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The only advertising that is currently undertaken is in the from of a promotional leaflet/flyer, inserted into the colour supplement of Sunday papers such as The Sunday Times, The Sunday telegraph, The Observer and The Mail on Sunday. Apart from this, all promotion is usually POS (Point of Sale) based, either at the Distillery shop or a retail outlet.
目前进行的是唯一的广告中的宣传单张/传单，如星期日泰晤士报“，”星期日电讯报“，”观察家报和星期日邮报周日报纸的彩色增刊插入的。除此之外，所有的推广通常是POS（销售点）的基础，无论是在酒厂商店或零售店。
Distribution & Sales:
分销及销售：
Around 15% of the sale of whisky is though the Visitor Shop, attached to the distillery. In addition to the full range of whiskies, the shop stocks a range of associated and “Scottish” products e.g. Crystal whisky tumblers made by Waterford, Wedgwood and tartan scarves hats. The bulk of whisky sales (around 75%) are through selected “up market “ city retail outlet in Glasgow, Edinburgh, Manchester, York, Chester, Stratford-upon-Avon, Oxford, London and at “Duty Free” outlets at major UK airports. The remaining 10% are via mail order, directly to the customer from the distillery.
通过游客中心，威士忌的销售大概15％左右。除了全方位的威士忌，店铺相关的一系列的和“苏格兰”的产品，如股票水晶威士忌的酒杯由沃特福德，韦奇伍德和格子呢围巾帽子。威士忌销售的大部分（约75％）是通过选择“在英国的主要市场”的城市格拉斯哥，爱丁堡，曼彻斯特，约克，切斯特，埃文河畔斯特拉特福，牛津大学，伦敦零售店和“免税”网点机场。余下的10％是通过邮购，从酒厂直接给客户。
Task:
任务：
As your company’s European specialists, you have been asked to prepare a report detailing the environment of the four markets, comparing their potential attractiveness for your product. After having selected one market, you should propose a market entry strategy.
作为贵公司的欧洲专家，您已被要求准备一份报告，详细介绍了四个市场环境，为您的产品比较其潜在的吸引力。选择一个市场后，你应该提出的市场进入战略。
REPORT STRUCTURE:
报告结构
http://www.51fabiao.org/yglw/
Part A: Market Environment Study:
A部分：市场环境分析
This will involve a study of the various environments of the four markets under consideration. Whilst the criteria you use are up to you, you should consider issues such as existing sales of malt whisky, population, competitors, economic environment, distribution systems, taxation & excise duties etc.
这将涉及四个市场正在考虑的各种环境的研究。虽然使用的标准是你，你应该考虑的问题，如现有的销售麦芽威士忌，人口，竞争对手，经济环境，配电系统，税收和消费税等。
Part B: Comparative Market Attractiveness Analysis:
B部分：比较市场吸引力分析
• Based on the information you find in (A) above, you should undertake a comparative market attractiveness, in order to identify the most attractive market, and explain in detail the reasons for your choice.
基于你发现在上述（A）的信息，你应该进行比较的市场吸引力，以确定最具吸引力的市场，并在细节供你选择的原因解释。
• You should focus on a weighted comparison, rather than simply re-stating the facts presented in part A.
您应该重点加权比较，而不是A部分简单地重新陈述事实。
Part C: Proposed Market Entry Mode Strategy:
C部分：建议市场进入模式战略：
Based on the information you present in (B) above, you should outline the most appropriate means of market entry mode for this market.
根据您出示上述（B）的信息，你应该勾勒出最适当的方式进入市场的模式，这个市场。
Presentation:
介绍：
You should present your findings in the form of management report, not exceeding a total of 5,000 words, excluding references.
你应该在管理报告的形式提出你的发现，总数不超过5000字，不包括参考文献。
Examples:
举例：
Where appropriate, you must remember to include examples of real industries/sectors
在适当的情况下，你必须记住，包括真正的行业/部门的例子。
Referencing:
引用：
Where appropriate, you must remember to reference your work properly, particularly when sourcing data. All reference should be collected alphabetically, and presented at the end of the report –see Appendix. If in doubt, speak to me.
在适当的情况下，你必须记得参照你的正常工作，特别是在采购数据时。应收集所有参考按字母顺序排列，并在年底的报告见附录。如有疑问，请告诉我。
Marking scheme:
评分标准
Ensure that you present your in three parts:
确保你提出三个部分：http://www.ukassignment.org/ygkczy/
• Part A (Market Environment Study) is worth 40% of the total mark,
• A部分（市场环境研究）的总商标价值的40％，
• Part B (Comparative Market Attractiveness Analysis)is worth 40%
• B部分（比较市场吸引力分析）价值40％
• Part C (Proposed Market Entry Strategy) is worth 10%
• C部分（建议市场进入战略）是值得10％
• There is 10% allocated for referencing presentation etc.
• 有10％分配给引用演示文稿等
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