Abstract In this article, the writer discusses The Olde Distillerie, a small, independent producer of Scotch Whiskey based in Dumfrieshire, south-west Scotland. The writer explains that The Olde Distillerie was once a top-producer and distributor of their line of products, but sales are currently experiencing a downturn in sales. The writer then relates that The Olde Distillerie has relied primarily on the UK market to sustain profitability, however, recently, the company has proclaimed a desire to examine the possibility of utilizing overseas markets in order to restore profitability. Next, the writer compares the feasibility of launching a marketing campaign in Sweden, Italy, Czech Republic and Ireland and examines the reasons for the country selected in which to launch the campaign. Lastly, the writer outlines the best strategy for a successful launch in the country selected.
Outline:
Introduction
Part I - Marketing Environment
Sweden
Sweden - PESTLE Analysis
Italy
Italy - PESTLE Analysis
Czech Republic
Czech Republic - PESTLE Analysis
Eire
Eire - PESTLE Analysis
Part II - Weighted Comparison of Factors
Part 3: Outline for Entry into the Irish Market
References
From the Paper "From a population perspective, Italy has the largest target population, far exceeding that of the other three countries selected. All four countries had a median population that was well-within acceptable limits to establish the target market. Is would make Italy the favorite, in terms of potential consumers. Another factor that influences the size of the market is that Italy has a lower legal drinking age than the other prospects. The legal drinking age is 16, compared with 18 in the other countries. This means that the target market extends two years further in Italy. One can count 16 year olds, as opposed to 18 years olds as potential consumers.
"From an economic perspective, there were vast differences in the viability of the markets. Emerging markets such as the Czech Republic would appear to be attractive as they have the greatest potential for growth."
Abstract The paper analyzes four countries; the Republic of Ireland, Sweden, Italy and the Czech Republic, and compares their market attractiveness by examining relevant demographic and economic metrics. The paper explains why Ireland appears to represent the best opportunity for marketing The Olde Distillerie's fine product line abroad.
Outline:
Introduction
Review and Analysis
Conclusion
From the Paper "An analysis of the respective environments of the four markets under consideration is provided below. As will be noted below, because across-the-board comparison are difficult to make based on differences in drinking patterns and frequency of consumption, there are some valuable insights that can be gained from the various studies to date concerning these issues as they relate to these individual countries. Some of the common metrics available that were used for this purpose included per capita income levels, population, median age and excise tax considerations."
Abstract 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."
Abstract This paper relays the stories of women activists for prohibition in American history - including an account of Carry Nation's rampage, Francis Willard's organization and Mother Thompson's anti-saloon movement. This is an informative and, at times, humorous account of the history of women and their involvement with anti-saloon, anti-alcohol and their push for prohibition. The paper discusses how these women impacted American history and how these effects are still felt today.
From the Paper "From the beginning of colonization, rampant alcoholism was a big problem. By the early 1700?s, every colony that was inhabited had a deeply rooted alcohol economy to back the growing agricultural market. The most outstanding blemish on our face was Georgia. In such a drunken state was she that in 1735 through 1742 the wrath of Britain was visited upon her population in the form of an early prohibition act, which legally deprived Georgia of rum and brandies. Beer and wine came through unscathed. Almost immediately, the business of black market distilling and distributing of alcohol rose, along with early speakeasies and bootleggers."
Abstract This paper discusses the Brownfield redevelopment project in the Greater Toronto area. The paper contends that the considerable interest in Brownfield redevelopment, as seen in the prominence of such projects as the Gooderham and Worts Distillery, the redevelopment of the former Greenwood racetrack in the Beaches, and most recently the Port Lands and the Railway Lands, suggest that Brownfield redevelopment is an idea whose time has come. The paper also points out that this level of redevelopment is only occurring due to market forces as the high cost of real estate in Toronto render the cleanup costs necessary for Brownfield redevelopment acceptable to private developers. The paper then discusses and analyzes many of the issues surrounding the redevelopment of Brownfield.
From the Paper During the past two decades there has been considerable interest in brownfield redevelopment in the Greater Toronto Area. The prominence of such projects as the Gooderham and Worts Distillery, the redevelopment of the former Greenwood racetrack in the Beaches, and most recently the Port Lands and the Railway Lands appears to suggest that brownfield redevelopment is an idea whose time has come. While this level of redevelopment is undeniable, it must also be acknowledged that, in most cases, this level of redevelopment is only occurring due to market forces as the high cost of real estate in Toronto render the cleanup costs necessary for brownfield redevelopment acceptable to private developers.
Abstract In this article, the writer discusses that the traditions that underlie the revolutionary bourbon drink can be traced back to early Americans that made their home in the United States. For more than two centuries, this drink has continued to change throughout time without losing its roots, which are engrained in Americana. The writer elaborates on the dramatic contributions made throughout history, and discusses several key individuals that took part of keeping this drink alive through the ages. The writer notes that presidential ties to this drink have been common, with George Washington, Thomas Jefferson, and Abraham Lincoln all playing significant parts in the historical foundations of bourbon. The writer concludes that at the current rate, bourbon will continue to play a role in the recreational activities of many people, and should continue to set the precedent in alcoholic beverages in centuries to come.
From the Paper "Before George Washington was commanding the revolutionary forces, several references also describe him as a whiskey producer within the original colonies. However, as time went by, the government began to see whiskey and bourbon as a powerful commodity, and elevated the drink from bootlegging status to a full-fledged demanded commodity. In fact, during the revolution, the Whiskey Rebellion of 1791 occurred because of a revolt of settlers. Here, these inhabitants did not want to pay a tax on this precious homegrown drink, and began to revolt. So, ironically, Washington was forced to send his army to dispel the intense rioters, even though he once played a part in making bourbon without paying taxes to individuals in charge. These dramatic events would shape bourbon's historical perspectives within American culture."
