International Marketing Research

Critical Evaluation

The chosen journal and media articles are relevant to the international marketing research that organizations have to undertake to in order to expand globally. The journal highlights the strategic importance of information technology in conducting international marketing research. It also discusses the other integral quantitative and qualitative sources that can be used to gather both primary and secondary data. The journal also illustrates in the market research process that spans from defining the information need to designing the research, analyzing data and making informed decisions. Media article discusses the four variables including the demand, pricing, economic indicators and consumer trends, that should be identified via the market research. It also reiterates the market research process and the available sources of information that can be used. 

The Distillery market in the United States, South America has been experiencing massive growth since people started consume more alcohol during COVID’19.  A thorough research will further analyze the international growth opportunities in this market. 1919 Distilling will initiate the market research by first listing down the competitor, industry and resource information that is required from the research of the North American market. The distilling company will also highlight the research questions i.e existing winery prices, present demand and the market entry strategies that needs to be answered via research. Further, the company will shortlist the advanced primary and secondary research techniques that will be used to gather quantitative and qualitative data regarding winery and Gin customer preferences. This will be followed by a cost-benefit analysis that could measure the value of the research. A research methodology will be backed by a triangulation technique through which data will be gathered via multiple sources in order to increase it’s reliability and validity (Carter, Bryant-Lukosius, DiCenso, Blythe & Neville, 2014). The research findings will then be analyzed via conjoint analysis and the final decision will be taken. 

This research will enable 1919 distilling to uncover the target audience’s needs and wants and would also enable the company to assess the competitor and industry trends in the United States. This will enable the Distillery to comprehend it’s scope for internationalization in United States. 

Recommendations

1919 Distillery is a New-Zealand-based Whiskey & Gin Distillery that aims to internationalize their operations into the United States. The distillery market has proved to be an increasingly popular market in  USA due to rapid product innovations, increasing consumer demand and exclusive regional production (Harffman, 2020). Hence, 1919 Distillery should carry out thorough market research before internationalizing their operations. 

The company should conduct international marketing research by using the qualitative data analysis facilitated by primary research. For this purpose, the organization should choose a random sample of 150 individuals of ages 25-45 from the city of New York in the United States. A sample from New York is selected since there is high diversity of Americans, which thereby increases the generalizability of the results. Hence, in accordance with the research, the company should then design semi-structured interviews that are brief and concise, considering the busy lifestyle of people residing in New York. These interviews should be conducted via phone in order to enhance the quality of information obtained (Jamshed, 2014). 

The organization can also use social media and the internet to attain the primary data. 1919 Distilling can use digital channels such as online surveys and chat rooms that are launched by market research online communities on facebook and instagram. Through these surveys, the organization should gather information about the customer preferences regarding gin and whiskey. The organization should also launch real-time online focus groups via the web-conferencing service (Kite & Phongsavan, 2017). However, these focus groups should be short and timed, since the country has a rigid culture and New-Yorkers may get furious if a lot of their time is consumed (Chasan, 2020). The qualitative research is then analyzed via conjoint analysis in order to estimate the different features that consumers prefer in an alcohol. Further transcription is performed in order analyze the general demand and consumption patterns. This method will be costly, however it is more reliable.