International Marketing

International Marketing 4

International Marketing

Generally, brewed drinks refer to those drinks which are usually made from either hops or malt through the process of infusion, boiling, and also fermentation. The company of Bundaberg brewed drinks pegs its operations into the production of soft drinks and other beverages. According to Mason et al. (2018, p.78), It deals with mocktails and cocktails drinks, such as ginger beer, apple cider, sodas, and grapefruit. This paper aims to determine the most suitable country between Russia and Saudi Arabia to extend its iconic ginger beer product. This shall be achieved by the implementation of the framework of Hofstede Cultural Dimensions.

Starting with Saudi Arabia, the market of iconic ginger beer is limited because the rules of this country prohibit anything alcoholic. This is confirmed because the foreign office gives a stern warning to Britons on not flouting the rules. Additionally, being an Arabic country, the word beer can never be used as it is not acceptable in their culture. The intake of intoxicants is not allowed in the soil of Arabs where most citizens are Islam's who highly bid and respect the sharia and Muslim laws differently. Secondly, due to limited employment, the most significant population in the section of less-skilled labor. This translates to them having less income. They practically use much of their earnings to purchase food and other basics while reminding them back to their home countries, leaving themselves with no cash for luxuries, including beer.

Additionally, during Ramadan, Muslims tend to fast for long hours, prohibiting a large percentage from either taking food or drinks. Considering this, venturing into this market may highly affect the sales of iconic ginger beer during that specific month negatively. In summary, having looked into the culture and beliefs in Saudi Arabia, it proves not to be the best place for the international market expansion of the iconic ginger beer.

On the other hand, Russia happens to have a favorable environment to venture into beer sales. This is attributed to many factors; beer has been the primary source of revenue for the Russian government for a long time, basically, in reference to Alfaleh (2019, p.79). Unlike in Saudi Arabia, Russia has a lengthy and rich cultural history pegged on ballet, literature, classical music, and paintings. Russia takes vodka as its best alcoholic beverage by culture. For instance, Baltika Breweries is a company in Russia that concentrates on the selling of alcoholic beverages. According to Valeriya (2017, p. 7), Baltika breweries understands that marketing strategy is understood to contribute a vital role in its company as it creates excellent value for a company's chosen clients.

Ideally, Baltika breweries have adopted marketing strategies, including introducing new brands into the market and packings that are affordable to a wide range of customers. Through this strategy, the company has been able to take the lead in this sector by making sure it accommodates every client's needs. Considering the strategy used by the competitor, Bundaberg Brewed Drinks Company should adopt strategies such as repacking its product into smaller containers. This shall translate to them selling the quantity held in that container at a much lower price, thus attracting more consumers.

In summary, it is notable that by implementing the correct marketing strategies, Bundaberg Brewed Drinks Company can positively welcome the ready and growing market in the better part of Russia.

Reference List

Alfaleh, S.A., 2019. Cultural and Societal Beliefs and Taboos in Saudi Arabia.

International Journal of Humanities and Cultural Studies (IJHCS)​ ISSN

2356-5926, 5(4), p.918.

Eliasson, R.A., 2003. Bravo Heineken! The impact of foreign direct investment in

the case of the beer industry in Russia (Doctoral dissertation).

Mason, J., Cole, G., Fraser, A., Abdul, P., and Beermann, M., 2018, October. A

short history of beverage crops. In II International Symposium on

Beverage Crops, 1274 (pp. 29-40).

SVERDLOV, L., Cultural Aspects of the Social Attitudes Toward Alcohol in

Russia.

TAUFAN IMADUDDIN, M.U.H.A.M.M.A.D., 2019. Pembuatan Homemade

Ginger Beer Berbahan Baku Jahe Sunti Lokal.

Teece, D.J., 2010. Business models, business strategy, and innovation. Long-range

planning, 43(2-3), pp.172-194.

Tekin, E., 2004. Employment, wages, and alcohol consumption in Russia.

Southern Economic Journal, pp.397-417.

Valeriya, K., 2017. The improvement of warehouse practices for Baltika Breweries.