The paper reports on the UK white spirits market identifying the consumers for the Swedish Absolut Vanilia vodka. UK spirit industry is analysed using PEST, SWOT, key stakeholders and segmentation models. Analysis is performed of the new product development and launch.
The paper offers a marketing plan for Absolut vodka in UK providing information on the British spirit industry and alcoholic drinks market. PEST, SWOT, Porters 5 Forces Model, marketing mix, product and competitor analyses are performed; Absoluts perception in the British vodka market is identified. Marketing objectives and strategies are formulated using Ansoffs and Potters models; resource allocations are outlined. Forecasts and recommendations are offered.
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