The Management Objectives Of Exporting Whiskey Marketing Essay

The Management Objectives Of Exporting Whiskey Marketing Essay

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The management objectives of exporting whiskey to United Arab Emirates (UAE) specifically in Dubai are to increase the customer database. Data collected shows that there has been a decrease in the production of alcoholic beverages in a manner to help revolutionize the sector of beverage; the Glen Breton Rare Canadian Single Malt Whiskey has a higher chance in attaining the increment in customer database. The core management team consists of a team of administrators, sales and also production individuals. The management staff oversees the sales, production and also marketing of the Glen Breton Rare Canadian Single Malt Whiskey. The current director of sales and marketing manages the relation between the product and also its sales. This position can be extended in order to cater for foreign sales and marketing.

1. Companys experience

The company Glen Breton Rare Canadian Single Malt Whiskey distillers has been an exporter of whiskey to other parts around the world. It has been able to do business with countries that have strict business rules and it has been able to manage achieving greater customer database and also increasing the overall profits for the distillers. The experience gathered from these kinds of transactions is what is going to create a ground base of how the export is to be carried out. However changes will be done after the company establishes itself in order to fit the requirements of the host country, Dubai and its customers.

2. The companys relation with Dubai

The Glen Breton Rare Canadian Single Malt Whiskey distillers are the only distillers of whiskey based in Canada. Canada has very good relationship ties with Dubai and therefore the country can use this established relationship to its advantage. It is to the Glen Breton Rare Canadian Single Malt Whiskey distillers advantage as there are people who also work within the distiller that are of Arabic origin and therefore they can be selected to cater for the language barrier.

3. Pricing strategy

Dubai retailer shops, supermarkets and also hotels and restaurants do not offer quality whiskey products. The pricing for whiskey in Dubai retails at $59 per bottle and with the current exchange rate the pricing per bottle will reduce drastically in the retail price per a whiskey bottle. There is a good opportunity for Glen Breton Rare Canadian Single Malt Whiskey to export into Dubai for substantial profit. Currently Dubai is paying almost twice the amount for a bottle of whiskey as the domestic market. In order to take advantage of these high prices, the company is assuring product quality, consistency and also supply.

4. Financial analysis of the company

There is need to have the management of the company do a financial analysis of the company in order to ensure that it has the required finances to see the exporting plan through for the required time that this activity is going to take place before the company finally establishes itself. The main goal is to maintain a yearly export contact with Dubai. The contract will however be written on yearly agreement. The expected budget considers the long term investment of the facility expansion needed for the product.

5. Sales and distribution team of the company

There are contractual agreements that detail the product that is being supplied for a given number of days to given and specific outlets. Glen Breton Rare Canadian Single Malt Whiskey Company will receive payment upon the product arrival in Dubai. This collection however will be identified by financial intermediaries agreed upon. It rests upon the foreign sale associate and also the director of sales and marketing for the arrangement of the payment procedures.

Products and Services

Dubai has a great history of being a good trading spot as it has remained an innovative country always finding ways to bring more people to the country. This means that at no given time will their lack customers to the Glen Breton Rare Canadian Single Malt Whiskey product. It also means that once established there will be a need and want situation of the Glen Breton Rare Canadian Single Malt Whiskey product. On the other hand, since Dubai is well established in terms of commercial activities, it means that there will be competition in the field and sector of alcoholic drinks. It is bound to go head on with products such as Jack Daniels and also Smirnoff. This however does not pose a big threat as the strategic positioning of the Glen Breton Rare Canadian Single Malt Whiskey product and the pricing will easily manage to catch up with other products in the market. The product in its current packaging is less risky as there are other products that are using the kind of packaging that is at present with Glen Breton Rare Canadian Single Malt Whiskey. With studies show that other forms of packaging of alcoholic products such as Cellar whiskey are greatly accepted by the consumers, it give s hope that the packaging idea in mind with the Glen Breton Rare Canadian Single Malt Whiskey will also work out.

1. Product profile

Glen Breton Rare Canadian Single Malt Whiskey is the only whiskey produced in Canada. The ingredients used include yeast, barley and water. It is produced for the highest quality by the use of copper pot stills method that is traditional. The whiskey is golden yellow in color and a great advantage about the whiskey is that it comes packaged in different amounts. This enables the product to meet the requirements of the consumer. The Glen Breton Rare Canadian Single Malt Whiskey is also supplied to retailer shops and exported to other countries in mass quantity. The product however ensures that it retains its quality and consistency no matter the type of packaging it comes in. Glen Breton Rare Canadian Single Malt Whiskey takes pride in the fact that they can guarantee consistency and also quality of the product. The distillers are also proud in knowing that they offer a product that has the customer needs in mind. The customer can have the drink in whatever manner that he or she wants. The drink can be drunk in the normal room temperature or it can be chilled in a fridge.

2. Product packaging

A lot of consideration has been put into packaging the product. The size in terms of quantity of the product will depend on the customers demands. This is because the demands can be adjusted to meet the customers desires with a minimal cost to the Glen Breton Rare Canadian Single Malt Whiskey product. Other considerations that involve the packaging of the product include the volume of alcohol content as is required all over the world and also the kind of packaging. Mainly the product is packaged in glass bottles but there is the consideration to have them packaged in designer cartons that can easily be carried by the consumer. The new packaging will allow the customer to refill the product as the packaging allows the presence of a tap like feature.

The details of the product content will be included in every package in both languages of Arabic and also English. This is because these are the most languages used and it is easy for the customers to understand. Other packaging styles have been provided and the Glen Breton Rare Canadian Single Malt Whiskey distillers are considering them. With the help of the foreign sales associate and also the director in sales and distribution, this will be highly achieved to the advantage of the customer.

3. Challenges

Among the many challenges involved with foreign countries is mainly language. Majority of the residents in Dubai speak Arabic and some smaller percentage can speak English. It should also be considered that due to the fact that it is a metropolitan country, there are also many languages spoken. The foreign sales associate with the Arabic experience will help ease the language barrier. A reason as to why this foreign sales associate was picked over hundreds of others is that he is multilingual and therefore can speak most languages in UAE. The Glen Breton Rare Canadian Single Malt Whiskey producers believe that the associate can help develop personal relationships with the customer by being able to do business in their language.

4. Customer profile

There are potential markets within Dubai that the Glen Breton Rare Canadian Single Malt Whiskey distillers are targeting. Mainly its basic targets are the restaurants and big hotels that offer alcohol beverages. Considering that Dubai is a metropolitan city and that there is an influx in tourism, there is definitely a large market target for the Glen Breton Rare Canadian Single Malt Whiskey. They include hotels both large and small, casinos, restaurants, retail shops that only deal with alcoholic beverages, and even supermarkets. Majority of these target market segments that the distillers are aiming at have online services that categorically show their pricing of the products and services that they offer. This has proved to be a very critical means of ensuring quality and consistency. This means that due to strategic placement of their product in such areas, if the product gets customers in large numbers then the selected outlets can order the whiskey product from Glen Breton Rare Canadian Single Malt Whiskey on-line. This kind of product insurance is very important in ensuring that only quality products from Glen Breton Rare Canadian Single Malt Whiskey distillers are provided.

5. Comparative advantage

There is an added advantage in that this is the only whisky product from Canada to be exported to Dubai. As a result the Glen Breton Rare Canadian Single Malt Whiskey distillers have ensured that there is quality and consistency with the product. As a result of being the only whiskey distiller in Canada, there has been good reputation of the whiskey and therefore this will work for the distillers even when in Dubai.

6. Shipping services

It will require that the Glen Breton Rare Canadian Single Malt Whiskey product be shipped from Canada to Dubai with a voyage time of 2-3 weeks although it can be lesser or more in terms of days. Every 45 days Glen Breton Rare Canadian Single Malt Whiskey will ship ocean containers to the selected outlets for their product. Each container carries between the selected amounts in terms of liters of the whiskey.

Glen Breton Rare Canadian Single Malt Whiskey Produce prefers to incur the additional cost of refrigerated shipped even though whiskey products normally do not require refrigeration. The decision is based upon the quality assurance of Glen Breton Rare Canadian Single Malt Whiskey distillers. If Glen Breton Rare Canadian Single Malt Whiskey is exposed to extreme high or low temperature the whiskeys starch and sugar content can be affected. Once the starch and sugar contents are altered the quality does decrease. This is why Glen Breton Rare Canadian Single Malt Whiskey is stored in special cellars that assure a constant temperature and airflow. By shipping in refrigerated freight Glen Breton Rare Canadian Single Malt Whiskey distillers ensures that the product is kept at a constant temperature throughout the shipment.