Bowmore Islay Single Malt Scotch Case Study Example | Topics and Well Written Essays - 3000 words

Bowmore Islay Single Malt fuck up - Case Study ExampleThis distillery is famed for its single malt expose whiskey. Rather than marketing a blended scotch whiskey, Bowmore prides itself in marketing the best aged and single brandy whiskies. Their brand Bowmore Islay Single Malt Scotch is wildly famous not only in the united kingdom but also in other parts of the world like lacquer and china.The success of this brand can be attributed to the marketing strategies that had been adopted by the marketers of this distillery. One of them is creating a brand that is unique in quality. This means that the scotch is priced extremely and this sets it apart from other run-of-the-mill scotches. The marketers have long realised that sophisticated consumers are looking for the expensive scotch and not necessarily the best scotch. As such, when a brand is able to combine expensive and advanced, it is bound to succeed. This is what Bowmore Distillery has done they have produced a genuinely expen sive and a very good scotch whiskey.This report is a culmination of a market seek that was carried on Bowmore Islay Single Malt Scotch. It was commissioned by Bowmore Distilleries and conducted by this research outsourcing company. The major aim was to analyse the domestic and international markets of this brand. The aim of this research was to determine how these trends in the domestic and international markets may affect sales of the product. ... 1) explanation of the problem of the study2) methodology for the research3) presentation of the findings of the researcha). an analysis of the domestic marketb). an analysis of the international marketc). competitor analysis at both international and domestic marketsd). impacts of the domestic and international market dynamics on sales of the producte). Bowmore use of different market research methods to bring down the African marketProblem of the StudyIt has come to the realisation of the marketing division in Bowmore that the domest ic sales have dropped below those of the international market. In fact, when the sales accrued from the international market increase at a high rate, those of the domestic market seem to decrease at a very low rate or stagnate at times. The executives of the distillery needed to see where this discrepancy was stemming from. Another impetus for this research was the fact that the marketing department wanted to launch the product into the African market. Kenya, a country in the eastern part of the continent, has been chosen as the entry point into the region. The executives needed to know the different types of marketing research that they can use to make inroads into this market. Methodology of the ResearchThere are various methods that the researcher used to collect information for this study. Liang (2003) opines that the success of any market research lies on the methods that were used to execute it. If the research design was poor, this will be reflected in the findings of the re search and vise versa. The truth of the research is of paramount importance given that the policy makers rely on the findings and recommendations to make their decisions. As such, if they are presented with a