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Your company has won the contract to market a new whisky called ‘Dumnadoon’. Drumnadoon is a single 10 year old malt which is distilled nr Glencoe in the Scottish Highlands.
The managing director has decided to split the marketing, to target individual countries, based on their economy and culture. You have been assigned Japan.
Your manager has asked you to submit a proposal in writing of 1500 words, clearly stating how you would market the new whisky to Japan.
Your proposal must include:
1) A P.E.S.T Analysis of your chosen country. (40 Marks)
2) A 7Ps Marketing Plan. (140 Marks)
3) A proposed distribution chain for the new product. (10 Marks)
4) An appropriate strapline for the new product. (10 Marks)