Old Monk in England

Old Monk in England 1
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Old Monk in England 2
Table of Contents
1.0 Introduction..........................................................................................................................4
2.0 Research Methodology...................................................................................................4
3.0 Situation Analysis................................................................................................................4
3.1. Company Analysis..........................................................................................................4
3.2 Organization’s Assets and Skills......................................................................................4
3.3. Market Analysis..............................................................................................................5
3.3.1 Business and Environment Analysis.........................................................................5
3.3.1.1 Political/Legal/Institutional Environments........................................................5
3.3.1.2 Regulatory Environment....................................................................................5
3.3.1.3. Social and Cultural Environment......................................................................6
3.3.1.4. Demographic Environment...............................................................................6
3.3.1.5. Technological Environment..............................................................................6
3.3.1.6. Natural Environment.........................................................................................6
3.3.1.7. Physical Environment......................................................................................7
3.3.2. Nature of Demand....................................................................................................7
3.3.3. Size and Extent of the Demand................................................................................7
3.3.5. Structure of Industry................................................................................................7
3.4 Competitor Analysis.........................................................................................................8
4.1 Internal Company Strengths and Weaknesses.................................................................8
4.3 Implications of SWOT Analysis......................................................................................9

Old Monk in England 3
5.1. International Objectives................................................................................................10
5.2 Market Objectives..........................................................................................................10
6.1. Target Markets Identification and Segmentation strategy............................................10
7.1. Product/Service and Branding Strategy........................................................................11
7.4 Promotion Strategy.........................................................................................................12
8.0 Planning Budget.................................................................................................................12
8.1 Planning Assumptions....................................................................................................12
8.3 Forecast profitability......................................................................................................12
9.1 Formal Project Plan for Implementation of Recommendations.....................................13
10 Bibliography........................................................................................................................14
11.0 Appendices.......................................................................................................................17
11.1 Situation Analysis........................................................................................................17
11.2 SWOT Analysis...........................................................................................................18
11.3 Cost Structure...............................................................................................................19
11.4 Competitive Structure..................................................................................................20

Old Monk in England 4
1.0 Introduction
Old Monk is one of the most iconic brands in India. Started in 1954, it is a firm that
specializes in Dark Rum. It has an alcohol content of 42.8% and is produced in Ghaziabad in
Uttar Pradesh. Old Monk has been one of the most established rum brands in the country, and
is sold by retailers all over the world (Hoover, 2016). The company’s primary target are
Indian consumers, and those who wish to have alcohol, but are not willing to shell out the
money for expensive liquor. The primary entry strategy would be through bars and pubs, and
local distributors in the UK. The primary target audience in the UK would be Indians,
students and those who might not be able to afford expensive alcohol.
2.0 Research Methodology
The main research methodology that will be used will be a situation analysis and a SWOT
analysis as well.
3.0 Situation Analysis
3.1. Company Analysis
Old Monk is one of the most recognized brands in India. Started in 1954, it is one of the most
recognized Indian-Made Foreign Liquor Brands in the country. The company is estimated to
be worth over US $240 million (Kong & Chen, 2018). The company does not believe in
advertising, but instead in word of mouth spreading of the name of the brand. Thus, it is one
of the only alcohol brands that believes in the loyalty of the customers.
3.2 Organization’s Assets and Skills
The organization’s main asset is the loyalty that the customers have towards the company. By
gaining customer loyalty, they have ensured that they do not need to spend the money on
advertising, but can rather come up with better products (Koos, 2011). The main skill and
asset is the product itself, which has been known to be extremely inexpensive.