Silkwood Imc

In: Business and Management

Submitted By korime
Words 16405
Pages 66
2. Executive summary
• Two countries researched for potential market entry of Silkwood Wines, using macro-environmental (PEST) analysis, are Argentina and New Zealand.
• Argentina is an attractive market for winemakers from ‘target-market’ point of view, but it is not a good time to commence exporting to this country. Unfavourable political and economic situation are the strongest factors that influence this decision. High physical, psychic, cultural and linguistic distances from Australia represent additional potential complications.
• New Zealand on the other hand offers less opportunity for profits, but being physically, psychically, culturally and linguistically close to Australia, with a favourable applicable tariff rates and historically good relationship, it is a safe option.
• American slightly positive GDP growth in the last quarter and some other latest statistics indicate that the worst times relating to world financial crisis is in the past. Nevertheless, world’s economists are prognosticating that long time is needed for full recovery. Some countries are still in recession and Argentina is battling hard to come out as a winner. Higher risks are associated with these hard times, thus a safer option is recommended.
• Taking all this into consideration and the facts that Silkwood Wines are inexperienced in exporting and have limited human and financial resources, I recommend New Zealand as the best country for initial entry. With characteristics above described, New Zealand can be regarded as an ‘extension’ of Australian market. It will offer some expansion of production and extra profits, but more importantly experience that Silkwood Wines will be able to use once decision is made to enter other markets.
The following table summarizes research findings for Argentina and New Zealand

Political Situation Economic Climate Ease of Doing…...

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