth, capability to build a
defensible position within the marketplace (Fales et al., 2016).
Conclusion
This report explored the market attractiveness of the Old Fashioned Company. This report
has identified that this organization can attract a market by its resource, competition, profits
size of the marketplace and growth rate of the market. This report has also identified that the
current and emerging market trends and dynamics of the global cocktail marketplace
(Bowtell, 2015). This report is the evaluation of market attractiveness by following key
players positioning and monitoring the top competitors into the UK marketplace.
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References
Bowtell, J., 2015. Assessing the value and market attractiveness of the accessible tourism
industry in Europe: a focus on major travel and leisure companies. Journal of Tourism
Futures, 1(3), pp.203-22.
Fales, M.R., Frederick, D.A., Garcia, J.R. and Gildersleeve, K.A., 2016. Mating markets and
bargaining hands: Mate preferences for attractiveness and resources in two national US
studies. Personality and Individual Differences, 88(1), pp.78-87.
Ragland, C.B., Brouthers, L.E. and Widmier, S.M., 2015. Institutional theory and
international market selection for direct selling. Marketing Intelligence & Planning, 33(4),
pp.538-55.
Stindt, D. et al., 2017. On the attractiveness of product recovery: The forces that shape
reverse markets. Journal of Industrial Ecology, 21(4), pp.980-94.
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