Adelaide Hills Distillery презентация

is a spirit distillery founded by Sacha La Forgia in 2014 (Adelaide Hills Distillery, 2017).
In 2015 Sacha launched his first product, 78˚ Gin, a London Dry style gin that has been awarded the world’s best gin in 2017 (Knight, 2017).
The average price of gin in Singapore is $51.73 AUD (Global Alcohol Prices, 2017) and each bottle of 78˚ Gin costs $80 AUD (premium price).
Between their products they have; gin, virgin apple spirit, bitter orange and white rum (Adelaide Hills Distillery, 2017).
The prices of these products range between $60 - $97.50 AUD (Adelaide Hills Distillery, 2017).

be charted using six dimensions:
Competencies
Heritage
Relationships
Offering
Means
Engagement
-(David and Guillaume, 2014)

on a CHROME SME model.
The management of the firm scores highly in its competencies and engagement. Sacha La Forgia’s extensive experience working abroad creates value for the firm by his first hand knowledge of the global spirit and distilling trade.
However, the foreign relationships of AHD are still lacking. The company has yet to start offering its products first hand overseas. Nonetheless, the company has started competing in tasting competitions which are proving to be successful.

into homogeneous clusters so as to allow management to develop unique marketing strategies for each cluster
Target market: Older crowd in Singapore
Measurable: Growing foreign population as well as larger older crowd at bars
Accessible: Physical distribution is easy with the number of bars aimed at older crowds
Profitable: Large population in that age range means easier to separate it as a specific target market
Actionable: Marketing programmes easily developed and implementable for the target crowd

to drink, but most of them don’t mind others to drink.

2. Legal: There was a law passed in 2015 banning the consumption of liquor in public from 10pm-7am (Wheeler, R. (2017))

3. Economic: Singapore is a high-income economy with a gross national income of $52090 per capital (atlas method),as of 2015 (Worldbank.org. (2017))

4. Competitor: most popular gin in Singapore Bombay sapphire gin (Bombay Sapphire. (2017))

Considerations for target market

in Singapore

Focus on high-end customers

Sell gin alcohol in private or high-end club

in public places - your guide - Singapore. [online] Singapore. Available at: http://thehoneycombers.com/singapore/new-alcohol-laws-in-singapore-ban-on-drinking-in-public-places-your-guide/ [Accessed 29 Aug. 2017].
Worldbank.org. (2017). Singapore Overview. [online] Available at: http://www.worldbank.org/en/country/singapore/overview [Accessed 29 Aug. 2017].
Bombay Sapphire. (2017). Bombay Sapphire | Gin Of Ten Journeys. [online] Available at: https://www.bombaysapphire.com/ginoftenjourneys/ [Accessed 29 Aug. 2017].
Staff, V., Staff, V. and Staff, V. (2017). Bombay Sapphire Gin Brand Profile. [online] VinePair. Available at: https://vinepair.com/brand-profile/bombay-sapphire-gin/ [Accessed 29 Aug. 2017].
Ajith, D. (2017). Best gin bars in Singapore: Where to drink craft gin, gin cocktails, gin tonics, and more. [online] Singapore. Available at: http://thehoneycombers.com/singapore/best-gin-bars-in-singapore-where-to-drink-craft-gin-gin-cocktails-gin-tonics-and-more/ [Accessed 29 Aug. 2017].
Adelaide Hills Distillery (2017). OUR STORY | Adelaide Hills Distillery. [online] Adelaide Hills Distillery | Small Batch Spirits | Est. 2014. Available at: https://www.adelaidehillsdistillery.com.au/our-story/ [Accessed 2 Sep. 2017].
Global alcohol prices. (2017). Alcohol prices around the world. [online] Available at: http://www.globalalcoholprices.com/alcohol_prices/ [Accessed 2 Sep. 2017].
Knight, G. (2017). Adelaide gin named the world’s best. [online] Adelaidenow.com.au. Available at: http://www.adelaidenow.com.au/thesourcesa/official-the-best-gin-in-the-world-is-made-right-here-in-adelaide/news-story/a399e93ba3bd1bb9e2831b08417d1fac [Accessed 2 Sep. 2017].
Richard, F & Crawford, H 2014, ‘International marketing: An Asia-Pacific perspective’, 6th Ed, Pearson, Australia.
David, J. and Guillaume, C. (2014). Evaluating the Firm’s Readiness for Internationalization: from the Design to the Application of an International QualificationFramework. International Journal of Business and Management, [online] 9(7). Available at: http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.1022.3983&rep=rep1&type=pdf [Accessed 29 Aug. 2017].

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