Company Analysis

4430 words - 18 pages

Executive summaryAs the domestic market is going into saturation Fosters Group is looking for better alternatives to gain profit in the industry. This report covers all the major points for Fosters to enter a new market. The marker selected for the report is Greece. Greece having a big alcohol market, Fosters plan to export its Penfold's Bin 407 wine to Greece. Report covers all the internal and external analysis done for Greece with help of Situational analysis which cover PESTLE analysis, company analysis, industry analysis etc, Another tool used is SWOT analysis which is being done with Fosters' company point of view to given an information about the strengths, weakness, opportunities and threats of the company recently. The another main part of this report is Marketing strategies which covers all the information how product will be exported to Greece in addition to strategies and how consumer behaves in that particular market and lastly all the financial is being generated to check the assumption and forecasting sales to be made once the product is launched in Greece.The major findings are:•Greece has big alcohol market and producing a product like Penfold's can be very effective.•Greeks are changing their taste, from beer culture to wine.•Foster's is one the most famous brands in Greece and people in Greece love Fosters beer.Recommendations•Introducing one of the most famous wines in Australia in Greece to meet the increasing demand and opportunity in the wine industry.•Promote Penfold's More then beer in GreeceTable of content1.0 INTRODUCTION12.0 SITUATIONAL ANALYSIS23.0 SWOT analysis64.0 Objectives95.0 Marketing strategies106.0 Economic (Financial) evaluation137.0 Implementation & Control158.0 Conclusion179.0 Reference Lists181.0 INTRODUCTION1.1 ObjectiveThe Objective of the assignment is to generate an effective business strategy and plan to export a product in the overseas market. The domestic market is going into saturation its time now to step into the foreign market. The purpose of this report is to do the analysis on internal and external enjoinment Of a European country. It is required to do Analysis on product background, foreign alcohol industry, major competitors and product position in the European mark.1.2 Company / Product / Market selectedThe company selected for this report is Foster's; Foster's Group is a premium multi-beverage company delivering a total portfolio of beer, wine, spirits, cider and non-alcohol beverages. Penfold's is one of Fosters Group's famous brands for dry red table wine. The product which selected to export to Europe is one of the Bin range - Bin 407. The PENFOLDS Bin 407 Cabernet Sauvignon is a multi-district blend largely from the south east of South Australia - specifically, the Limestone Coast (including Connemara and Robe) and Bordertown.The market which has been selected is Greece and targeting all the wine drinkers especially people ages above 25 and more. The reason...

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