Market Entry Alternatives For International Marketing

Academic Paper from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, , language: English, abstract: This paper evaluates various entry options of the company BrewDog with their introduction of a new non-alcoholic drink to the United States market with an aim of selecting the most appropriate option. BrewDog is a multinational brewery and pub chain headquartered in Ellon, Scotland. From the beginning, the founders of BrewDog adopted a management strategy that focused on innovation of unique beer products and targeting those who were tired of the industrial beer. The vision of BrewDog is to lead the revolution of the beer industry and redefine British beer drinking culture. Nonetheless, BrewDog products are yet to penetrate other valuable markets such as the United States. To enter United States market, the company plans to introduce a new non-alcoholic drink called Punk AF. The challenge for the marketers and managers is thus to determine the best entry alternative into the United States.