For this assignment, you are required to complete an international marketing intelligence portfolio to help assess the market entry strategies and strategic marketing decisions for a company wanting to expand its presence in international markets.
For this assignment you are to use 1919 Distilling, a New Zealand company that is in the process of internationalising their marketing activities. For more information about the company refer to their website: https://1919distilling.com/
They have currently got some distributors and stockists in Singapore and Australia. Furthermore, they ship throughout New Zealand and Australia. Website analytics indicate increased traffic with the North American market. Hence, 1919 Distilling wants to conduct research about the North American market and wants to know the following:
- How they can best conduct research about the North American market.
- What market entry strategy(ies) to use.
- What adaptations they need to make their marketing mix.
For each of these questions, you are to gather and analyse intelligence (journal articles and/ or other credible sources of information) and evaluate strategic international decisions. You may wish to pick a specific country in North America or you may wish to collect data about North America as a whole. Market entry strategy and marketing mix data also needs to be relevant to the industry.