An international marketing strategy for Black Sheep Brewery in Australia

Seminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing grade: 20 University of Sunderland (New College Durham) language: English abstract: 1. IntroductionInternational marketing is the multinational process of planning and executing the conception pricing promotion and distribution of ideas goods and services to create exchanges that satisfy individual and organisational objectives.(Onkvisit and Shaw 1997) This report analyses the Black Sheep Brewery and gives recommendations on international expansion. It will analyse four pre-selected possible new markets (Canada Japan South Africa and Spain) recommend one of them for future expansion and outline a market entry strategy and a marketing mix for this new market. The author is a consultant employed by New Paradigms Research Organisation.According to McCarthy and Perreault (1994) a 5 step approach has to be implemented to find a new potential market:1. Defining the problem2. Analysing the situation3. getting problem-specific data4. Interpreting the data5. Solving the problemIn order to find the best potential market for the brewery the author has to examine the different potential countries in consideration of their accessibility market size and profitability. Furthermore recommendations due to the market choice the market entry strategy and the marketing mix will be given.