EUPORE WHISKY MARKETING

PART A

1) MARKET ENVIRONMENT STUDY

· ITALY

· SWEDEN

· IRELAND

· CZECH REPUBLIC

2) COMPARATIVE MARKET ANALYSIS

· POSITIVE FACTORS

· NEGATIVE FACTORS

3) PROPPSED MARKET ENTRY STRAREGY

· SWEDEN………………….

4) REFERENCES

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ITALY

1) INTRODUCTION: [www.5]

• Italy is divided into 15 regions and the five autonomous regions of Friuli-Venezia Giulia, Sardegna, Sicilia, Trentino-Alto Adige and Valle d'Aosta.
• After the end of Italy was allocated the formerly Austrian region of South-Tyrol in the North of the country. Currently, roughly half of the inhabitants of this region speak German as their primary language (www.1).
• Italy operates under one time zone: GMT+1.
• Italy is the world’s seventh richest country, and is a member of the Group of Eight (G8).
• Italy is the UK’s eighth largest export market, and the UK is the fourth largest supplier of exports to Italy.

The market for malt whisky continues to rise with volumes up by 5.2% in 2006, standing at just over 6m cases, making it worth an estimated $2.4million.

2) GEOGRAPHY

Italy is Located in Southern Europe, a peninsula extending into the central Mediterranean Sea, and northeast of Tunisia.

[www.1]Area:
total: 301,230 sq km
land: 294,020 sq km
water: 7,210 sq km
[www.2] Capital--Rome (pop. 2.8 million, 3.7 million metro)
Terrain: Mostly rugged and mountainous.
Climate: Generally mild Mediterranean; cold northern winters.

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3) DEMOGRAPHY

[www.3] Majority Religion in Italy is Roman Catholics. There are also German, French and Slovene minorities in the North, and Albanian and Greek minorities in the South. Unemployment in the northern regions is relatively low but deep pockets of persistent unemployment in the south. The main and official language is Italian, although English is spoken in some tourist centres. In May of 2007, Italy officially reached more than 59.4 million [6] persons. Italy currently has the fourth largest population in the European Union, and the 22nd largest population in the world. Italy's population density at 196.1 persons per kilometre is the 5th highest in the European Union (www.10).

Italy is currently facing a major demographic problem – in addition to the extremely low birth rate, Italy’s population is ageing faster than that of any other European nation.

Population: 58,147,733

Age structure:
0-14 years: 13.8% (male 4,121,246/female 3,874,971)
15-64 years: 66.4% (male 19,527,203/female 19,059,897)
65 years and over: 19.9% (male 4,823,244/female 6,741,172)

Population growth rate: 0.01%

Birth rate: 8.54 births/1,000 population

Death rate: 10.5 deaths/1,000 population

4) CULTURE

[www.3] Different cultures coexisting in Italy:

• the Northern regions,
• the Central regions and
• the Southern regions.

Italians are lively, sociable and have a passion for everything they do. Italians

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talk loudly and always express themselves using hand gestures. Italians aren't afraid to show emotions; give each other hugs, kisses...etc. Italians are proud of their artistic heritage. Most Italians are Roman Catholics. The influence of the church can be seen in everyday life as well and in their stunning art pieces and fascinating archeology. Most religious monuments and paintings as well as local traditions based on Christian celebrations and the lives of the saints (www.11).

5) ECONOMIC ACTIVITY

Italy has a diversified industrial economy with roughly the same total and per capita output as France and the UK. Over the past decade, Italy has pursued a tight fiscal policy in order to meet the requirements of the Economic and Monetary Unions and has benefited from lower interest and inflation rates. The current government has enacted numerous short-term reforms aimed at improving competitiveness and long-term growth. Italy has moved slowly, however, on implementing needed structural reforms, such as lightening the high tax burden and overhauling Italy's rigid labor market and over-generous pension system, because of the current economic slowdown and opposition from labor unions.

GDP: $1.8 trillion.
GDP Growth Rate: 1.7%

6) TRASPORTATION

Italy is a highly accessible country, as it is positioned directly on global air and sea routes accessed via the Mediterranean Sea and southern Europe. But from Scotland sea route takes a long route. So road transportation is suitable.

7) TAX [www.7& www.8]

· Tax Rate for Alcoholic Beverage is 7.31%, so the tax rate is very low compared to other countries.

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Corporate income tax
The standard corporate income tax rate in Italy is 33 per cent of earned profit. As is the case with personal income, corporate income is subject to both a national and local tax. The local tax is levied at a rate of 4.25 per cent.

Value-added tax (VAT)
This is identical in form to the British VAT except that in Italy the standard VAT is charged at 20 per cent in stead of 17.5.

8) Business operating information and procedures [www.5]

Insurance for short-term credit
A number of companies provide insurance for short-term credit to guard against non-payment. Those are association of British insurers, Gerling NCM, Coface UK.

Patents, trademarks and copyright

The Italy Patent and Trademark Office is the central authority for industrial property protection in Italy. Its task is to issue and administer industrial property rights (to patents, marks, models and designs) and to inform the public about existing protection rights which apply in Italy.

• Patents are valid for twenty years from the date of filing the application. Trademark registration is not compulsory

9) Recruitment
Italy an average national unemployment rate is 6.7 per cent . There are shortages of skilled labour in specialised sectors in parts of northern Italy.

9) Support in market

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Business Gateway International

Business Gateway International has a range of services designed to support international trade or relocation and overseas market support. Business Gateway International is a partnership between Scottish Enterprise, Scottish Development International, Chambers of Commerce, local authorities and other public bodies.

10) DOMESTIC MARKET

Italy is famous for wine producing and at the same time the consumption of wine is high. Most of the people will drink wine. Wine occupied 45% of total consumption of alcohol in Italy.

11) Registering or incorporating a business

The process of registering a business in Italy involves nine procedures and can be expected to take on average 13 days. The minimum deposit required is equal to 10.8 per cent of per capita GNI, which is dramatically lower than the OECD average of 41 per cent of per capita GNI. An entrepreneur must draft a Public Deed of Incorporation, which must be executed before a public notary. Afterwards the company may file for incorporation at the Register of Enterprises in the local Chamber of Commerce.

12) GOVERNMENT
Italy has been a democratic republic since June 2, 1946 and the constitution was promulgated on January 1, 1948.The Italian state is centralized. The current prime minister is Romano Prodi, successor to the centre-right Silvio Berlusconi. Prodi was elected in May 2006, and is the leader of the Centre-Left Union Coalition. The Union is comprised of ten centre and leftist parties, with the largest majority of parliamentary representation belonging to Democrats of the Left (DS) Party.

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SWEDEN

1) INTRODUCTION [www.5]

• Sweden is divided into 21 counties
• Sweden joined the EU in 1995, but the country has opted out of some of the controls put forth in the Maastricht Treaty, such as the European Economic and Monetary Union (EMU) and the Eurozone.
• The UK is Sweden’s 3rd largest import partner, and Sweden is the UK’s 9th most important export market
• Sweden operates under one time zone: GMT+1.
• Sweden has one of the most prosperous economies in Europe, aided by over two centuries of continuous peace. Sweden maintained neutrality in both World Wars.

2) GEOGRAPHIC

Sweden is located in Northern Europe, bordering the Baltic Sea, Gulf of Bothnia, Kattegat, and Skagerrak, between Finland and Norway Sweden is geographically close.

Area: 449,964 sq. km.
Capital: Stockholm (city population: 794,700).
Terrain: Generally flat or rolling.
Climate: Temperate in south with cold, cloudy winters and cool, partly cloudy summers; sub-arctic in the north.

3) DEMOGRAPHICS

Sweden is beginning to experience the economic burden of an aging population.

Population: 9,031,088

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Age structure:

0-14 years: 16.4% (male 759,488/female 717,812)
15-64 years: 65.7% (male 3,007,899/female 2,926,220)
65 years and over: 17.9% (male 707,687/female 911,982)

Population growth rate: 0.159%

Birth rate: 10.2 births/1,000 population

Death rate: 10.27 deaths/1,000 population

4) ECONOMIC ACTIVITY [www.1]

Sweden has a continuously robust economic outlook, with a high level of GDP, low unemployment and stable inflation.

GDP Rate: $333.1 billion

GDP Rate Growth: 3.4%

5) TRANSPORTATION [www.5]

Sweden is a highly accessible country, especially from the northern European continent.:

6) Registering or incorporating a business

The process of registering a business in Sweden can be expected to involve three Processes and take on average 16 days. The minimum capital deposit requirement is equal to 35 per cent of GNI per capita, which is distinctly lower than the OECD average of 41 per cent. Registration must be done through the Swedish Companies Registration Office. After obtaining a business registration number, a company must also register with the Swedish Tax Agency.

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7) TAXES

· Sweden tax rate on alcohol is 55.20%[www.7]

Corporate income tax
Sweden has one of the lowest corporate income tax rates in Europe, and the rate is equivalent across Scandinavia, at 28 per cent. In Sweden the ability to carry forward capital losses indefinitely and deduct these losses from annual profits lowers the effective tax base by lowering the official income declared. Capital gains are simply added to corporate profits and taxed at the same rate, instead of being subject to a separate capital gains tax[www.5].

Value-added tax (VAT)
Sweden’s VAT has been harmonised with the European Community’s VAT directives. The standard vat rate is 25 per cent.

8) Support in market

Business Gateway International

Business Gateway International is a partnership between Scottish Enterprise, Scottish Development International, Chambers of Commerce, local authorities and other Public bodies.

Insurance for short-term credit
A number of companies provide insurance for short-term credit to guard against non-payment. These include Association of British Insurers, coface Uk.

Patents, trademarks and copyright

Voluntary registration is provided a legal basis for ownership of the work. However, in Sweden there is no authority or processes through which to register copyright. The

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International copyright symbol has no direct legal connotations in Sweden, but rather it serves as a reminder that the work is protected by copyright.

10) GOVERNMENT

Sweden is a constitutional monarchy with a parliamentary form of government. The prime minister is Goran Persson of the socialist Social Democratic Party (since March of 2006), who serves as Head of Government. The Social Democratic Party has held power alone or in coalitions for 59 years during the twentieth century and continuously since the turn of this century.

11) RECUIRTMENT

[www.1] Sweden has a labour force of 4.66 million with an unemployment rate of 4.5 %. Sweden’s labour force is traditionally recognised as one comprised of highly skilled and competent workers, with a large amount of trade union activity. Approximately 85 per cent of blue-collar workers and 75 per cent of white collar or corporate workers belong to trade unions.

Salaries are typically higher than those of workers in the UK, but they fall in line with the average salaries of other Scandinavian countries. Sweden has no legislated minimum wage, since the high level of trade union activity ensures the ability to bargain for sustainable wage levels.

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IRELAND

1) INTRODUCTION [www.1]

• 26 southern counties; six northern (Ulster) counties of Ireland’s 32 states became independent of the UK in 1921.
• Ireland joined the European Community (EU) in 1973.
• Ireland operates under one time zone: GMT.
• Ireland is the UK’s fourth largest export market with £16.2 billion of goods exported in 2005 – an increase of 15 per cent on the previous year.[www.6]
• Ireland has had one of the fastest-growing economies in Europe for several years, and it is now a hot vacation spot for people from around the world. About 50% of the Irish population is under age of 25 years. Ireland now the 4th highest per capita consumption in the world.
• Irish whiskey is growing faster than any other whisky style (www.9).

2) GEOGRAPHY

Ireland is located in Western Europe so geographically close to Scotland. Most important thing is 40% of the population resides within 100 km of Dublin.

Area [www.2]

Total: 70,280 sq km
land: 68,890 sq km
water: 1,390 sq km
Capital: Dublin

Terrain: Arable 10%, meadows and pastures 77%, rough grazing in use 11%, inland water 2%.
Climate: Temperate maritime.

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3) DEMOGRAPHICS

English is the official language, with Gaelic spoken mainly in areas along the western coast.

Population: 4,109,086

Age structure:
0-14 years: 20.8% (male 442,664/female 413,556)
15-64 years: 67.5% (male 1,387,803/female 1,385,355)
65 years and over: 11.7% (male 212,782/female 266,926)

Population growth rate: 1.143%

Birth rate: 14.4 births/1,000 population

Death rate: 7.79 deaths/1,000 population

4) ECONOMY ACTIVITY

[www.1] Ireland is a small, modern, trade-dependent economy with growth averaging 6% in 1995-2007. Although the exports sector, dominated by foreign multinationals, remains a key component of Ireland's economy, construction has most recently fueled economic growth along with strong consumer spending and business investment. Per capita GDP is 40% above that of the four big European economies and the second highest in the EU, and in 2007 surpassed that of the United States. Irish living standards have increased significantly over the last decade

GDP Rate: $ 187.5 billion

GDP Growth Rate: 5.3%

5) TRANSPORTATION [www.5]

Ireland holds a strategic transport position on the North Atlantic ocean and Irish Sea, with regular services to the UK, northern Europe and North America. The transport infrastructure is good, with over 95,000 kilometres of paved roadways, 3,312 kilometres

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of railways and 753 kilometres of waterways.

Ports
Ireland is serviced by 753 kilometres of waterways and has ports.

6) REGISTERING OR INCORPORATING A BUSINESS

The process of registering a business in the Ireland involves four procedures and can be expected to take on average 19 days. The minimum deposit required is equal to 0.3 per cent of per capita GNI, which is below the OECD average of 41 per cent.

7) TAX

· Tax Rate on Alcohol is 39.25% , so the selling price of the one bottle is high it tends to less purchasing power and less profit.

Corporate income tax
Corporate tax on passive income is charged at 20 per cent.

Value-added tax (VAT)
VAT is a broadly based consumption tax chargeable on all public and private consumption (goods and services) supplied to the final consumer. This is identical in form to the British VAT except that in Ireland the basic VAT is charged at 21 per cent in stead of 17.5.

8) SUPPORT IN MARKET

Business Gateway International

Business Gateway International is a partnership between Scottish Enterprise, Scottish Development International, Chambers of Commerce, local authorities and other public bodies.

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Insurance for short-term credit
A number of companies provide insurance for short-term credit to guard against non-payment. These include Association of British Insurers, coface UK, Euler Hermes. :

9) Patents, trademarks and copyright

Irish patents have a maximum life span of twenty years. Ireland also offers a "short-term" patent, valid for a maximum of ten years. To maintain a patent in force, annual renewal fees must be paid each year from the third year. Trademark registration is valid for a period of ten years. Copyright protects work for periods of between 50 and 70 years from the copyright holder’s death.

10) GOVERNMENT

The elections are held in July 2007.so the government will not change for four years. The Irish Parliament consists of the Senate which has 60 seats. 49 of these seats are filled through election by the universities and from candidates put forward by five vocational panels. The remaining 11 are nominated by the prime minister. Members of the Senate serve five-year terms.

11) RECUIRTMENT

[www.1] Ireland has an estimated labour force of 2.21 million people. With the growth in the Irish economy, recruitment is becoming a problem - there is virtually full employment at present. Government policy on immigration is currently being reviewed to address these issues.

Local labour costs are, in general, broadly similar to the UK - but bear in mind there is a currency differential when making calculations.

12) DOMESTIC COMPETITION

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Ireland is one of the countries which are producing famous whisky; some of the popular whiskies are Jameson, Irish Whisky, Irish cream and Stout. So there is a local competition for new market developers.

13) CULTURE

Irish culture was changed, more and more Irish consumers are experiencing spirits are part of the heritage. The roots of Whiskey started from Irish culture. Anyone who appreciates a sip of good bourbon, Scotch, rye or Canadian whisky owes a debt of gratitude to the Irish monks who first distilled "uisce beatha" in the Middle Ages. Ireland is still home to the world's oldest licensed distillery.

CZECH REPUBLIC

1) INTRODUCTION [www.5]

• The Czech Republic has two main geographical areas, Bohemia and Moravia, and is divided into 13 administrative regions plus the capital city of Praha (Prague).
• The Czech Republic joined NATO in 1999 and the EU in 2004.
• The Czech Republic operates under one time zone: GMT+1.
• The UK is the sixth-largest importer of Czech goods and trade links between the two countries are well-established.
• Czech Republic 2nd highest per capita consumption in the world.

2) GEOGRAPHIC [www.1]

It is near South east of Germany in central Europe

• Area

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Total: 78,866 sq km
land: 77,276 sq km
water: 1,590 sq km

• Terrain: low Mountains to the north and south, hills in the west.
• Capital: Prague (pop. 1.16 million).
• Climate: Temperate.

3) DEMOGRAPHICS

[www.1] The Czech Republic has a population of 10.2 million and a negative population growth rate of -0.07 per cent. Of this population over 90 per cent of inhabitants are of ethnic Czech background, and there are Slovak minority groups who emigrated during the Czech union with Slovakia.

Religions: Roman Catholic, Protestant.

Language: Czech.

Education: Literacy--99.8%.

Population: 10,228,744

Age structure:

0-14 years: 14.1% (male 738,391/female 698,999)
15-64 years: 71.2% (male 3,657,877/female 3,627,493)
65 years and over: 14.7% (male 588,531/female 917,453)

Population growth rate: -0.071%

Birth rate: 8.96 births/1,000 population

Death rate: 10.64 deaths/1,000 population

4) ECONOMIC ACTIVITY [www.3]

The Czech economy is based on services and industry, with growth in industry providing the backbone for overall continuing development and the rise in standards of

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Living.The Czech Republic is one of the most stable and prosperous of the post-Communist states of Central and Eastern Europe.

GDP: $249.1 billion

GDP – real growth rate: 5.7%

Currency
Czech Koruna (CZK): 1 koruna

5) TRANSPORTATION

The Czech Republic is highly accessible from longstanding European land routes. The country borders some of the biggest markets in Europe and is therefore able to take advantage of their infrastructures when trading out with the continent. The EU single market policy is highly advantageous to the country when it comes to transatlantic and global trade.
Since the Czech Republic is completely landlocked; sea transport is not the most efficient way to ship large quantities of goods to the country. The country has access to 664 kilometers of waterway infrastructure, which is principally comprised of the Elbe as well as Vltava and Oder rivers.

7) REGISTERING OR INCORPORATING A BUSINESS [www.5]

The process of registering a business in the Czech Republic involves ten procedures and can be expected to take on average 24 days. The minimum deposit required is equal to 36.8 per cent of per capita GNI, which is below the OECD average of 41 per cent. Business registration is done on a local level with the Business (Commercial) Registry of the Regional Commercial Court.

9) TAXES [www.7]

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Corporate income tax
The Czech corporate tax rate is currently 24 per cent. However, there are reductions for income devoted to actual investment, investment funds, and pension funds

Value-added tax (VAT)
VAT is a broadly based consumption tax chargeable on all public and private consumption (goods and services) supplied to the final consumer. This is identical in form to British VAT except that in the Czech Republic the basic VAT is charged at 19 per cent instead of 17.5

10) SUPPORT IN MARKET [www.5]

Business Gateway International

Business Gateway International has a range of services designed to support you at whatever stage of international trade or relocation you are at, including overseas market support.

Business Gateway International is a partnership between Scottish Enterprise, Scottish Development International, Chambers of Commerce, local authorities and other public bodies.

11) BUSINESS OPERATING INFORMATION AND PROCEDURES

Insurance for short-term credit
A number of companies provide insurance for short-term credit to guard against non-payment. These include Association of British Insurers, Coface UK.

Patents, trademarks and copyright

The EU is party to all the major international treaties and conventions on intellectual property.

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• the Paris Convention;
• the Convention Establishing the World Intellectual Property Organisation (WIPO); and
• the Patent Co-operation Treaty (PCT).

12) GOVERNMENT

The Czech Republic is a parliamentary democracy. The current president is Vaclav Klaus (since 7 March 2003) and the current prime minister is Zdenek Skromach (since 4 August 2004). Government will change in few months [www.2].

13) Recruitment

[www.1] The Czech Republic has a labour force of over 5.35 million people and unemployment rate is 6.6%. Unemployment is lowest in Prague, and there are sometimes shortages in the automotive sector. Labour costs are generally a lot less than in the UK.

PART -B

S no	POSITIVE FACTORS	ITALY	SWEDEN	IRELAND	CZECH REPUBLIC
1	Area	301	449	70	78
2	Terrain	_	25	1	4
3	Population	118	14	7	18
4	GDP Growth Rate	1	3	4	4
5	Transportation	_	10	50	_
6	Registering a Business	13	16	19	24
7	Corporate Tax	4	8	16	12
8	VAT	12	4	8	16
9	Insurance For Short Term Credit	4	4	4	4
10	Support to Market	4	4	4	4
11	Recent Elections	12	12	16	_
12	Time zone	4	4	4	4
13	Economic Situation	20	15	10	10

14	Tax on alocohol	28	_	_	_
15	Total	521	568	213	178

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1) AREA

I have considered first two or three digits according to the area size of the country.

2) TERRAIN

I have considered no mountains with flat country 4, and low mountains 3 points,

3) POPULATION

I have considered the age of above 18 year only and I have considered 0.5 of woman consumers.

For example;

Age of 18 to above 65: 2,32,50,447 (Men), 2,18,01,069

I have considered half of the Men will drink whisky so it comes 1,16,50,447, but women I am considered 0.2 only because very less will prefer it. Then I have added both men and women so it comes 1,18,50,447.but I have considered first three digits only.

4) GDP GROWTH RATE

I have considered more GDP growth rate is 4 and least is 1 in a ascending order.

5) TRANSPORTATION

I have just multiplied with 5 according to the ascending order of full facility transport.

6) REGISTERRING BUSINESS

How many days take for registering a business, those days I have added.

7) CORPORATE TAX

I have multiplied with 4 in an ascending order of less corporate tax.

8) VAT

I have multiplied with 4 in an ascending order of less Vat.

9) INSURANCE FOR SHORT CREDIT

These four countries provide financial support to any foreign company, so I have considered 4 for all these countries.

10) SUPPORT TO MARKET

These four countries provide market support to any foreign company, so I have considered 4 for all these countries.

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11) RECENT ELECTION

I have multiplied with 4 in a ascending order, the elections which are held in the last year there is very less chance of re-elections, so it is not harm to the business. For example I started business in the Italy the government was changed then it leads to so many political risks. so it is a most important factor.

12) TIME ZONE

There is no difference Time zone compared to Scotland. So I have given 4 for each country.

13) ECONOMIC SITUATION

I have multiplied with 5 in a ascending order of strong economic situation.

14) TAX ON ALOCOHOL

I have multiplied 4 with the tax on alcohol.

For example; 4 multiplied with 7 = 28

S no	NEGATIVE FACTORS	ITALY	SWEDEN	IRELAND		CZECH REPUBLIC
1	Regions	40	_	_		_
2	Segmentation	20	20	_		_
3	Location	20	_	_		20
4	Currency	_	_	_		16
5	Transportation	16	_	_		16
6	Recruitment of Employees	_	_	16		_
7	Local Competition	20	_	20	_
8	Top Selling Malt Whisky	10	_	_	_
9	Return on Investment	20	_	_	_
10	Recent Election	_	_	_	16
11	Terrain	16	_	_	_
12	Tax on Alcohol	_	110	78	_
13	Total	162	130	114	68

1) REGIONS

I have considered 40 for Italy because in Italy there are three regions, it means three different cultures, different economic situations, and different employment rate in each region.

2) Segmentation

I think segmenting market is also difficult in both countries, so I have multiplied 4 with 5, here 4 are having less important because Italy having some autonomous regions.

3) LOCATION

If I compared two countries Italy and Czech Republic with other so far from Scotland so I have multiplied 4 with 5.

4) CURRENCY

Currency varies so I have multiplied 4 with 4.

5) Transportation

Sea transport is cheapest mode of transport for any good, but for Italy and Czech sea transport is difficult, so I have multiplied 4 with 4.

6) RECUIRTMENT OF EMPLOYE

In Ireland they are facing a problem of shortage of employee and they are looking for out sourcing of employees, so I have multiplied 4 with 4.

7) LOCAL COMPETITION

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Italy is famous for wine producing, so it tends to consumption of wine is more compared whisky because whisky is costly and Ireland produce Irish whisky. So I have multiplied 4 with 5.

8) TOP SELLING MALT WHISKY

In Italy GLEN GRANT is a top selling Malt whisky, so I have multiplied 2 with5.

9) RETURN ON INVESTMENT

In Italy return on investment is takes long time, so I have multiplied 4 with 5.

10) ELECTIONS

In few months time election will happen in Czech, so the government will change, I have multiplied 4 with 4.

11) TERRAIN

In Italy mostly rugged and Mountains, so I think in some cases its not a favour to do business, so I multiplied 4 with 4.

12) TAX ON ALCOHOL

I have multiplied 2 with tax on alcohol.

FACTOR	ITALY	SWEDEN	IRELAND	CZECH REPUBLIC
POSITIVE FACTORS	521	568	213	178
NEGATIVE FACTORS	162	130	114	68
RESULT	359	438	99	110

.

PROPOSED MARKET ENTRY STRATEGY

So the best market for introducing scotch malt whiskies is Sweden. By considering all positive and negative factors of these four countries Sweden is the best Market.

• Registering and taking license from the country
• Building a manufacturing plant for bottling etc.

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• Manufacturing bottles according to the Sweden standards
• Segmenting the market
• Advertising and promotion was done to familiarizing about the product
• Selling the Malt whisky to the consumer through distribution channels
• Comparing the final result whether the target was reached or not.

REFERENCES

1) www.cia.gov/library/publications/the-world-factbook/ accessed by gopikrishna M on 15-03-08

2) www.state.gov/pa/ei/bgn/ acessed by gopikrishna M on 13-03-08.

3) www.tradeyorkshire.com/spotlight/italy.htm accessed by gopikrishna M on 11-03-08

4) www.rln-east.com/Documents/43/Italian%20Business%20Culture%20Report.doc accessed by gopikrishna M on 14-03-08

5) www.scottish-enterprise.com/sedotcom_home/services_to _business_international/eo-market-info/ accessed by gopikrishna M on 10-03-08

6)www.uktradeinvest.gov.uk/ukti/appmanager/ukti/countries?_nfls=false&_nfpb=true&_pageLabel=CountryType1&navigationPageId=/italy accessed by gopikrishna M on 10-03-08

7) www.nca.ie/eng/research_zone/reports/alcoholic_and_nonalcoholic_beverages.pdf accessed by gopikrishna M on 21-03-08

8) www.worldwide-tax.com/italy/ita_other.asp accessed by gopikrishna M on 20-03-08

9)www.beveragenet.net/sw/2003/0302/0302irs.asp

10) www.en.wikipedia.org/wiki/Italy

11)www.italia.costasur.com/en/culture.html

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