The paper “ Smart’ s Beer in Entering the UK Market” is an engrossing variant of case study on marketing. Having concentrated in the domestic market of Australia, Smart’ s beer company seeks to expand its operations by targeting the UK beer markets. The company is thus required to carefully develop a strategic plan to enable it to succeed in the UK market. This report shows an analysis of the foreign country in which the company wishes to enter, the products it will offer and the beer market in this country. The main purpose of this report is to find a suitable entry strategy that Smart’ s beer company can use to gain a competitive advantage over other competitors in the foreign country. Although entering a new market seems to be difficult in most cases, a carefully developed strategy that takes into consideration the marketing mix elements for the products in the industry, as well as the legal, social, economic, political and technological factors that influence the industry, will ensure success.
From the analysis, it is evident that the most suitable mode of Smart’ s Beer entering the UK markets is through acquisitions. Entering an international market requires a company to build its marketing process carefully and to clearly set suitable strategies that can enable it to achieve its objectives.
It, therefore, calls for a comprehensive and accurate analysis of the market to determine the right steps of marketing that the company can use in pursuing its product strategy. In understanding Smart’ s strengths and competitiveness in the new market, analysis of the products it will offer as well as the country and market it will serve becomes crucial.
This can be done by considering the marketing mix elements for the products in the industry and considering legal, social, economic, political and technological factors that influence the industry. Thus, the analysis of the attractiveness of the market for beer products will determine if the company will achieve a competitive advantage over its competitors in the new market. The beer industry in the UKUK’ s drinks industry consists of various markets for beer, wine, spirits, and FABs (see Appendix 3). However, all three categories are highly competitive and thus can be used as substitutes for others affecting sales in the beer market category.
According to CBMC (2002), the UK alcoholic drink consumption is dominated by lager, especially the premium brands. Appendix 1 illustrates that beer consumption in the UK accounts for almost 23 percent of beer consumption in Europe.