Palandri Wines Marketing Strategy To Singapore

             - Palandri Aurora have had rapid national sales growth.
             - Efficient production capacities.
             - Pre-existing export division in UK which shows Palandri's ability to operate internationally.
             - The Palandri Aurora brand is modern, stylish and has a very approachable range of wines .
             - Strong positive culture and communication between all levels of management.
             - Highly motivated, multi-skilled employees WEAKNESSES.
             - Palandri is one of Australia's youngest premium wine companies. This may decrease their brand attractiveness as consumers like to buy products that they have heard of or know are tasty.
             - Singapore has a small population of only 3 million people, so this becomes a limiting factor.
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             OPPORTUNITIES.
             - Large production capacities allow Palandri to expand their markets, both nationally and internationally.
             - Palandri have already been successful in the UK and European markets, which suggests they are likely to be successful in another foreign country/market.
             - Large customer segments in Singapore, Malaysia and Japan.
             - Westernisation of food tastes in Singapore, Malaysia and Thailand.
             - An increasing number of foreign travellers and tourists are visiting Australia, therefore Australian brand names are increasing in popularity in countries all over the world .
             THREATS.
             - Possibility of price fluctuations on world markets.
             - Strong competitors.
             - Shareholders" disagreement with investing into Singapore.
             - Wine is not part of Singapore's local food culture.
             - In many Asian countries heavy penalties for drink driving offences and vigilant police have had adverse effects on wine consumption, especially during the festive season.
             - Target consumers may wish to buy more established, internationally recognised wine.
             (b) EXTERNAL ENVIRONMENTAL ANALYSIS.
             There are many regulations that affect any product when considering entering a foreign market. Therefore, it is essential that after an internal review, the organisation must complete an external environmental analysis on the potential country, searching for opportunities and monitoring threats.