INNISKILLIN

Inniskillin: The Global Leader

[ Name of the writer]



Inniskillin: The Global Leader

Introduction

The decision of expanding your business empire seems to be an exciting idea but in reality, it goes a lot in to expanding a business. For huge brands, it becomes relatively easy to bear the cost of expansion but for other businesses, entry into new markets might become a daunting task. On one hand, you are expecting increase in sales and growth while on the other hand; you are faced with the increase in cost of expansion. The paper will discuss about the roadmap for different modes of business expansion plans with potential growth markets. The famous ice wine brand, Inniskillin will be analyzed to further understand the phenomena of global market expansion along with various business theory models.

Inniskillin is a wine brand founded in the year 1975 by Karl J. Kaiser and Donald J.P Ziraldo in Ontario. Inniskillin is now one of the pioneering wine brands of the world. The company got its first recognition from an ice wine brand that was relatively a new concept at that time(http://www.ontariouncorked.com).

It was in the year 1996 that roger Provost joined the organization in order to give the company an international expansion. His biggest aim was to make this company an international brand. Canadian wine wasn't that famous in the minds of the customers and thus, it became a challenge for him to make Inniskillin a brand name that creates a strong presence in the global market. At that time, cider and table wine were considered as the first options but then both were turned down since Canada wasn't a big contender in this field and also, exporting cider won't give a substantial profit margin to the country. Therefore, inniskillin ice wine became the first option since it meant to generate a greater profit margin. Provost found that Japanase tourists were quite interested in ice wine, so he decided to include Japan as his first target for the global expansion.

Global market expansion

Roger Provost once said: “I am not convinced that the brand has reached its peak yet. I spend a lot of time thinking about how to take this brand to an ever higher level”(Sagala.R, 2011, p.13)

New companies launching their new ice wine products are posing a direct threat to the company. They will and are selling their ice wine brands on cheaper rates that can pose a serious threat to Inniskillin.

Geographical expansion

Although, Inniskillin is a global brand now, but there are places where Inniskillin can expand its business. By applying different business theory models we can explore the Inniskillin potential growth markets. Market expansion sounds great but as it is said, there is no such thing as a free lunch. You might be successful in your existing market but that is merely because you have a knowhow of that market. For instance, Inniskillin knows the Canadian market well but that doesn't mean that it would be successful in other markets, as ...