Fentimans plan to launch brewed soft drinks into the Japanese market

This assignment explores Fentimans plan to launch brewed soft drinks into the Japanese market. So, you are required to carry out this analysis and then to make a justified recommendation as to the feasibility of the launch and the entry mode they should choose for a launch into the Japanese market.   

Fentimans plan to launch brewed soft drinks into the Japanese market

Fentimans plan to launch their botanically brewed soft drinks into the Japanese market. 

Task: As part of the company’s globalisation strategy, Fentimans are keen to investigate the suitability of their range of botanically brewed soft drinks.  To launch into the Japanese soft drinks market. They have asked you to evaluate this opportunity for them and to prepare an analysis which considers the attractiveness of Japan and specifically the Japanese soft drinks market for a new entrant into this market.  You have also been asked to analyse Fentimans relative competitive advantage.  And also, to consider critically whether the brand is likely to succeed in the Japanese market.  You required to carry out this analysis and then to make a justified recommendation as to the feasibility of the launch and the entry mode they should choose for a launch into the Japanese market.   

 

Fentimans plan to launch brewed soft drinks into the Japanese market

Your evaluation should be structured in two parts to address the following tasks: 

 

 Part 1: 70%

Carry out detailed research and using relevant models and academic theory to provide a structure and substantiation for your views. Also, analyse the suitability of the Japanese market for the launch of a range of Fentimans soft drinks. 

 

Your analysis should use the Comrie and Hunt-Fraisse (2015) adaptation of the Walvoord (1980) Potential Market Assessment model introduced in lecture 2 as a structure for your answer.  As such, you should divide this section into four parts covering the following:  

 

1.     Macro market analysis  – PESTLE (Japan)  20%

Lastly, Part two requires you to recommend and justify an entry mode for Fentimans in Japan. 20%

Detailed Instructions

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