Exploring Kyrö Gin's Market Entry into Australia

Abstract

This thesis explores the potential of Kyrö Distillery Company to enter the gin industry in Australia and identifies the most appropriate market entry strategy. The research focuses on the appeal of the Australian market for Kyrö Gin, the best method of entry, and the potential success of a small craft distillery like Kyrö in Australia. The study relies on secondary data, including information from government websites, professional research and studies, company websites, and articles. The thesis utilizes various analytical frameworks, such as PESTEL Analysis, Porter's Five Forces, SWOT Analysis, Marketing Mix, STP Model, Risk Management, and Porter's Four Corners Model, to comprehend the market and strategic positioning. The study presents an overview of the alcohol industry in Australia, a comprehensive analysis of the business environment, and a thorough examination of the gin market, including consumer behavior and market trends. The thesis concludes by synthesizing the findings, pointing out the limitations and providing recommendations for Kyrö's strategic approach to entering the Australian market