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International Marketing Expansion Strategy of Cheers : Report

   

Added on  2020-02-24

13 Pages3032 Words194 Views
Running Head: GLOBAL BUSINESS 1Global Business

GLOBAL BUSINESS 2Executive Summary The present report examines the international marketing expansion strategy of CHEERS, a craft beer manufacturing organization. The organization has established a niche market share in the Australian market. However, in the recent years, the company has observed a stagnant growth and need to expand in the international markets. In this report, the market attractiveness of Braziland India has been examined. According to the evaluation, the report has arrived at the conclusion that Brazilian market is the most suitable for the future expansion of the organization.The strategy of franchising has been chosen for the international market expansion of the organization.

GLOBAL BUSINESS 3Table of ContentsIntroduction......................................................................................................................................4Analysis of Risks and Opportunities...............................................................................................4India:............................................................................................................................................5Brazil:...........................................................................................................................................7Selected Destination Country..........................................................................................................9Justification of Proposed Entry for Chosen Country.......................................................................9Conclusion.....................................................................................................................................11References......................................................................................................................................12

GLOBAL BUSINESS 4Introduction In 2010, five business graduates opened a craft beer business in Australia after observing the growing demand of the craft business in Australia. The company grew exponentially due to heightened demand among the local Australian people as well as the tourists. A small company, named CHEERS was established, with the initial cost of five hundred thousand Australian dollars and initially brews three different categories of beers. The demand for the company did not deter even when the organization kept the price of the product higher than the mainstream beer and served the niche market of Australia. However, the growth of the organization becomes stagnant after a few years. It is realized that the organization needs to look for other markets to maintain the growth momentum of the company. In this regard, the organization will has shortlisted two potential markets, namely, Brazil and India. The present report will discuss the potential of these two markets and select the best market for the organization. The report will also propose an appropriate market entry strategy for the market. Analysis of Risks and OpportunitiesThe international expansion plan of an organization is a strategic business management decision. In this decision, the company has to select the most appropriate and lucrative market based on several decisions such as economic and the economic factors of the market. In the present section, the risks and the opportunities for both the markets have been evaluated. Several factors such as the political factors, legal aspects, government regulations and financial drawbacks are the risks which can be faced by the government. In contrast to it, the opportunitiesfaced by the organization can be market size, economic growth and the trade agreements. In the present section, the risk and the opportunity faced by the organization in two potential markets,

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