Global Strategy Marketing Task

Overview
The key focus include:
 undertaking a thorough search of the literature (on the
consumption of whisky, adaption and standardisation of product,
Latvia and market entry)
 evaluating the key points from that research
 providing well evidenced justifications for both your key points and
recommendations.
Part 1 (1000 words)
This is the most theoretical part where you need to show you understand
the debate about standardisation and adaption of product.
In order to answer this you will need to know:
(i) the differences between Latvia and Scotland, particularly any
similarities or differences in culture,
(ii) but also there may be different laws or differences in the way the
product is used, which will influence whether to standardise the product
strategy or not.
You only need to discuss Latvia in terms of the product strategy here as
this country is the focus of part 2.
Part 2 (2000 words)
An in depth analysis of Latvia is required here, bearing in mind the
product.
You must discuss the Four Risk Matrix and the BERI index as possible
ways of undertaking a preliminary market screening.
As the BERI index includes subjective judgments, then as much as
possible you need to justify your scores with supporting information in
the appendices.
You must discuss Porters 5 Forces analysis to look at competition in the
industry. You will also need to know about individual competitors, both
direct ie other whisky companies and indirect ie providers of substitute
products such as wine.
You must also discuss the competitive forces with discussion on the
market share of competitors.
SWOT – A market attractiveness/ competitive strength analysis must be
used as a fine screening tool, although you do not know much about the
company, so it will not be possible to complete the competitive strength
part.
The decision on market entry could be ‘yes’, ‘no’ or ‘not yet’. Whichever
one you decide on needs to be fully justified based on your previous
analysis. If your answer is ‘yes’ the next step is to decide on an entry
mode. This means you have to know the advantages and disadvantages of
the various methods (Hollensen provides good summaries of these), but
you need to consider the product and target market again in order to
choose an appropriate strategy. You also need to bear in mind that the
entry mode often determines the method of distribution as well.
If your answer is ‘no’, you need to go on and suggest a possible alternative
country, based on you work in part 2 and some further limited research
eg four risk matrix. (This is to make up for the fact that you are not
doing the entry mode part of the question). You do not need to undertake
a full analysis like the one you did for Latvia.
If your answer is ‘not yet’, then we need some timescales to indicate when
you do think that it would be a good idea to attempt market entry. You
also need to propose an entry method (but the situation would need to be
monitored of course).
If your suggestion for an entry mode is one which will involve partners
you need to research who this might be and include it in your
recommendations.
Generally
You are not required to discuss the implementation of the launch of the
whisky, therefore do not include anything on the marketing mix.
Remember that you only have time for headlines and highlights in order
to stay within the word limits, but you should use the appendices for
supporting material, however these should not be used to get around the
word count.
You are expected to evaluate, from the material contained in the
appendices, what the key material is that needs to be included on the
slides and the speakers’ notes.
You will need a writing style for the speakers notes which is not too
academic (but slides and notes must be referenced), as it isn’t an essay or
report, but also not too chatty.
You may make an assumption about the type of whisky that the company
produces.
NOTE:
You should use:
5 slides for part 1 and
10 slides for part 2.
You can include 2 extra slides at the start of each part, one for the cover
slide and one for the agenda ie 19 in total, Neither of these extra slides
should have any content on them that answers the questions.
Please ensure you make it clear which speakers notes refer to which
slide.
You may make an assumptions about the whisky company, but both the
company and the marketing agency are fictious. You can use colour,
images, a logo etc on the slides to ‘live the role’.

Looking for a Similar Assignment? Order now and Get 10% Discount! Use Coupon Code "Newclient"