intention of Western Wines to market Kumala wines in Japan.

Seminar paper from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, Leeds Metropolitan University (Leeds Business School), course: International Marketing Strategy, language: English, abstract: This work will analyse the intension of Western Wines to market Kumala wines in Japan. The report is fundamentally structured into five parts: First there will be given a short introduction about Kumala Wines and their product range. The second part give the most important facts against an entry in Thailand and South Korea and contains a detailed marketing environment analysis of Japan, as the most favourable country to launch Kumala`s products. After that it will continue with analysing possible opportunities and threats for Kumala`s range in the chosen market. The next section will focus on an initial market entry strategy for Kumala developed on the data of the analysis. Based on the points above the fifth part will contain a marketing mix proposal. In the end their will be a short conclusion. Throughout the whole paper relevant marketing concepts are used and applied. The work is based on secondary research to a large extent.