StudentShare solutions
Triangle menu
  • Home
  • Subjects
  • Marketing
  • Russian Standard Vodka: An Analysis of the International Expansion Strategies into the UK Markets

Russian Standard Vodka: An Analysis of the International Expansion Strategies into the UK Markets - Dissertation Example

Nobody downloaded yet

Extract of sample
Russian Standard Vodka: An Analysis of the International Expansion Strategies into the UK Markets

This study discusses that Russian Standard Vodka was launched in Russia in 1998. That year was the height of the Russian financial crises. After the Soviet Union collapsed in 1991, Russia went through a period of administrative chaos which affected various sections of the economy. “There were fluctuations, breakaways, a fall in the Ruble and a massive fall in quality standards”. This trend is somewhat logical because the collapse of the USSR led to the independence of various states that were part of the Soviet Empire. This came with a lot of unstructured changes and decisions. Some of the problems were connected to the inefficiencies inherited from the Commuist regime. Others were as a result of the transition from the one-party bloc of nations to a free market economy. As the crises increased, the Russian currency fell drastically and quality standards that had gone through a period of strain under Soviet rule were absolutely inadequate. Thus, one of the Russian entrepreneurs named Roustam Tarik decided to include something in his portfolio that could withstand the economic pressures. In 1998, Tariko's company, Roust Holdings decided to consolidate his hold on something that could be identified with Russia and could be produced according to high standards. “Tariko wanted to set up something that could be to Russia what Coca Cola is to America, Mercedes Benz is to Germay and Sony is to Japan”. Roust Holdings therefore settled on a Russian Vodka brand that people could identify with their country. They also sought to connect their brand to the highest standards. This led them to seek to reconnect their Vodka brand to the Russian Royal family that was ousted by the Communists in 1917 (De Vries, 2004). Thus, Russian Standard came with two important elements: national pride and high quality (Grigorian, 2002). The name 'Russian Standard' created the notion that the vodka brand was the definitive and original brand. Russian Standard came with the inherent attribute of being the pacesetter in the world of premium vodkas. Also, the equation of Russian Standard Vodka to the Czar's regime gave it an image of royalty and originality. Thus, the inherent elements of Russian Standard was based solidly on a foundation of internationalisation. Thus, from the onset, Russian Vodka was destined to be appropriate for the international markets. Russian Standard immediately became popular amongst tourists who were visiting Russia because they found it appropriate to purchase the product as a symbol of Russia from the duty free airport shops (Grigorian, 2002) Roust et al managed to promote the Russian Vodka brand overseas between 1998 and 2002 (Barton et al, 2003). Russian Vodka was quickly sold in ten European markets within a year after it was launched in Russia (Grigorian, 2002). This could be connected with the positioning of the product and its popularity as a symbol of Russia. Russian Standard later found its way onto the UK markets where it has been a successful product for all this while (Russian Standard Website, 2007). Ever since it got onto the UK markets, Russian Standard has become a major alcoholic brand that has been really appreciated by the public. In 2009, Russian Standard announced a ?1.2 million marketing campaign that was meant to recruit another 45,000 customers to enjoy the product (The Drink Report, 2009). This group of 45,000 users are meant to add up to Russian Standard's initial strength of 27% of the demand for Vodka in the UK (Grigorian, 2002). This shows that the Russian Standard expansion drive into the UK has been extremely successful. This is quite unusual for a foreign business in the UK market. The success of Russian Standard is something that must be observed. Research Objectives This ...Show more


This research seeks to examine the reason behind Russian Standard's success in its international expansion strategy into the UK. It will seek to answer how and why Russian Standard managed to attain such a huge market share in the UK in such a short period of time. …
Author : abernathyjensen
Russian Standard Vodka: An Analysis of the International Expansion Strategies into the UK Markets essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the dissertation on your topic
"Russian Standard Vodka: An Analysis of the International Expansion Strategies into the UK Markets"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Industry analysis of UK beer industry
The beer industry in the UK currently finds itself in an increasingly tightening situation. Already suffering a decline in revenues prior to the economic downturn, the breweries and pubs that comprise the industry have also experienced the effects of tightening legislation in the form of taxation and other general and industry-specific regulatory measures.
45 pages (11250 words) Dissertation
The Global Financial Crisis: Impact on Property Markets in the UK
The aim of this study is to investigate the impact of the global financial crisis on the UK property market. This will involve seeking data that will reveal the direct financial impacts of the crisis on the property companies, the impact on property consumers in terms of confidence and patterns, the strategic management adaptations to the crisis and the impacts of such responses.
46 pages (11500 words) Dissertation
Analysis Of Russian-British Economical And Trade Cooperations: Existing Situations And Perspectives
This study is governed by the following objectives: to describe the current UK-Russia trade relations; to determine whether it is viable; to identify the problems and challenges in the bilateral trade relations; and, to propose solutions to address or improve on them. The study can contribute to the body of literature that can inform related policy-making.
10 pages (2500 words) Dissertation
International strategies for brand extensions: the road from Russia to the UK
For this, they have adopted and practiced numerous strategies for the growth and success of the brand name. In this regard, brand extension is one of the common and frequent strategies followed by several organizations. However, this paper has investigated the impact of international strategies for brand extensions upon the brand reputation and consumer innovativeness.
50 pages (12500 words) Dissertation
Analysis of russian-british economical and trade cooperations: existing situations and perspectives
The country adopted a democratic form of government and the regime of free market. The country got its inclusion in BRIC constitution along with India, Brazil and China. The BRIC group leads the developing world in terms of growth and economic transformation.
50 pages (12500 words) Dissertation
Critical appraisal of the International Accounting Standard
The researcher would also expound on the concept of Fair Value Accounting and the aspect of decision usefulness, as well as present the objectives that would guide the completion of this research.
42 pages (10500 words) Dissertation
Russian petroleum industry and globalization
Petroleum industry in Russia has dramatically changed in the recent years. Growth was replaced by stagnation. Reserves and infrastructure that was created during Soviet Union time cannot provide the same production as in 90s and 2000s.
40 pages (10000 words) Dissertation
Do International Marketing Strategies help Multinational Firms achieve competitive advantage
Abstract The current changes that are a part of businesses are based on globalization and the need to move into a multinational presence. The ability to create an alternative presence is one that is based on changing the approach to models and theories used.
32 pages (8000 words) Dissertation
The Development of Barrier to Entry in B2B Markets. The Case of Russian Underground Construction Industry
a analysis 26 Ethical considerations 28 Findings 30 Summary of findings 39 Discussion 41 Entry barriers in Russian underground construction industry 42 Conclusion 47 Revisiting research aims and objectives 48 Recommendations 49 Concluding remarks 49 Appendix 50 EXECUTIVE SUMMARY The researcher investigated the current business conditions within the tunnelling and underground construction in Russia, and specifically peeked at entry barriers that impact the businesses and the ability of various potential entrepreneurs investing in this industry.
4 pages (1000 words) Dissertation
An analysis of CSR in UK
TWO: LITERATURE REVIEW 19 2.0Literature Review 19 2.1Understanding CSR on the perspective of Previous Studies 20 2.2Europe’s Approach to CSR 22 2.3Theories in understanding CSR 23 2.3.1Stakeholder Theory 23 2.3.2Legitimacy Theory 24 2.3.3Social Contracts Theory 26 2.4Driving forces or Factors associated with CSR Practices 27 2.5Strategic Planning and Analysis and CSR Success 29 2.6CSR Policies and limitations to Effective Implementation 31 2.7Conclusions 32 CHAPTER THREE: RESEARCH METHODS 33 3.0Research Methods Overview 33 3.1Research Philosophy 34 3.2Research Strategy and Tools 35 3.3Research Plan 36 3.4Population and Sample 37 3.4.1Population 37 3.4.2Sample 37 3.4.3Sampling Method 38 3.5D
60 pages (15000 words) Dissertation
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us