Brighton Gin: International Marketing Strategy and Entry Plan

This report provides a comprehensive analysis of Brighton Gin's international market entry strategy. It begins with an introduction to Brighton Gin, a UK-based SME specializing in premium gin, and its interest in expanding internationally. The report then assesses the current marketing metrics using the SOSTAC and McKinsey 7s models to evaluate the company's situation, objectives, strategy, tactics, actions, and control mechanisms, as well as its structure, systems, style, staff, skills, strategy, and shared values. The report evaluates four potential export markets: Spain, Canada, France, and Australia, employing a screening process based on macro and micro factors, ease of entry, and cultural considerations to determine the most suitable market. It then proposes marketing metrics and a dashboard to monitor performance, focusing on customer lifestyles, income, age, social media usage, and alcohol consumption patterns. Finally, the report offers recommendations on market entry modes and marketing channels to facilitate successful international expansion, concluding with a summary of key findings and suggestions for Brighton Gin.