Market Entry strategy of Interbev UK Ltd. Into the markets of Singapore and Malaysia

Shetty, Kunal (2012) Market Entry strategy of Interbev UK Ltd. Into the markets of Singapore and Malaysia. [Dissertation (University of Nottingham only)] (Unpublished)

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With a constant GDP rise in both Singapore and Malaysia the markets in these countries provide

immense potential for foreign businesses. The idea of this report is to formulate an internationalization

strategy for Interbev UK Ltd, a international beverage trading company in to the markets of Malaysia

and Singapore. Interbev wants to enter the market via export and start dealing with the local

distributors as an initial step towards being established in the region.

The report examines various factors that are vital for Interbev to consider before entering these

markets. It includes literature works on aspects such as selecting the mode of entry, exporting, market

segmentation, targeting, positioning and country of origin effect. The dissertation poses two major

questions i.e. segmenting the markets of Singapore and Malaysia & feasibility of exporting as a mode of

entry. With the help of primary research (interviews, discussion and shelving observations) and

secondary data (Government websites, Passport GMID and EuroMonitor reports) it attempts to answer

the two major questions.

The methodology involves personal visits to probable distributors, bars and retail in both the countries.

The data analysis section interprets the data and puts into perspective the key factors to be considered

whilst entering the two countries with current limitations present. Finally the report provides both short

and long term recommendations for Interbev to enter the markets effectively

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Jan 2013 09:18
Last Modified: 12 Oct 2016 00:52

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