Inverallen Whisky

1 INTRODUCTION
This report attempts to help the Inverallen Whisky, which desires to grow its export market, to analyze and evaluate the marketing research methods, market entry strategies, and international brand building.
There are four main parts in this report, context analysis, market research methods, market entry strategies, and international brand building. In the first part, the environment of the Inverallen Whisky will be examined at industry level and company level. Several different efficient market research methods will be arisen and evaluated in the second part. Then, suitable market entry strategies will be presented to help Inverallen Whisky Company entry whisky market of other countries. In the last part, how to make Inverallen Pure Malt Scotch Whisky become an internationally recognized premium brand will be explored in detail.
The purpose of the report is to present a ¡¥best¡¦ plan to help the Inverallen Whiskey to grow its export market. The concl...