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Bowmore Islay Single Malt Scotch - Case Study Example

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Bowmore Distillery on Islay Island can be said to be one of the oldest, if not the oldest, distilleries in Scotland. This is because it is claimed that the distillery has been in operation since the year 1779. That gives it a history spanning at least two hundred years…
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Bowmore Islay Single Malt Scotch

Download file to see previous pages... This distillery is famed for its single malt scotch 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 Japan 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 highly 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 good, it is bound to succeed. This is what Bowmore Distillery has done; they have produced a very expensive and a very good scotch whiskey.
This report is a culmination of a market research 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) definition of the problem of the study
2) methodology for the research
3) presentation of the findings of the research
a). an analysis of the domestic market
b). an analysis of the international market
c). competitor analysis at both international and domestic markets
d). impacts of the domestic and international market dynamics on sales of the product
e). Bowmore use of different market research methods to enter the African market

Problem of the Study
It has come to the realisation of the marketing department in Bowmore that the domestic 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 know 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 Research
There 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 research and vise versa. The accuracy 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 ...Download file to see next pagesRead More
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