White Horse Whiskey Situation Analysis

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I. Situational Analysis To set up our marketing strategy, we firstly analyze the White Horse Whisky internal and external environment and the opportunities or threats arising from this environment. To help, we use traditional models such as SWOT, TOWS and PEST analysis. 1. Internal and external environment a. PEST analysis * Political - Legal: White horse whisky is an alcoholic beverage. Many different markets across the world have different set of regulations that are either relaxed or are either stringent. In the United Kingdom, alcoholism is a serious issue (increase of the rate of death by 20 in the Southern side, domestic violence, decrease of efficiency at work, crime and delinquency and diseases). For all these reasons, the Government has set up in 2004 the « Alcohol Harm Reduction Strategy for England » to change minds and get people aware from alcohol’s dangers. * Economic: Added to the fact that the Scotch whisky market has been declined since 15 years, the recent economic downturn has also impacted negatively the alcohol industry. The recession of economic indicators such as the purchase power or the GDP reflected on alcohol consumption which went from 10980 K Liters in 2005 to 8210 K Liters in 2011. But, the economic situation of United Kingdom is going better again, so White Horse should take advantage of that. * Social: Social factors greatly impact White horse whisky, as it is an alcoholic beverage and the question is that binge drinking amongst the young is seen as a serious social problem in the UK. Also, Drinking patterns generally have moved away from traditional dark spirits (such as rum and whisky) in favor of white spirits (vodka), wine and lagers. These are main problems White Horse Whisky should overcome. * Technological: With the advent of the new age in technology, companies should completely
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