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Chapter 5: International market research

Case study: Drambuie

Market research provides information and knowledge and
can reduce the risk of making the wrong decisions.

International markets are complex and require an
understanding of different countries, consumers and

cultures. This can be achieved by ‘scanning’ international
markets with regards to accessibility and profitability of
potential new markets. Information can also be found from

internal reports as well as from external secondary sources
of information such as World Health Organisation (WHO),

United Nations, departments of trade, chambers of
commerce and so on. There is also the option of conducting

primary research. However, market research can be
extremely costly and primary research should only be done
when all secondary information is exhausted. The

information should then be used to make informed choices
for potential and new markets.