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SALFORD BUSINESS SCHOOL
索尔福德商业学院
2009/10
RESIT ASSESSMENT
补考评估
CRN: 24048
MODULE TITLE: International Business Environment
课程名称：国际商务环境
MODULE CO-ORDINATOR: R.M.U Susantha Udagedara
课程合作人：R.M.U Susantha Udagedara
SUBMISSION DATE: 4pm, Friday 17th August 2010
提交日期：2010年8月17日，周五，4PM
PLEASE SUBMIT YOUR COURSEWORK IN THE DROP BOX OUTSIDE THE POSTGRADUATE OFFICE, ROOM 225 MAXWELL BUILDING.
请将你的作业提交到麦克斯韦大楼225房间研究生办公室外的投件箱。
IF YOU ARE UNABLE TO COME TO THE SCHOOL DIRECTLY TO SUBMIT YOUR RESIT ASSESSMENT, PLEASE POST TO THE FOLLOWING ADDRESS:
如果您无法前来与学校直接提交您的补考评估，请邮寄到以下地址：
POSTGRADUATE OFFICE
ROOM 225, MAXWELL BUILDING
SALFORD BUSINESS SCHOOL
THE UNIVERSITY OF SALFORD
SALFORD
MANCHESTER
M5 4WT
研究生办公室
马克斯韦尔大厦225室
索尔福德商学院
索尔福德大学
索尔福德 曼彻斯特 M54WT
Salford Business School,
University of Salford
索尔福德大学，索尔福德商学院
http://www.ukassignment.org/dxygassignment/
Tutor: R.M.U.Susantha Udagedara
ASSIGNMENT/COURSEWORK
作业/课程作业
Acedemic Year:2009/2010
Re-sit Assignment
补考作业
Assignment Issued: 20th July 2010
作业公布日期：2010年7月20日
To be submitted to Postgraduate Office: No later than : 4pm, Friday 17th August 2010
提交到研究室办公室：不能晚于2010年8月17日，周五，4PM
Word Limit: 5000 words
字数限制：5000字
1. Background :
背景
You work for an international market research company that has just won a contract for a comparative market attractiveness study of various overseas markets; the client, The Olde Distilleries is a small independent Scotch whisky distillery, based in Dumfrieshire South-west Scotland. As a consequence of the stagnant/declining UK market, the company has decided to investigate the sales potential overseas. You have been chosen to carry out the first stage (secondary data) of a comprehensive research programme; it is expected that your research will identify one market that can subsequently be explored in greater depth through primary research.
你供职于国际市场研究公司，刚刚签署了一个合同，关于各种海外市场比较研究市场的吸引力。奥尔德酒厂是一个小的独立的苏格兰威士忌酿酒厂，基于在苏格兰西南部的Dumfrieshire。作为停滞/衰退英国市场的结果，该公司已决定调查海外的销售潜力。您已选择开展的综合研究计划的第一阶段（辅助数据），它是你的研究将确定市场随后可以进行更深入的探讨，通过初步研究。
Whilst the company is committed to developing overseas operations, they have no experience of operating outside the UK at present, and are worried about the increased level of risk that such expansion might involve. The management have, therefore, stipulated that initially they will concentrate their efforts only on those markets that are geographically close, and which operate under similar trading regulations, i.e. within the European Union. Consequently they have identified the following as those markets you should examine in detail:
虽然该公司正致力于发展海外业务，目前他们对英国以外的工作没有经验，并担心这种扩张可能涉及的风险水平的提高。因此，管理层已规定，最初他们将集中精力搞只有在这些市场上，地缘相近，在类似的交易规则，即在欧盟内。因此，他们已经确定了以下这些市场，你应该详细研究：
Current Marketing Summary
目前营销摘要
Product and Positioning / Segmentation:
产品和定位/分割
The client produces a range of six single malt whiskies, each matured in oak for between five to fifteen years. The whiskies each have a distinctive taste/ flavour, and tend to appeal to different market segments : for example, the strong” peaty” flavour of Torhousemuir Tawny is generally more popular amongst an older target market, whilst Monreith Malt tends to be younger drinkers, in the 18-30 age group.
客户端产生一系列的六个单一麦芽威士忌，每个橡木桶五到十五年之间。而Monreith麦芽威士忌有一个独特的味道/风味，往往以吸引不同的细分市场，例如：强烈的“泥炭”的味道的Torhousemuir黄褐色一般比较旧的目标市场深受往往是年轻的饮酒者，在18-30岁年龄组。
Price:
价格
As the company has no control over the profit margins made by individual retailers, the prices vary, depending on the age type (“flavour”) of the whisky, and the method of distribution. Some retailers insist on a much higher ‘mark-up’ than others. The easiest pricing comparative is based on the mail order price charged by the distillery: at these prices the cheapest, Aulde Lang Syne, retails at £25.00 for a litre bottle, whilst the most expensive, Auchland Moor sells at ₤70.00 per litre:
由于公司无法控制个别零售商的利润空间，价格有所不同，根据年龄类型（“味道”）的威士忌，以及分配的方法。有些零售商坚持高得多的'标记的比别人。最简单的定价比较酒厂收取邮购价格：按这些价格最便宜的，Aulde地久天长，零售价为£25.00一升的瓶子，而最昂贵的，Auchland Moor每升售价70.00英镑：
The level of profit to the distillery varies, again depending on the whisky and the means of distribution. The highest profit levels are generally obtained on the more expensive varieties, and on the those that are distributed through the mail order market, as this cuts out the retail level and allows profit levels of up to 70% per bottle . By contrast, going through an independent retail outlet can reduce the profit level to the distillery to around 30% per bottle.
到酒厂的利润水平，又取决于威士忌和分布方式而有所不同。更昂贵的品种一般都获得最高的利润水平，而那些通过邮购市场分布，这削减了在零售层面上，允许每瓶高达70％的利润水平。相反，通过一个独立的零售店的利润水平，每瓶酒可以降低至30％左右。
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