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Carry out an macro-environmental analysis of the Scotch Whisky and Brexit (2019) case study (including the Findings in Appendix 1).


Topic :  Brief overview of the development of Scotch Whisky

Assignment Questions:

 You are required to critically analyse and evaluate the Scotch Whisky and Brexit (2017) case study to be able to complete the following tasks:

  1.  Carry out an macro-environmental analysis of the Scotch Whisky and Brexit (2019) case study (including the Findings in Appendix 1). Question1 requires you to ONLY USE THE INFORMATION IN THE CASE STUDY and global marketing theory to justify your answer. Highlight the key strategic issues and choices facing the UK and the Scotch Whisky industry after the UK leaves the EU.
  2. USING SECONDARY RESEARCH discuss the potential impact of increasing trade tension between the US and the UK and its impact on the producers of single malt whisky and sales in the US. To highlight your answer, select one single malt whisky product or brand and explain using global marketing theory how you would compensate for the potential loss of sales in the US.

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