The report would also include an analysis of the market segments and the beer market in the nation. The report would also showcase the market entry strategies and a specific product mix for the new market and would also include an analysis of the integrated marketing communication and other market strategies for entering the market successfully. Finally a set of plausible recommendations would be prepared that would be framed on the basis of the study conducted in the course of research.
The present era of business environment is largely stated by various circles as the age of turbulence and intense competition. The entry of globalisation has made the world turn into a boundary less structure with firms expanding beyond political and geographic boundaries to reach out to new markets. This has also triggered a wave of competition among the organizations to establish their organizations in the market. The present study would deal with the international expansion of a beer company in the UK market. The choice of the market assumes significance considering the presence of a strong demand and favourable future opportunities in the nation. Background According to a report published by Nielsen the total beer industry in UK is valued at 3.48 billion pounds with volumes expected to be around 18.7 million hl. This shows a considerable scope for business in the market. However the market is also characterised by intense levels of competition as the market is dotted with a large number of players with highly established brand image and formidable brand positioning (Nielsen, 2009, p.6). Aim The main aim of this study would be to frame a business report that would try to uncover the business potential of UK as a beer market. The report would try to analyse the business market of the nation and would frame up a market entry plan that would also include formulating a product mix specifically designed for the UK market. The report would also cover the aspect of positioning and integrated marketing communication as well as an entry strategy for the company in the UK market. Scope The business report would analyse the business attractiveness of a new market in the context of the beer market in UK. The report would analyse the appropriateness in choosing the UK market as a destination for investment for foreign market players in the beer industry. Country Information Geographies UK is one of the most developed economies of the world with its importance being that of one of the pioneer nations of the industrial revolution. Geographically the nation is located in Western Europe with a total area of 243,610 square kilometres. The nation has a long coastline in the Atlantic Ocean that serves as its sea link with the USA. London the capital city of the nation is also known as the commercial and financial hubs of the world with