Jack Daniel's Tennessee Whiskey Brand Project - Research Paper Example

Taking account of the possible challenges that may befall an entrant company in a new market, this paper will propose plan that will enable Brown Forman Corporation to make stylistic entrance into the Brazilian market using their Jack Daniel’s Whiskey. The paper will also propose and rationalize practical staffing policy that will be used to ensure appropriate staffing methods for grading the top-level managers. Introduction It is never an easy move for foreign alcohol manufacturing company to make successful entrance into Brazilian economy.

In order to make successful venture in the Brazilian economy by alcohol manufacturing company requires critical and thoughtful scrutiny and steps. This is because most Brazilian civilians start consuming alcohol at very tender ages. Another reason insightful scrutiny before venturing into Brazilian alcohol industry is due to the fact Brazilian legislation to prohibit sales of alcohol to young members of the society. In addition, Brazilian legislation forbids sales of alcohol to already drunk members of the society.

From the above three observation on the Brazilian legislation with regard to alcohol, it is clearly evident that great challenges couple with decision making on the appropriate plans to be adopted by Brown Forman Corporation in introducing Jack Daniel’s Whiskey in Brazil. Brown Forman Corporation should employ export technique in introducing Jack Daniel’s alcohol brand into the Brazilian market. In its first attempt to sell the alcohol brand into the Brazilian market, Brown Forman Corporation should adopt the indirect exporting strategies that involve dealing with independent intermediaries.

Adopting indirect export method will relieve Brown Forman Corporation the cost that could be incurred constructing or establishing export base in Brazil. The method of indirect export will be a contemporary strategy employed familiarizes Jack Daniel’s Whiskey of the Brown Forman Corporation with the alcohol consumers in the Brazilian economy (Caragin & Balu, 2008). Export method of entering into a market will enable Brown Forman Corporation to perform market test on Jack Daniel’s Whisky before resorting to establishing stable market.

Furthermore, employing export method by Brown Forman Corporation in selling Jack Daniel’s Whiskey in Brazil, will enable the company enjoy economies of scale due to the use of existing facilities in the Brazilian economy. Export system of entering Brazilian alcohol market will facilitate the speed at which Brown Forman Corporation get public recognition of the of its Jack Daniel’s Whisky brand. Bearing in mind the stringent alcoholic laws operated in Brazilian economy, export technique of entering Brazilian economy will ensure direct sale of the Jack Daniel’s Whiskey to the respective consumers without breaching the laws by selling to the underage consumers of alcohol.

This method of sales will raise the trust of government on the loyalty of Brown Forman Corporation thereby allowing easy entrance of the company into the Brazilian market. Furthermore, entering into the Brazilian market by export method will enable Brown Forman Corporation an opportunity to exercise total control of prices and profits by vexing participation of intermediaries. Adoption of export entrant method into the Brazilian economy by the Brown Forman Corporation will enable the company exercise maximum utilization of the domestic production plant and resources