Flot Vodka Case Study

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FLOTT Vodka offers several opportunities for BCN Spirits to expand into foreign markets. However when considering launching a product in a foreign market there are several different marketing tools and aspects that must be utilized and evaluated in order to understand if a specific market is a viable choice for a company. Specifically looking into the United States, which currently has a saturated vodka market, there are even more factors that must be considering when deciding how BCN Spirits wants to promote and market their product to Americans. Specific things to consider are the macro and microenvironment and the United States culture of vodka consumption. Equally important is the decision on how FLOTT Vodka will be positioned and promoted. …show more content…
According to the “The External Environment and its Effect on Strategic Marketing Planning: a Case Study for McDonalds”, “An external environment analysis is necessary, as effective marketing strategies cannot be developed without firstly analyzing the environment in which the company operates” (Vrontis and Pavlou). The importance of an external analysis or a situational analysis is shown when Disney’s struggled to enter into the European market with EuroDisney. When Disney first attempted to enter into the Europe the company almost went into bankruptcy. The issued they faced with the European market stemmed from the lack of Disney performing a situational analysis on the European and Parisian market. More specifically they failed to do analysis the cultural differences from the United States and Europe. They had issues in regards to not allowing pets in the park, not offering alcohol in the park, and not being prepared for large breakfast crowds to name a few. The collection of misconceptions also hurt EuroDisney when they attempted to advertise the park to consumers. EuroDisney is a great case study to use as a guide on what not to do when entering a new market. However, it is also a good guide to see how they fixed their mistakes with their original market entry. EuroDisney switched the name to Paris Disneyland and revamped their entire marketing plan to fit many different cultures …show more content…
Using internal findings to determine Strengths and Weaknesses of FLOTT Vodka and using external findings to determine opportunities and threats in the vodka industry. Preparing a SWOT analysis will give BCN Spirits the information and tools that they need to determine how they will segment, target, and position FLOTT Vodka compared to the other leading vodka brands that are sold in the United States. Important tools to use when determining how to position FLOTT are a positioning statement and a perception map. The position statement lists who the target customer is, why they “need” the product, the product name and its marketing category, the benefit it provides, who it competes with, and why it is different than its competitors. The positioning map is a visual representation on where brands fit according to different categories, so that BCN Spirits can visualize what categories are not currently being occupied. It is also important to remember to maximize FLOTT’s points of difference but also it’s points of parity so that consumers still understand they are getting the basic benefits of an alcoholic drink. When considering how to position the brand it is important to look back at Hofstede’s cultural dimensions to help determine if the brand personality chosen for FLOTT will be perceived well in American culture. Determining a

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