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The Olde Distillerie
Marketing Plan # 110429
The Olde Distillerie
This paper provides a comprehensive analysis of the Olde Distillerie's current marketing strategies and a potential global expansion.
4,486 words (approx. 17.9 pages) |
13 sources |
APA | 2008
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."Sample of Sources Used:
- Celtic Whisky Campagne. 2003. History of Whisky and of Distillation (I).[Online]Available at: http://www.celtic-whisky.com/histrya.htm Accessed 24, December 2007.
- European Public Health Alliance. (EPHA). (2007). *UPDATED* ECJ case on Swedish alcohol retail monopoly. [Online]. Available at: http://www.epha.org/a/2239 Accessed 23 December 2007 [Accessed 23, December 2007].
- Fedex. 2007. Czech Republic. Country Profile. [Online] Available at: http://www.fedex.com/us/international/irc/profiles/irc_cz_profile.html?gtmcc=us [Accessed 26, December 2007].
- Fedex. 2007. Ireland. Country Profile. [Online] Available at: http://www.fedex.com/us/international/irc/profiles/irc_ie_profile.html?gtmcc=us [Accessed 26, December 2007].
- Fedex. 2007. Italy Country Profile. [Online] Available at:http://www.fedex.com/us/international/irc/profiles/irc_it_profile.html?gtmcc=us [Accessed 26, December 2007].
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Cite this paper
APA Citation:
The Olde Distillerie (2012, January 15). Retrieved February 13, 2012, from http://www.academon.com/Marketing-Plan-The-Olde-Distillerie/110429
MLA Citation:
"The Olde Distillerie" 15 January 2012. Web. 13 Feb. 2012. <http://www.academon.com/Marketing-Plan-The-Olde-Distillerie/110429>
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