Action Plan Format

Project background

Russian's Standard Vodka was actually launched in 1998 by Roust Holdings, a company that was driven by its pride as a Russian company as well as an unusually high level of quality orientation. Roustam Tariko, founder and the main owner of Roust Holdings, his ambition in launching the Russian Standard Brand was based on the need he saw to set a new standard of world-class quality for a new breed of global Russian brands. In so doing, it was obvious that no better product was more or better suited to achieve this goal than Vodka, one that was born in Russia and strongly associated with the country.

Currently, it's clear to see that the ambitious goals of Roustam Tariko have been surpassed, as achieved mainly in 2002. The Russian Standard Brand now outsells other brands like Absolut Blue ($12), Finlandia ($8), and Stoli ($8), whilst the Russian Standard brand itself is being sold for ($13) in Russian Airport duty free shops. In essence, it is currently achieving the number one position in the premium segment with a market share of 27%. And most of these high sales is attributed to the fact that people see it as unmistakably Russian perceive reliability safe in the knowledge of where it is from.

Due to the rapid success in its own soil, management consequently decided to make the Russian Standard the number one Russian Vodka in the world, and in achieving this set goal, it launched the brand in 10 European countries including the UK, Greece, Italy and Hungary, with barely any or very little adaptation to the product or marketing mix.

Projects objective

The project objective is a crucial aspect for making the business and export marketing plan that goes further to include the other aspects of the implementation of the company's strategies as it relates to HRM, business ethics, marketing & communications and finance i.e. business case. It consists of the country analysis for the business, the chosen export mode to carry out the export marketing plan for entry into the new Western European country that we are trying to achieve and help frame the project.

At the end of the project we will be able to determine whether everything expected in the project objective have been achieved.

The objective that we have chosen for our marketing analysis is:

Persuasion

We will choose the most suitable country out of three Western European countries for entry by Vodka's Standard company and through a total and in-depth analysis of the chosen country and Vodka's Standard Brand company, we will persuade them i.e. the board of directors of Vodka's Standard company with our business plan and implementation/export plan on the best possible way to enter into the existing market in the country chosen thereby extending Vodka's Standard market that will in turn generate more profit for the company as well as gain a sustainable foothold in the market to be entered.

Project delineation

For the purpose of this project it is important that the rapport is objective, factual and is based on the collection of accurate field data. Measures have also been taken to support this undertaking. All project members have been assigned topics/tasks which for the next 5/6 weeks they are obliged to fulfill.

A better explanation on issues or things that we as a project group are allowed or prohibited from can be found in the Initial Paper, in the Rules and Regulations.

Also, based on the scope of analysis to be covered on the country and the Vodka's Brand Standard, it might be difficult to find all the information needed on both of our research subjects. We will try to get most of our information from the company site and internet in general on the country analysis, as well as the uses of books that contain relevant information for the export marketing plan and business case.

Project results

Basically, the final result to be delivered is the country analysis, a business plan for Vodka's Brand called Standard to enter into one of the Western European or South American countries, an implementation plan and business case for Vodka's Standard Brand entry into the chosen market and a presentation of the country analysis, implementation plan and Business case. In order to achieve the desired results, the group will use the said analysis as made known in the project objective.

The business and implementation plan will be written mostly in English language with the use of terminologies related to international business. The purpose of this is to