Implementation strategy of Vranken-Pommery in Thailand

In this Independent Study, the goal is to determine the possible implementation Strategy for the champagne brand Vranken-Pommery to enter Thailand. The company is looking to diversify their sources of revenues while the forecasts for sparkling wine in Thailand are positive for the next five years and an expected increase of sales by 42%. There thus seems to be an opportunity for the brand to enter Thailand. Furthermore, from the review of literature, it seems that millennials are driving the sparkling wine market internationally while they are increasing and earning more in Thailand. The next step is then to analyze the market and the industry attractiveness as well as collecting primary data through on-site visits and a survey. From this analysis, we determined that there were high barriers of entry for new entrants in the market with regulations limiting a lot of aspects including selling, advertising and import tariffs. The survey also shows limitations in terms of customer segment. It thus seems that Thailand is not a good market for Vranken-Pommery to enter.