Adelaide Hills Distillery презентация

Country of Choice
SINGAPORE
Geographic location
Status of a global hub
Large number of tourists
Popular and well-accepted alcohol-drinking culture
Westernised-Asian nation

Opportunities & Potential for Sales
Large bar scene means a wider range of bars
Australian brand from Adelaide: Seen as exclusive, considered a speciality and not commonly found outside the state
Free Trade Agreements and long-standing relationship between Australia and Singapore

Challenges:
Taxation:
According to Singapore Customs, all liquor imports will face an an excise duty.
Total excise duty = Total quantity in litres x Excise duty per litre of alcohol x % of alcoholic strength (Customs.gov.sg, 2017).
The fee levied at spirits is S$88/Litre (Customs.gov.sg, 2017)

Modifications:
Pricing Strategy:
Due to competition and the environment, repricing the product for the Singapore market is key.
Domestic Competition: Currently Hendricks Gin sells for $68.95AUD domestically. Whereas 78 Degrees gin, sells for $80AUD.
Foreign Competition: Hendricks Gin in Singapore sells to an upwards of S$108 or around $100AUD.
Environment: High duty accounts for the increase in price. As noted by the USDA however, “demand for these products is fairly inelastic. As such, consumption is not expected to decline as a result of the higher prices” (U.S Department of Agriculture, 2014).

Recommendations:
Labelling: In accordance with Singapore standards, the amount shown on the bottle should be changed to centileters. I.E: 70 CL
Corporator : To find a corporator in Singapore help sell ( high end club, etc.)
Competition : There are only a small amount of companies that are direct competitors due to AHD’s niche target market and production
Promote : use social media, find a famous spokesperson in Singapore to present our premium brand, push-pull strategy: For a new brand, use push first to hold a high-end Party invite important people come to taste and then use push do the promote let people come to buy.

Recommendations
Price: According to high GDP and power of consumption in Singapore and also high tax can put the price a bit higher( 150-200) to do just premium people with high profit margin
People: more businessmen in singapore - which is our target crowd
Package and size： keep standarlization as want people remebered me if they have drink our product in other contry.

Reference List
Anon, (2017). [image] Available at: http://www.publicdomainpictures.net/view-image.php?image=138969&picture=raffles-hotel-singapore [Accessed 15 Oct. 2017].
Customs.gov.sg. (2017). Excise Factory Scheme. [online] Available at: https://www.customs.gov.sg/businesses/customs-schemes-licences-framework/excise-factory-scheme [Accessed 15 Oct. 2017].
Danmurphys.com.au. (2017). Buy Wine, Champagne, Beer & Spirits Online | Dan Murphy's. [online] Available at: https://www.danmurphys.com.au [Accessed 15 Oct. 2017].
Department of Foreign Affairs and Trade. 2017. Background of the Singapore-Australia Free Trade Agreement - Department of Foreign Affairs and Trade . [ONLINE] Available at: http://dfat.gov.au/trade/agreements/safta/Pages/background-of-the-singapore-australia-free-trade-agreement.aspx. [Accessed 16 October 2017].
Gin Foundry. 2017. Hendrick's Gin reviewed on Gin Foundry. [ONLINE] Available at: http://www.ginfoundry.com/gin/hendricks-gin/. [Accessed 15 October 2017].
Hotels.com, (2017), Boat Quay Singapore [ONLINE]. Available at: http://www.singapore-guide.com/nightlife/boat-quay.htm [Accessed 2 October 2017].