INTERNATIONAL MARKETING PLAN

International Marketing Plan

International Marketing Plan

Marketing research plays a significant part in the development of marketing plans because it allows the organization to become less isolated from the key trends and changes, which surround their product. To continue to be successful, organisations must receive information, from the researcher that is clear and accurate. It also has to satisfy your pre-determined goal for your research.

"Marketing research is the function which links the consumer, customer and the public to the marketer through information." (Kotabe et al., 2005: 33)

Market research identifies issues that have a direct effect on the organisation, through the analysis of the results. The results and obtained information must be collated and presented in a form that is easy to understand. Instead of raw data, you have a series of graph, charts and tables.

Introduction

This marketing plan seeks to evaluate the feasibility of launching Bowmore, a Scottish alcoholic beverage, in the Switzerland market. We have selected the Swiss market for this product because the costs of doing business in Switzerland is relatively low than other European and American Countries. This will enable us to earn more profits as well as there is high number of liquor consumers in Switzerland. Extensive market research on the alcoholic beverage industry and the results of a pilot survey involving 97 Swiss young adults aged 18-30 have shown that there is a demand within this age group for greater variety in the Alcoholic Beverage industry.

Our intention is to position Bowmore as a lifestyle product to a niche market of consumers aged 18-30 who enjoy drinking alcohol and who want greater convenience in terms of widespread availability and easy preparation.

A situation analysis has shown that Bowmore would be positioned favourably in the market. We plan to distribute our product extensively to supermarkets and convenience stores throughout Switzerland. Various forms of promotion in the form of publicity, advertising, and sales promotion will be used in order to relate to the lifestyle needs of consumers and build brand recognition.

Our company intends to spend the first three years gaining a foothold in the Alcoholic Beverage industry in Switzerland, following which it will expand into the global market by launching Bowmore in the rest of Europe. We are confident that our product will quickly gain acceptance among consumers, and will eventually become the preferred choice of Alcoholic Beverages among consumers both in Switzerland and other European Countries.

Marketing Objectives

We aim to make our product a lifestyle product by relating it with the lifestyles of individuals who lead active and vibrant lives. In terms of place and price objectives, we aim to distribute our product extensively to supermarkets and convenience stores. A penetration pricing strategy will be used. In terms of promotion, we aim to increase product awareness among consumers.

Identification of Target Market

With the increasing exposure to Western influences through globalization and the mass media, it has become a social norm among young Swiss adults to consume alcohol.

With greater acceptance of this norm, we have identified a growing need for a greater variety ...