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Stock Spirits is a Central and Eastern European branded spirits producer. Their main vision is to be the leading spirits business in Central and Eastern Europe.
Overall, produce around 45 brands across a broad range of spirits, including vodka, rum or brandy.

Core markets include Poland, the Czech Republic and Italy. Together, these made up 89% of the Group's net sales revenue for FY 2018.

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Stock Prestige Citron
Stock Prestige vodka launched in Poland in 2009.
The refreshing taste of the bitter-sweet fruit complements the mild flavour of pure vodka.

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Our mission is to make spirits drinking more enjoyable through our unique combination of superior quality with local pride, understanding and innovation.

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How it is all done?

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Political stability and importance of Food & Beverage sector in the country's economy

UK’s current situation in terms of Brexit. This is a major political decision that UK has agreed to carry out and leave the EU. This might have an unexpected effect on the new entrant so if Stock was to introduce their new stock prestige citron spirit, they would need to ensure that they obey by the new UK legislations as it will be separate from the EU as they will no longer be members of it. Moreover, UK as a country has stable projections of growth. They are meant to remain ‘modest at 1.4% in 2019 and 1.3% in 2020’. These predictions assume that the Brexit deal is agreed, however no one knows what will happen therefore it is uncertain and impossible to predict what will happen what will be the risks if the deal does not occur.

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Economic factors include inflation and salaries. If these become balanced, then people’s wages will go up and eventually people will spend more money on products and services. If people have more money, they could potentially have more parties and eventually would be in the need of buying more spirits. Additionally, things like foreign exchange or interest rate would determine the demand and eventually an investment in an economy.

Stock Spirits could use country’s economic factor such as growth rate in order to forecast the numbers. Stock spirits would need to consider the type of economic system in countries of operations- stability of the economy and the system.

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Society’s culture and way of doing things may have an impact on the culture of an organization in an environment. Attitudes of the population play a vital role in how the management at Stock Spirits Group Plc will understand the customers of a given market. Social factors to be considered by Stock Spirits includes demographics and skill level of the population, education level of the audience, culture (gender roles) or interests. Understanding these will allow the management to ensure reaching full potential and eventually exceeding in the communication but also provision of products to the new market. Achieving great sales in home countries can be an indicator however it effectively does not mean that it will be the same in the UK. There are many competitors or brands that have created positive attitudes as they have been around for a while. It is important to distinguish what is the culture within a given country as therefore main buyers can be targeted. Moreover, if there is strong emphasis on consuming alcohol during the week for relaxation then it may be insightful for Stock to know what days that is, but also who purchases spirits during the week in order to then change or amend the advertising strategy and aim these who buy during the week.

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Technological Factors

Technology is fast troublemaking factor to be considered within various industries across the board. A firm should not only do technological analysis of the industry but also the speed at which technology disrupts that industry. Slow speed will give more time while fast speed of technological disruption may give a firm little time to update its operations and to be profitable. Technology analysis that Stock Spirits need to consider include the recent technological updates by their competitors. UK is one of the fastest growing market in terms of economy as people like to be on the go and they are becoming more mobile therefore it is important to know this before introducing a new spirit into that market. It is also important to consider how technology impacts the supply chain of the firm for instance if Stock spirits sends its spirits through water transport they might want to rethink this, as it may be quicker and more efficient to do it through air transportation or by vans in order to ensure that no product is destroyed during the transportation. There also may be other ways which include partnering up with a manufacturer in the UK in order to avoid the transportation cost and therefore communicate in a mobile way to ensure efficiency.

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Environmental Factors

Different markets have different customs or environmental standards which can impact the profitability of an organization in those markets. Similarly, a lot of European countries give healthy tax breaks to companies that operate in the renewable sector.
Stock spirits would need to consider the climate change or the weather in the UK. They would need to see if it will be easy to transport goods from one place to another as UK is known for heavy rains, which may delay the whole operation and eventually reduce sales.

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A firm should carefully evaluate the law of the market they want to enter. Some of the legal factors that Stock Spirits should consider is the employment law. They need to ensure that people are employed and are paid the living wage or the national minimum wage. They do not want to exploit people and eventually be seen as an unethical business, so their practices have to obey by the law. The anti-trust law in food & beverage includes both ‘UK and Eu regulations’ , which therefore may change when UK leaves the EU as the laws will change. The company needs to ensure that legislations such as data protection act is met as they may be holding information about the suppliers and employees.