Expanding worldwide marketplaces have not only impacted the flow of customer items however also how companies operate and communicate with their staff and partners. Modern organisations must have a global marketing strategy. It’s easy to forget how markets worked until the digital age and the advancements in transportation, since firms can sell and send their goods and services to customers throughout the world in a matter of weeks (Kotabe and Helsen, 2020). In this aspect, this study will effectively demonstrate and discuss a brief knowledge regarding the global marketing style and initiatives of Walsh Whiskey and it business operational initiative in the market of Cameroon.

Organisational Overview

It is the goal of Walsh Whiskey to restore Irish Whiskey’s position as one of the world’s most beloved spirits. While honouring the time-honoured whiskey formulas of Ireland’s golden age of distillation, the organisation strives to produce fresh and exciting products for the modern taste. They are a team of whiskey makers driven by curiosity and a desire to learn, create, experiment, and improve everything they touch (De Mooij, 2021). The Walsh family slogan, “Never Say Die”, serves as a foundation for their values. In addition, the family’s aim of creating a legacy of whiskey greatness is fuelled by its enthusiasm, inventiveness, and commitment to detail because of its resiliency.

Macro-Environmental Analysis

PESTLE Analysis

Factors	Descriptions
Political Factors	It is illegal for Walsh Whiskey to manufacture, distribute, or market its goods unless it complies with all applicable federal and state laws (Ulubeyli et al., 2019).
Economic Factors	It’s time for Walsh Whiskey to push out into new markets (Reinhardt et al., 2017).
Social Factors	A decline in Walsh Whiskey sales is almost certain because of the brand’s history of public controversy (Ulubeyli et al., 2019). Moral or religious persons, as well as health-conscious people, are at the forefront of this movement.
Technological Factors	Delays will occur if Walsh Whiskey does not have access to cutting-edge technology to expedite their distribution procedure. Even if a corporation goes out of business, it might restrict the quantity of product that can be produced.
Legal Factors	There will be restrictions on alcohol sales, particularly to minors, as well as a reduction in the amount of advertising directed at them (Reinhardt et al., 2017).
Environmental Factors	Various methods for reducing expenses and becoming more environmentally friendly aid in reducing carbon emissions. Pollutants in the air come in a wide variety of forms (Ulubeyli et al., 2019). Furthermore, the reactions between these substances might result in the generation of hazardous substances.

Figure 1: PESTLE Analysis of Walsh Whiskey

(Source: Reinhardt et al., 2017)

Micro-Environmental Analysis

Porter’s Five Forces

Forces	Descriptions	Level
Bargaining Power of Buyers	The high level of buyer bargaining power is due to Walsh Whiskey’s many rivals, all of which are selling high-quality goods, making it difficult for Walsh Whiskey to distinguish itself from the competition (Gerhartl et al., 2020).	High
Bargaining Power of Suppliers	In order to improve sales and attract clients, several suppliers are looking to provide economies of scale (Zhang et al., 2020). As a result, suppliers are unable to enforce their rates since they lack influence over the product offered.	Low
Threats of New Entrants	Because of the substantial capital investment needed to get into the sector; therefore, the threats of new entrants are low for Walsh Whiskey (Gerhartl et al., 2020). It also takes about three years to manufacture something that can be put on the market.	Low
Threats of Substitutes	Generally, Walsh Whiskey has only two major product variants like “Writer’s Tears” and “The Irishman” (Zhang et al., 2020). However, on the other hand, the other firms provide a vast range of products in the market. Therefore, the threats of substitutes are high.	High
Rivalry	The competitors like “Koval Distillery”, “Bushmills”, “Copper Fox Ditillery”, etc. operate their organisational business very dominatingly in the market (Gerhartl et al., 2020). Therefore, the rivalry power is high for Walsh Whiskey.	High

Figure 2: Porter’s Five Forces of Walsh Whiskey

(Source: Zhang et al., 2020)

Competitor Analysis to Discover the Organisational Competitive Strength and Weaknesses

Walsh Whiskey’s “Writers’ Tears Copper Pot Japanese Mizunara Oak Finish,” which won last week’s “Black v Green” readers’ competition on the “Ireland vs. All Blacks Rugby World Cup match”, and “Writers’ Tears Cask Strength 2019 Release” were both awarded “Gold Medals” at the “Irish Whiskey Awards”. “Irish Cream Liqueur” was the most significant shift in Walsh Whiskey’s history (Liu and Atuahene-Gima, 2018). When the Irish whiskey industry was just getting going again, “Bernard and Rosemary” spotted a chance to get in on the ground floor. Walsh secured a long-term supply deal with the Irish Distillers for the distillation and ageing of Irish whiskey inventory, which resulted in production of “The Irishman- Single Malt” whiskey.

Analysis of the Market of Cameroon

Customer Needs and Market Size

It is estimated that the Cameroonian whisky market was worth $1,000,000 in 2015, based on retail pricing. For the year 2020 to 2025, the whiskey market in Cameroon is expected to grow at a “CAGR of 18.92 percent per annum” (in retail prices). A rise from the yearly growth of 0.00 percent between 2015 and 2019 is to be expected (Honoré, 2019). In 2015, the average per capita consumption value was $0.04 (at retail prices). It rose at a “CAGR of 5.74 percent per year” for the following five years. A “CAGR of 0.00% per year” is predicted for the indicator by 2025, when it is expected to cut down its rise.

Growth Potential

Using locally cultivated sorghum instead of barley imported from the UK, Diageo has replaced imported barley in its brewing facilities across Cameroon. This money will be used to promote locally produced cassava in Sudan by SABMiller (Bayoï and Etoa, 2021). A possible possibility exists for Walsh Whiskey to expand their company in this regard.

Distribution Channels

By negotiating with the local suppliers like retailers or wholesalers, Walsh Whiskey will distribute its organisational alcoholic products in the market of Cameroon. The Alcoholic Drinks in Cameroon study provides an in-depth analysis of the national market (Bayoï et al., 2021). Using this data, Walsh Whiskey can determine the areas that are driving increase in retail sales (2016-2020). An in-depth examination of the market’s most important variables, such as legislation, distribution, or price, is provided by the report.

Internal Environmental Analysis of the Organisation

SWOT Analysis

Strengths	Weaknesses
Walsh Whiskey’s essential ideals have remained constant throughout the years, and the brand represents honesty, independence, and genuineness.	It was hard for the firm to scale up production because of the complexity of the production procedure (Gorbach, Kost and Pickett, 2021). Originally, desire was greater than supply.
Opportunities	Threats
In the past, whiskey and bourbon were seen as a luxury item only available to the affluent and were mostly consumed in the West (Gorbach, Kost and Pickett, 2021).	Walsh Whiskey faces a number of prominent rivals, including “Koval Distillery,” “Bushmills,” and “Copper Fox Ditillery,” among others, over the course of its operations.

Figure 3: SWOT Analysis of Walsh Whiskey

(Source: Passetti, Cinquini and Tenucci, 2018)

Marketing Strategy of the Company

Ansoff Matrix

Market Penetration: When it comes to the present market, Walsh Whiskey employs its own goods (Bondarenko, Efremenko and Larionov, 2019). In other words, the company’s goal is to expand its portion of the market via a strategy of market penetration.

Product Development: To meet the needs of the current market, Walsh Whiskey has developed a new product (Zhang and Wang, 2019). Substantial research and development and the extension of the company’s product line are often required to make the transition.

Market Development: Walsh Whiskey expands into Cameroon’s new market with its current product(s) (Bondarenko, Efremenko and Larionov, 2019). For example, extending into new markets may entail extending into new geographic areas, consumer groups, or other types of businesses.

Diversification: Risk may be managed by linked diversification in this approach, which necessitates both market and product development (Zhang and Wang, 2019).

Demonstration of the Knowledge regarding the Attractiveness of the Allocated Country

A decrease of 0.6 percent from 2015 is expected in total beer sales in Cameroon in 2016, according to the “Cameroon Brewery Corporation” (Sabc). Cameroon’s “Cameroon Brewery Corporation” says this decline is attributable to the restlessness of rivals in capsule marketing and the absence of repetition of optimistic buying that took place right before the price hike in February 2015 (Winterich, Gangwar and Grewal, 2018). It has taken away from corporate cash flow and constructive expenditures as a result of these advertising campaigns “Guinness is 15%,” “UCB, 10%,” and “The others,” 1%, make up the rest of the whiskey market in Cameroon, where Sabc has 74% of the market share.

Competitive Strengths of the Company

“London Spirits Competition” is one of the most distinguished and competitive awards programmes. All of the whiskeys are based on the idea of providing premium spirits at a reasonable cost (Išoraitė, 2018). As a triple-distilled Irish single malt, “The Irishman – Single Malt” is one of a kind. It’s clear to the judges that it won’t disappoint.

Selection and Justification of the Market Entry Strategy and Provision of Reason behind the Consideration of other Strategies as Inappropriate

During the organisational business operation of Walsh Whiskey, the organisation will prefer to utilise the direct export mode for entering in the market of Cameroon. Through this, the organisation will be able to provide its products like “Writer’s Tears” and “The Irishman” to the local retailer of Cameroon. In this way, the organisation will be able to enhance its profitability by reducing the cost of physical stores, franchising, etc. Whereas, in Cameroon, the best raw materials for whiskey are not available; therefore, it has denied to consider the manufacturing like market entry modes (Išoraitė, 2018). Moreover, by getting knowledge about the huge expenses for joint venture or contracting and/or franchising, Walsh Whiskey has considered all of these market entry mode as inappropriate.

STP Analysis

Segmentation: During the organisational business, Walsh Whiskey will provide its product to above 28 years old. The adults are not able to purchase their products (Bolon et al., 2018).

Targeting: Therefore, the most targeted audience for Walsh Whiskey, the people who are above 28 years old are in the top priority for product selling (Zhang, Ma and Shao, 2020). Moreover, the old aged people are also in the target list of the company.

Positioning: In this way, by targeting a vast range of consumer base and by ignoring the sale to the adults, the organisation will be able to position its brand at a top level in the industry by getting support from the government of Cameroon (Bolon et al., 2018).

Competitive Strategy

Selection and Justification of Competitive Strategy

In order to operate the organisational business in the market of Cameroon, Walsh Whiskey will utilise the porter’s generic strategy as a competitive strategy (Papa et al., 2021). Through this, the organisation will be prominently able to examine and provide dominating competence to its rivals in the market.

Rejection and Justification of other Competitive Strategy

By adopting other competitive strategic approaches during the organisational business operation of Walsh Whiskey, the organisation will not be able to effectively analyse the competitiveness of the market in particular case of the business operation of Walsh Whiskey in Cameroon (Zhang, Ma and Shao, 2020).

Selection and Justification for Choice and Rejection of Product Development Strategy

There are several strategies potentially help to develop the organisational product. In order to enter in the market of Cameroon, Walsh Whiskey will utilise the market development strategy (Mercieca-Bebber et al., 2018). Through this, the organisation will enter the market of Cameroon by using its existing most popular products “Writer’s Tears” and “The Irishman”. In this way, these popular products will help the organisation to rule the market of Cameroon because of its uniqueness in the market.

Implementation and Explanation of Pricing Strategy

In order to set the price of the product, the organisation should use the market penetration strategy. Through this, the organisation will be able to offer sufficient and attractive discounts and sales on their product cost during consumer purchasing.

Implementation and Analysis of the Promotion Strategies

In order to promote the product, Walsh Whiskey will utilise online platform like social media websites, company websites, etc. Through this, reaching a vast range of consumer base will be easy for Walsh Whiskey in the market of Cameroon.

Application and Discussion of the Product Distribution Strategy

There are several product distribution strategies that help to reach the product to the consumers. These product distribution processes are sole distributor, wholesalers, retailers, direct to customers, online sales, own distribution channel (Mercieca-Bebber et al., 2018). However, among these strategies, Walsh Whiskey will utilise retailers and online sales strategies for product distribution. Through this, it will be able to reach a vast range of consumer base.

Marketing Action Plan

Aim	Taking Action	Impact	Time Frame
Increase Consumer Engagement	In order to engage a vast range of consumer, Walsh Whiskey should provide sufficient and attractive discounts to them.	In this way, the product selling rate will be increased.	Within six months.
Increase Profitability	The organisation must utilise appropriate strategy for developing consumer engagement with their products.	Through this, Walsh Whiskey will be able to enhance its organisational profitability.	Within six months.

Conclusion

In this aspect, it is considered that during the organisational business operation, Walsh Whiskey can significantly operate the business in the market of Cameroon. The organisation has utilised different kinds of strategic approaches during its business operation. The pricing strategy and the promotional strategy prominently help Walsh Whiskey in order to develop their market potentiality and credibility in Cameroon.

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Table of Contents

Introduction