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set the scene by briefly overviewing which countries you considered and which one you are entering-with what type of product offering

)set the scene by briefly overviewing which countries you considered and which one you are entering-with what type of product offering. 2) Outline how the rest of the assignment will be structured -Macro environmental analysis: for both countries In the appendix you must conduct a full PESTLE or SLEPT analysis which is tailored to the alcoholic beverages sector. In the appendix you may want to conduct a Portfolio analysis-for Thorn bridge Brewery’s ie so you know what range of product/services they currently offer. In the appendix you may want to investigate some Micro-environmental factors: *Market size, key, trends, development and challenges with alcoholic beverages sector- do you select a market already sells ‘craft’ beer or one that doesn’t *Market competitiveness(Porters 5-forces)- to demonstrate how competitive the market place is. do you chose a country that is easy to entry and has few (if any) competitors in it? Only the really important factor should be brought into the actual assignment. At the end of the Macro-environment analysis- clearly state which of the two markets you have chosen and why Competitive Strategy: for the chosen country You must conduct STP You ought to consider(an applied application in the appendix) *The relevance of Growth(Ansoff Matrix)-in relation to the Thornbirdges expansion proposals) *Be able to demonstrate the basis on which the thornbridge intends to completes eg Porters Generic Strategies *To know how Thornbridge are going to create/add value by applying Treacy and Wiersema’s Value discipline strategies Market Entry: for the chosen country An evaluation of the most appropriate entry methods.You will need to justify this option by presenting why the other option were not appropriate. Do not describe the entry methods- this must be a critical appraisal/ analysis Marketing Offering: for the chosen country *What sort of market offering will you develop?Are you using standardized, adapt or bespoke products? Have you incorporated any culture factors? *Given your positioning, what sort of pricing will you employ given the target audiences *How are you going to sell Thornbridge products. What distribution channels and how will you promote/communicate the products /brand *Think about your integrated Marketing mix activities e g P,C&E- which one will you need? *Mock-ups of the actual offering or website enhance the assignment Conclusion: Briefly summarise the major challenges the company faced entering into an international market and how they overcame these to launch their products.

Mar 17 2020 View more View Less

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