https://padlet.com/xlt17jayce/b0qv3lsqp3my Marketing Plan en-us 2019-10-25 14:11:53 UTC 2024-07-19 18:52:37 UTC hello@padlet.com xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/403070540 Strength 

• Exceptional casks selected from world’s finest bodegas and exclusive wineries
• Distinctive maturing method 
• Consistent quality 
• Contribution from mater distiller Richard Patterson for over 5 decades 
• Strict quality control 
• Reliable barley suppliers 
• History trace back to King Alexander III  in 1263
• Reputation built since 1839
• TOP 25 for producing capacity 
• Partnership with the Emirates 
• The distillery welcome visits upon reservation 
• Does not use peated malt 

]]> 2019-10-27 19:56:32 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/403070540 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/403073632 Weakness 

• Price is high 
• Lack of variety of products in different price points
• Specialise in smooth whisky
• Lack of advertising
• Very selective on its distributors 
• Does not collect information on its customers for better services 

]]> 2019-10-27 20:15:26 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/403073632 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/403076210 Opportunities

• Development in Asian countries  who's unfamiliar to premium whisky
• Very few competitors challenges Dalmore in smooth whisky category
• Form a stronger bond with bars and clubs to sell their product 

]]> 2019-10-27 20:31:51 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/403076210 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/403079263 Threats

• Relies on high quality scottish wheat to produce whisky , thus potentially affected by uncontrollable weather
• Government's attitude towards heavy tax on alcohol

]]> 2019-10-27 20:50:36 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/403079263 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/408791557

Maintain the quality of their product 

High customer retention 

Better brand recognition 

Create wider range of products

]]> 2019-11-08 18:05:38 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/408791557 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/408792555 Supplier power

• High bargaining power due to the extremely inelastic demand for high quality scottish grain
• Cost of changing is huge for Dalmore. It is critical to have a reliable supplier for the whiskies produced each year.
• The supply is unique as it has to be the wheat produced in Scotland 
• limited amount of suppliers 
• The dalmore owns a grand collection of varieties of casks. Thus, cask suppliers do have little negotiating power.

]]> 2019-11-08 18:07:31 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/408792555 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/408803951 Buyer power

• The demand for high quality whiskies  is higher than the supply
• Dalmore's customers are not very sensitive to price 
• No switching cost
• A relatively high difference between competitors 
• Ability to substitute is high 
• Size to each order is small

]]> 2019-11-08 18:27:12 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/408803951 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/408822409 Threats of New Entry

• Face a minimal threat by the new entrants as dalmore have its distinctive method of distilling whisky
• Dalmore's experience in crafting whisky cannot be easily challenged by the new entrants
• Entry barriers are high as the whisky requires years of ageing to be able to sell on the market

]]> 2019-11-08 18:57:10 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/408822409 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409008838 Threats of Substitution 

• Dalmore operates in a market of homogenous products 
• For the other brands competing dalmore in their price range, each upholds different flavour. Therefore, when it comes to consumers purchasing a bottle of scotch, they shift their preferences only by the significance of the taste of one specific distillery, and are not too sensitive about the price of the Soctch

]]> 2019-11-09 14:48:42 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409008838 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409009659 Competitive Rivalry 

• The whisky industry is well segmented in to Scotch, bourbon, and Japanese whisky. Therefore, when it comes to scotch, famous distilleries have hundred of years of history, and the precious inheritance of craftsmanship illustrates that there is only a limited amount of businesses in the market, which reduces rivalry
• Scotch whiskies are well differentiated by the content of their product, each brand do produce the whisky in different ways to give it different flavour
• Premium whisky is a Veblen good,  competition causes by aggressive pricing is very unlikely
• The other distilleries demands the same premium scottish barley, and might offer higher price when there is shortage in annual production
• Rivals are highly committed in the business
• Exit barriers are high

]]> 2019-11-09 14:55:10 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409009659 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409013224

This market for premium whisky is well segmented 

The price per bottle fluctuates according to the demand and annual production

The industry can be seriously affected by government policy 

Not sold in grocery stores like waitrose 

Target customers are middle aged men

]]> 2019-11-09 15:19:45 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409013224 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409034507

In 2018, the export value of Scotch Whisky grew +7.8% by value, to a record £4.70bn. The number of 70cl bottles exported also reached record levels growing to the equivalent of 1.28bn, up +3.6%.

Scotch Whisky accounts for 70% of Scottish food and drink exports, 21% of all UK food and drink exports, and 1.3% of all UK exports

41 bottles (70cl @40% ABV) of Scotch Whisky are shipped from Scotland to 175 markets around the world each second, totalling over 1.28bn every year

More than 10,000 people are directly employed in the Scotch Whisky industry in Scotland and over 40,000 jobs across the UK are supported by the industry

]]> 2019-11-09 17:51:04 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409034507 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409036502

“Reform of alcohol duty has been a long term goal of the Scotch Whisky industry and is our number one ask of all political parties in the General Election

]]> 2019-11-09 18:05:32 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409036502 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409037187

Scotch Whisky Association (SWA) regards sustainability as one of its priorities. The industry works collectively through its environmental strategy, launched in 2009, which includes a number of voluntary targets, for example on the use of non-fossil fuels. It was refreshed in 2016 and is currently under review to ensure it can continue to shape the industry’s sustainability ambitions.

]]> 2019-11-09 18:10:15 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409037187 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409038043

A 25% tariff has today been implemented on US imports of Single Malt Scotch Whisky and Liqueurs.  This is very bad news for our industry.  It means that Scotch Whisky is now paying for over 60% of the UK’s tariff bill

]]> 2019-11-09 18:16:07 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409038043 xlt17jayce https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409038503

• Scotch Whisky Association have members of all the distilleries across the UK
• However, comparing these products, each give a very distinctive note and texture to it. This highly differentiated products is the fundamental which lessen the effect of competition.
• The high-end scotch market is segmented into five regions include highland, islay, speyside and lowland. As well as a special region called Campbeltown, and the distilleries there are closed.  Different brands are competing whiskies from the same region. As for dalmore, they face very little competition in their price range strong for smooth highland scotch.

]]> 2019-11-09 18:19:05 UTC https://padlet.com/xlt17jayce/b0qv3lsqp3my/wish/409038503