This paper provides a comprehensive analysis of the Olde Distillerie's current marketing strategies and a potential global expansion.
Written in 2008; 4,486 words; 13 sources; APA; $ 117.95
Paper Summary:
The paper examines four potential prospects for the Scottish Olde Distillerie's expansion project that are Sweden, Italy, the Czech Republic and Ireland. The paper evaluates the market situation and the expansion candidates but highlights several problems with the company's overall marketing approach that need to be addressed before expanding the company. The paper concludes by recommending Italy as the best potential candidate for expansion.
Outline:
Introduction
Part I: Market Situation
Part 2: Expansion Candidates
Part 3: Recommendations
From the Paper:
"The market for Scotch Whiskey in the UK is a mature market. The first written record of whisky occurs in 1405 in Ireland (Celtic Whiskey Campagne, 2003). However, it is suspected that the process of rendering grains into whisky originated with the Picts (Celtic Whiskey Campagne, 2003). This makes whisky an integral part of Irish and Scottish culture. Whiskey from Scotland that has been aged for at least three years is referred to as "scotch" whisky. Although Scotch is a cultural staple of celtic culture, sales in the UK have been steady or declining for several years."
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