FINNISH WHISKEY TO THE UNITED STATES: CASE COMPANY–TEERENPELI
Chernikova, Valeriia (2015)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015091714698
https://urn.fi/URN:NBN:fi:amk-2015091714698
Tiivistelmä
Currently, the whiskey market in the United States is booming, seen in the increase in sales and the market share in the alcohol industry. Consumer behavior has changed towards premium special whiskeys from non-traditional whiskey producers, which has opened opportunities for these producers.
The aim of this thesis is to design a market entry mode for the Finnish single malt producer Teerenpeli that will export whiskey to the city of St. Louis, Missouri. The research is done with the help of an analysis of the business environment as well as interviews with experts from relevant fields and personal observations in multiple retail outlets.
The entry strategy includes a description of the relevant distribution and communication channels, pricing and branding strategies as well as positioning the product among competitors in the market.
The aim of this thesis is to design a market entry mode for the Finnish single malt producer Teerenpeli that will export whiskey to the city of St. Louis, Missouri. The research is done with the help of an analysis of the business environment as well as interviews with experts from relevant fields and personal observations in multiple retail outlets.
The entry strategy includes a description of the relevant distribution and communication channels, pricing and branding strategies as well as positioning the product among competitors in the market.