The Possibilities of Expanding the Business into New Overseas Markets E

The Possibilities of Expanding the Business into New oversea MarketsAs international marketing consultant of Mackies of Scotland, the scratch bat maker, it is my duty to consider the possibilities of expandingthe business into new overseas markets, successfully. The sparing ice clobber market leave behind be researched thoroughly. The UK target market ofMackies leave behind be analysed. Fin whollyy a suitable country will be chosento market the product to. The countries that will be selected fromwill be Saudi Arabia, Germany or Ireland.The UK ice cream market is estimated to be worth 1.25 billion.Mackies of Scotland have been qualification ice cream in Aberdeenshire sincethe 1960s, although they have been farming since before the turn ofthe century. Ice cream has been in existence since 618A.D but isrumoured to have been invented in 200B.C in China. The first sustenance of ice cream in Britain is dated in 1672 during thereign of Charles II. The singularity of Mackies ice cream is thatfirstly it is make in Scotland, it is made with the help of Jersey andAngus cows, it is run by a sparing family/workforce, Mackies is themarket attractor in Scotland with 45% of the market and has an 11% UKwide market. Mackies aim is to streng accordingly its UK market position andthen look into potential export opportunities. These factors mean thatthe company and product argon idea and ripe for expansion into foreignmarkets.Mackies trademark symbolic representation is a milkmaid milking a cow in a field. The handed-down flavour of the ice cream is represented by blue packaging.It is not c whollyed vanilla but simply traditional. No flavours are addedto Mackies traditional. other(a) flavours in the range include HoneycombHarvest, Strawberry and Cream, Caramel Choc Mint, absolutely Chocolateas well as Organic Ice Cream. Traditional is available in 120ml tubs,500ml, 1 liter, 2 litre, 5 litre and 10 litre tubs. Honeycomb Harvest,which has orange, blue and snow-white packag ing, is available in all sizesexcept 2 and 10 litre tubs. Strawberry and Cream, which has red, blueand white packaging, is available in all sizes except 500ml, 2 and 10litre tubs. Caramel Choc Mint, which has green, blue and whitepackaging, is available in 1 and 5 litre tubs. Absolutely Chocolate,which has brown, blue and white packaging, is available in all sizesexcept 500ml, 2 and 10 litre tubs. O... ...he market. The Saudis use Riyals the Germans and Irish affiance onEuros.The country that I would choose to market the ice cream to would beIreland. Politically Scotland and Ireland use similar techniques, theytrade with similar countries, kitchen-gardening and industry are the mainsources of income. Economically Ireland is stable. The amount oftourists that visit Ireland is kinda phenomenal and it would be anopportunity wasted if Mackies dont enter the market there. Irelandhas a low population which could be seen as a good attribute, this isbecause Mackies are already market le ader in Scotland, which has apopulation of 5 million. Therefore 2.8 million nation to target wouldbe relatively cheap, and another market could belong to Mackies.technologically Ireland is advancing. However only ice cream giantslike Walls will have far superior ice cream making equipment thanMackies. Technology advances in the country could help Mackies inScotland. I feel that Saudi Arabia would not accept the product withspecific Scottish branding. Germany being a very nationalistic countrywould also forswear the ice cream as they would favour German brands ofice cream.