SWOT ANALYSIS OF

POSSIBLE TARGET
MARKETS
 Table of Contents
Introduction & Executive Summary....................................................................................................4

Data Collection Method..........................................................................................................................5

Research Objectives................................................................................................................................6

Analysis of Austria................................................................................................................................10
Market Infrastructure...........................................................................................................................12
Market Forces.......................................................................................................................................13
Product-Specific Data...........................................................................................................................15
Competitive Environment.....................................................................................................................16
SWOT Analysis of Austria......................................................................................................................18
Strengths...............................................................................................................................................19
Weaknesses..........................................................................................................................................20
Opportunities........................................................................................................................................21
Threats..................................................................................................................................................22

Analysis of Australia..............................................................................................................................23
Political, Legal, and Economic Data......................................................................................................24

Sociocultural & Technological …………………………………………………………………………………………………………26

Market Infrastructure...........................................................................................................................28
Market Forces.......................................................................................................................................30
Product-Specific Data...........................................................................................................................33
Competitive Environment.....................................................................................................................34
SWOT Analysis of Australia...................................................................................................................35
Strengths...............................................................................................................................................36
Weaknesses..........................................................................................................................................37
Opportunities........................................................................................................................................38
Threats..................................................................................................................................................39

Conclusion............................................................................................................................................40

Bibliography..........................................................................................................................................41
 Introduction & Executive summary

Goal Statement:

The goal of Pearl Vodka is to provide customers a better and good experience every single time they
try the product. The product is based on customer oriented service and delivers the best flavoured
teste from the drink and also has thoughts on corporate working such as:

1. Great working environment and a safest manufacturing plant.

2. Provide great customer service executives who fulfils all the requirements of every customer
3. Provide sufficient funds and investment directions in an appropriate manner.

These points helped product and company to reach to high levels.

Company Objective:

Pearl Vodka’s objective is not only to deliver great test of vodka but also create a good professional
and corporate office environment which encourages people to work in the industry more
confidently. Company have enough funds which opened multiple franchises at different locations at
the same time of launch which made a huge impact on the market at every place. The expansion of
product helped Pearl Vodka to get a good growth in the market place. By doing this company got
many benefits such as:

1. Increase clients around the places which brought more and more profit and made a strong
financial structure of the company
2. Increase in sales and revenue generation.
3. Started making profit within a year of launch

Growth highlights:

Over the years Pearl Vodka has grown from a limited number of available places to various number
of places with an increase in revenue per month of 15%. In 2020 Pearl Vodka made a huge profit at
15000 CA$ and 75% of the profit was brought from its new strategy of Online delivery of Vodka.

Products:

Pearl Vodka provides wide range of products available in different packaging fulfilling customer
needs.
 DATA COLLECTION METHOD
The information was gathered through sales and
accounting records, as well as baseline comparisons of
trends, expenses, and target customers.

The following is a list of all team members' work:-

A group meeting was held to discuss the layout of the

report and to gather data from various sources.

Vaibhav & Hetav: - Worked on the Austrian country

study, collecting research data and doing a SWOT
analysis. Examine the report.
Ayush and Ranjeet: - Worked on a nation study of
Australia, collecting research material and doing a
SWOT analysis of the country. Complete, evaluate, and
consolidate the report.
Finally, we conducted a SWOT analysis and identified
the two best prospective markets for exporting our
goods based on all economic, political, legal, product-
related, and other market variables.
 Research Objectives

Political:
To get an understanding of the country's authority and 
responsibilities.
To see whether there are any new agreements on 
Export-import policies.

Legal:
To come up with new tariff agreements.
To have a look at the tax policies.

Economic:
To assess the state of the economy.
The goal is to determine the key economic
characteristics of a few locations.

Market Infrastructure:
To assess the availability of transportation, technology,
and distribution channels in the market.
To observe the payment system in a methodical
Manner.
Market Forces:
Prices rising and falling due to supply and demand are 
examples of market forces.To observe market guesses 
and expectations.

Product-specific data:
To assess the product's unique market requirements.
To determine the amount of consumption of a specific 
product in a given market.

Competitive Environment:
In order to see the available rivals in the market, you m
ust first look at the competitive environment.
To determine if a substitute product is available on the 
market.

Sociocultural & Technological Environment:

Although Austria is not recognised for its drinking
culture, there is much to explore. Purchasing alcohol is
controlled at the regional level; there are two distinct
age restrictions, 16 or 18 years, which vary depending
on the location and amount of alcohol content. It is
illegal for anybody under the age of 18 to consume
distilled drinks. Drinks containing more than 12% or
14% alcohol are prohibited in Carinthia and Styria for
anyone under the age of 18. Excessive consumption is
illegal in Upper Austria. People consume alcohol at
pubs, restaurants, and clubs, among other places.
Austrians use 12.5 litres of alcohol per capita. Every
year, this equates to 1.1 litres higher than the EU
average. Excessive alcohol use is also detrimental to a
person's health. Furthermore, the alcohol business is
attempting to reduce the harm caused by its goods
across the whole manufacturing chain, particularly in
terms of product design and marketing.

The Austrian research funding agencies are the

Austrian research funding Agency, Austria Wirts chafts
service on behalf of the federal government that
focuses on funding applied in industrial research, and
Austria Wirts chafts service on behalf of the federal
government that focuses on funding applied in
industrial research. The Austrian vodka market size,
growth, and forecast is a high-level market analysis.
The technology allows toa to know how much vodka is
sold and distributed among the people and provides
the relevant info based on people's interests. It also
improves market understanding in order to adjust
strategic and tactical plans based on volume and value
changes, as well as brand dynamics. The United States
Department of State's investment climate statements
for business include Austrian information provided by
economic officers. Austria has a secure and appealing
environment for foreign investors, including a well-
developed market economy that welcomes FDI. The
items at issue in this dispute are all distilled spirits
coming under Harmonized System category 22.08.
(HS).
 Analysis of Austria
Austria has the world's 30th biggest export economy and the 10th m
ost complicated economy (ECI). In 2017, Austria exported $148 billio
n and imported $162 billion, resulting in a $14.1 billion trade deficit. 
Austria's GDP was $416 billion dollars in 2017, with a per capita GDP 
of $52.4 thousand dollars. Austria imported $162 billion in 2017, mak
ing it the world's 26th highest importer. Cars, which account for 6.18 
percent of Austria's total imports, are followed by Vehicle Parts,whic
h account for 2.94 percent.
Switzerland, the Czech Republic, Germany, Hungary, Italy, Slovakia,
and Slovenia all share borders with Austria.
Canada and Austria share many common interests and similar
perspectives on global issues and challenges. Austria is an important
multilateral partner for Canada, and the two countries work together
on a range of issues, particularly human rights and the rule of law.
The Embassy of Canada to Austria in Vienna represents Canada’s
interests in the country. The Austrian Embassy in Ottawa represents
the country in Canada. Trade and investment relations are strong
between the two countries.
People-to-people ties are underpinned in particular through
academic and youth exchanges. Austria’s membership in the
European Union and its close ties within central and southeast
Europe make it a valuable interlocutor for Canada on a wide range of
issues in the region.
The Comprehensive Economic and Trade Deal (CETA) between
Canada and the European Union (EU) is a progressive trade
agreement that respects and promotes the principles that Canada
and the EU share. This historic deal was reached on October 30,
2016, and took effect on September 21, 2017.
 Market Infrastructure
For sales to Austria, a wide range of distribution channels are 
available, ranging from traditional import commerce to direct 
industrial imports. There is also a great infrastructure to fulfil 
all of your transportation demands.
For importing products into Austria, the following 
distribution channels are available:
 Wholesalers Direct import by retailers 
 Cooperative purchasing associations
 Traditional import trade
 Direct industry imports 
 Own branch businesses Distribution through 
commercial agents

The electronic-payment EPS (for 'Electronic Payment Standar
d') has been around for a while and is well formed. It is based 
on an immediate messaging change between the customer a
nd the vendor.
 MARKET FORCES

Austria's marketoriented economic policies benefit eig
ht million customers, and few limitations are presently 
in place. The variety of items available has resulted in 
fierce rivalry in the Austrian market.

The supplyside study of industries that have impacted Austria
n price trends since autumn 2007 clearly implies a lack of co
mpetitors in the various industries in the future. Improving so
urces, monitoring competitors using economical data, giving 
strength to the competition authority, changing rules to
allow market entrance and boost competition, and enhancing
pricing transparency are all necessary measures to improve
competition.

Customers with high expectations result from free com
petition. Quality, presentation, pricing, and image are a
ll carefully evaluated. Punctual, precise delivery is 
required, as are seamless replacements and service
supply.
Austria is one of the top 15 UN nations in terms of stan
dard of living. In general, technical requirements and
quality demands are high in the Austrian market.
In Austria, there are several market research firms and 
marketing consultants. These firms perform specialised 
research for customers, conduct marketspecific focus g
roups on a regular basis, and produce market trend 
reports.

For sales to Austria, a wide range of distribution chann
els are available, ranging from traditional import comm
erce to direct industrial imports.
 Product-Specific Data
Austria relates to European packaging directives, 
import rules, and customs charges. Regulations of the
Europe and Union are generally fairly permissive.
The EU has a plethora of product labels, including EU a
nd national labels, required and optional labels, enviro
nmental, energy, food, and cosmetic labels, and so on. 
When products are imported into the EU, they must m
eet certain labelling standards.Labels must, as a
general rule, be in the official language(s) of the nation
where the product is marketed, which in this case is
German. Labelling in several languages is permitted
across the EU. Controlling Imports:
Authorities and Regulations:
 Regulations of the European Union.
 BMLFUW (Federal Ministry of Agriculture,
Forestry, Environment, and Water Management)
 Economic Chambers, Food Labelling
Austrians are prone to binge drinking. According to
previous data, Austrians consume 1.1 litres more
alcohol than the EU average, which equates to 12.2
litres of alcohol per person per year. They are also the
second greatest per capita alcohol consumers in
Europe.
 Competitive Environment
Austria imports 171 million dollars of hard liquor each
year, accounting for 0.56 percent of total global
imports. Only 183K of this total is imported from
Canada, accounting for 0.11 percent of Austrian
consumption. Germany is the largest supplier of liquor
to Austria, followed by the United Kingdom and
France.

Bacardi-Martini In terms of volume, Austria

successfully defended its dominance in spirits in 2018.
The business dominated most alcohol categories,
including the key vodka and rum divisions.

IMPORTED BRANDS DOMINATE

In contrast to beer and wine, international brands

dominated spirits in Austria in 2018 and continued to
beat domestic brands. Domestic brands of black rum
and bitters, in particular, have continued to lose
market share to international ones.
FLOOD OF NEW GIN BRANDS CONTINUES

Gin remained a key area in terms of new product

introductions in 2018, as several producers attempted
to position themselves to capitalise from further
expansion. Several players produced pink gin versions,
which, with their pink colour and fruity touch, primarily
target a female audience.
SWOT ANALYSIS
OF AUSTRIA
 STRENGTH
 Because production costs would be lower in
Canada and Austria, we will be able to offer our
product at a reduced price and access the whole
market.
 Our seasoned foreign talent is our greatest asset.
 A solid foundation in the Canadian market.
 Our product's one-of-a-kindness.
 Weakness
 Almost every Canadian company's reliance on the
American economy is a source of vulnerability.
 Transportation costs.
 Deliver supplies on schedule since water takes
time.
 Differences in culture.
 Difficult entrance for providers from outside the
European Union.
 Opportunities
 Austria is a significant economic location in the
heart of Europe and an appealing destination for
businesses and professionals from all over the
world.
 Austria is a stable business location with a secure
foundation, with a thriving research and
development sector and a good standard of living.
 In 2020, revenue in the Whisky sector is expected
to be US$153 million. The market is anticipated to
increase by 5.8 percent each year (CAGR 2020-
2023).
 Threats
 As of 2017, Austria has a negative trade balance in
net imports of $14.1 billion. In comparison to
1995, when they still maintained a negative trade
balance of $12.5 billion in net imports.
 Strong competition in the liquor (especially Vodka)
industry, as well as limited demand for Canadian
products.
 Many established competitors are already
available.
Analysis of
Australia
 Political Environment, Legal &
Economic Environment
Prime Minister Scott Morrison was re-elected in 2019
and created a majority government with his
Liberal/National combination, which received 77 seats
in parliament (50.3 percent). Despite the fact that the
Liberal Party received excellent results, its popularity
has been declining in recent elections. Morrison's
administration prioritised income tax cuts in 2019,
while Labour - which has 49.64 percent of parliament
seats - focused on adopting new environment and
economic policies.
That shift in discourse was primarily caused by the
country's bushfires, as well as the populace's
dissatisfaction and criticism of the government's
reaction.
Australia's legal system is made up of several layers of
codified and unmodified legislation. These include the
Australian Constitution, laws passed by the Federal
Parliament and the parliaments of Australia's states
and territory, rules published by the Executive, and
Australian common law derived from judicial decisions.
The Australian Constitution is the legal basis of the
Commonwealth of Australia, outlining a federal form of
government that divides authority between the federal
government and the states and territories, each of
which is a distinct jurisdiction with its own system of
courts and legislatures.
Australia's economy is
 the world's 13th biggest
 it has been rated AAA by all three global rating
agencies
 over the next five years, average annual real GDP
growth is expected to be 2.9 percent, the highest
among major industrialised nations.

 E stands for Expected

 Sociocultural & Technological

Every country's vodka trends are evolving. People

nowadays choose flavoured vodkas such as lemon,
orange, and green apple. Furthermore, some people
like branded vodka. The revenue of vodka is estimated
to be 350 US dollars in 2020, and it fluctuates year
after year. In 2021, the average volume per person
segment in vodka will be 0.24L. Vodka-dominant
regions include Melbourne, Brisbane, Perth, Canberra,
and many others. In Australia, numerous social and
cultural events involve the use of vodka or other
alcoholic beverages. Harmful levels of consumption are
a serious public health concern, increasing the risk of
chronic disease, injury, and early death. From 2014 to
2019, the vodka business generated $12.5 billion in
revenue. All national, state, and territory governments
in Australia use policy efforts in each of these areas.
Theoretical assumptions for alcohol price and taxes are
that raising the cost of alcohol. Vodka can impair
problem-solving abilities, judgement, focus, response
speeds, and coordination at work.
At the federal level, the government is reducing the
associated alcohol damage by imposing increased
tariffs on alcohol and tightening regulations on alcohol
advertising. The National Research Centre applauds
Australia's medicine and research commitment. They
just announced $268 million in financing. Drinking and
driving research should be sponsored solely by sources
that are not influenced by commercial or other vested
interests. The alcohol industry has the ability and duty
to reduce the harm caused by its products at all levels
of the manufacturing process, particularly in terms of
product design. Because the logo and design of a
product might be stolen by another firm, it is
important to copyright the company's logo and brand
name.
 Market Infrastructure
Distribution routes in China are less industrial sector-
focused than those in the US. Australian distributors
are frequently willing to investigate new industrial
channels and product uses. Australia's distribution and
sales channels are, for the most part, comparable to
those of other developed nations. Importers,
distributors, agents, wholesalers, and manufacturers'
representatives are frequently used by US exporters.
Foreign firms can also sell straight to end consumers.

The tourist business has been revolutionised by online

technology and corporate mergers, with an increasing
degree of crossover in the responsibilities and activities
of various sectors of the distribution chain. To reach
their target customers, businesses use a variety of
distribution partners.

In Australia, the following high-value payment systems

are in use: Society for Worldwide Interbank Financial
Telecommunication Payment Delivery System (SWIFT
PDS) Clearing House Electronic Subregister System
(CHESS): The Australian Securities Exchange created
CHESS, an automated share transfer and settlement
system.
 Market forces
The Australian government's inflation objective is to
manage annual consumer price inflation between 2%
and 3% on average over time. The percentage change
in the Consumer Price Index is a specific indicator of
consumer price inflation (CPI). This is an appropriate
measure of inflation to target since it represents price
increases for goods and services purchased by
households, is generated independently by the
Australian Bureau of Statistics, is publicly available, and
is not changed.

 In Australia, price changes have the following

effects on consumer demand: Consumers may
postpone purchases if they believe prices will
decline. As a result, decreasing prices — a
condition known as 'deflation' – might lead to
reduced expenditure.

 Businesses may respond by laying off people

or lowering salaries, putting more downward
pressure on demand and prices. In bad times,
Australian firms may find it difficult to cut
their employees' actual pay and may be
forced to lay off people instead this is because
 firms that need to reduce their real salaries
generally opt to allow their nominal wages to
increase at a pace lower than the overall rate
of inflation, which is more difficult to
accomplish when inflation is very low

 Consumers are spending more time

comparing costs, therefore Australian firms
must change their prices more regularly.

Australia's economic growth in 2018 was lower than

predicted at the time of the February report. In
summary, GDP growth in 2019 and 2020 is anticipated
to be approximately 234%. Underlying inflation is
anticipated to reach 2% by early 2020, and to rise
somewhat further by mid-2021.

Forecasts are subject to a number of global and

domestic risks. Trade policy risks persist and may weigh
on global economy more than presently anticipated. In
contrast, the risks associated with the global push from
Chinese demand are more balanced in light of
increasing evidence that China's economic stimulus is
sustaining growth. Since the turn of the year, global
financial conditions have grown more supportive,
which might contribute to faster growth than
expected. However, there are a number of factors that
might result in both tighter financial conditions and
slower global development. Domestically, the
prognosis for consumption is still a major cause of
concern. Furthermore, there is still uncertainty about
how the unemployment rate will change and how soon
any tightening of labour market conditions would feed
into wage pressures and hence inflation.
 Product-Specific Data
Part 2.7 of the Australia Food Standards Code...
Commodity Labelling - Specification for the Labelling of
Brewery Products (Beer, Stout, French term exists
(spirit names such as vodka and whiskey are
permitted). Other considerations are listed below.
—Ingredient listing is only needed for goods that are
not standardised in Australia-New Zealand Food
Standards Code Standards 2.7.2 to 2.7.5.
—Alcoholic drinks in the categories of beer, wine, fruit
wine, and spirits are excluded from incorporating
nutrition information panels, ingredient lists, and
percentage labelling of distinguishing ingredients.

Alcohol consumption behaviours of drinkers in Australia in 2019, by age group:-

 Competitive Environment
When business talks about the need for Australian
businesses to be more competitive, it typically means
that the government should do something to make it
simpler for firms to compete with their overseas
counterparts.
However, this is not what economists mean when they
say that more competition is the primary driver of
greater economic performance. They imply that
Australian businesses should be driven to improve
their own performance by increasing competition from
other Australian firms and making it easier for foreign
firms to compete with them.
According to him, the current period of opening
Australia to more pressure from the global economy
started in 1973, when Gough Whitlam reduced import
barriers. Tariff reductions in the 1980s and 1990s
"placed Australian manufacturing under increasing
competitive pressure, while developments beyond the
border provided firms freedom to adapt."
The reform effort resulted in an agreement across all
levels of government to establish the "national
competition policy," which began in 1995 and lasted
until 2005. In the Australian market, there are very few
Whiskey substitutes. The history of the Canadian
whiskey on the market is as complicated as its flavour.
Canadian whiskey demand in the Australian market has
steadily increased over the years.
Canadian Club is the country's fastest growing spirits
trademark, generating $57.9 million in retail sales
value to the market in the year ending August 5, 2018.
So, what's the secret of its success? Shane Richardson,
MD of Coca-Cola Amatil Alcohol & Coffee gave Drinks
Bulletin the scoop.
SWOT Analysis of
Australia
 Strength
 Because production costs are lower in Canada
and Australia, we will be able to introduce our
product at a reduced price and access the whole
market.
 Our seasoned foreign talent is our greatest asset.
 A solid foundation in the Canadian market.
 Our product's one-of-a-kindness.
 A large brand portfolio.
 Strong manufacturing and sourcing operations.
 Strategic digital marketing.
 Weakness
 Almost every Canadian company's reliance on the
American economy is a source of vulnerability.
 Transportation costs.
 Deliver supplies on schedule since water takes
time.
 Opportunities
 Cultural commonalities.
 Extensive booze use across all age groups.
 Growing demand for Canadian Whiskey.
 Economy that is stable and growing.
 Agreement on free trade.
 Threats
 Terrorism Threat.
 Bribery and Corruption.
 Advice on Protective Security.
 Intellectual Property (IP).
 Competitors are already accessible.
 Conclusion
To conclude, we believe that the countries where we
will expand our business in like Austria and Australia
can help us in many better ways to increase our growth
graph which will be our primary thing. These two
developing countries can support our product from
very basic start up to a major success.

We briefly explained our research why we want to

launch our product in these two countries and also
explained pros and cons of it. We are aware of all legal
requirements and regulations which are necessary to
do business in these countries. Thus, we feel confident
that the product which we will be launching in these
countries will bring a better opportunity for our
business growth.
 Reference

 https://en.wikipedia.org/wiki/
List_of_countries_by_alcohol_consumption_per_c
apita

 https://www.statista.com/outlook/cmo/alcoholic-
drinks/austria

 https://ourworldindata.org/alcohol-consumption

 https://www.wm-strategy.com/austria-vodka-
market-market-analysis-size-trends-consumption-
insights-opportunities-challenges-and-forecast-
until-2024