Export of Wine to Malaysia

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|Contents |Page | |Executive summary of main findings of report ……………………………… |3 | |Introduction to the report ……………………………………………………….. |4 | | |5 – 11 | |Product/service and brief company background including why it might consider overseas expansion | | |……………………………………………………. | |What are Rose s | | |Examples of some Australian Rose s | | |The Yarra Valley and Yarrawood Estate Pty Ltd | | |Malaysia and Wines; The Export Market Target | | |Malaysia and Wines; Market Trends | | |Malaysia and Wines; Market Opportunities | | |Malaysia and Wines; A Competitive Environment | | |Malaysian Importing, Distribution, Wholesaler Companies | | | |12 | |Brief introduction to chosen country ………………………………………….. | | |Malaysia in Brief | | | |13 – 15 | |Economic Analysis ………………………………………………………………… | | |5. 1 Malaysia’s Economy Overview | | |Wine in Malaysia; a brief economic outlook | | | |16 – 17 | |Political & Legal Analysis …………………………………………………………. | |Malaysian Market Requirements | | |Tariffs, regulations and customs | | | |18 -19 | |Cultural Analysis …………………………………………………………………… | | |7. 1 Wine Drinkers in Malaysia | | |7. 2 The Economy, GDP and Wine | | |Discussion of contemporary or other environmental issues ……………… |20 | |Conclusions ………………………………………………………………………….. 21 | |Reference list ……………………………………………………………………….. |22 – 25 | 1. Executive Summary This report was written to examine the export of Yarrawood Tall Tales Rose wines into Malaysia. The research draws attention to the fact that Malaysia’s wine consumption is growing due to the following; 1. As at 2009, the total retail sales of food and beverages were estimated at US$11 billion (USDA Foreign Agricultural Service 2009) 2. Despite it being a Muslim country, the Malaysian wine market value is estimated at A$119 million where in 2008 a total 6. 7 million litres of wine was exported with Australia supplying 3. 1 million litres of the total import (AUSTRADE). 3. Malaysia is one of the more affluent nations with a GDP per-capita of about US$6,807 in 2007. 4. Malaysia’s economy is presently growing between 3. 4% – 6. 3%. 5. Approximately 97% of the working population continues to be gainfully employed. Most importantly, over 60% of the population are in the middle to high income group with a growing purchasing power. (USDA Foreign Agricultural Service 2009) It is recommended that in order to ensure success in the Malaysian market we proceed with the following; 1. Partner with a local established distributor as they already have market presence, experience with the customs department and related legalities 2. Enter the market offering Yarrawood Tall Tales Rose wines due to Rose wines being limited in availability, variety and supply. 3. To engage services of local sales and public relations company to promote out variety of wine to the general public via press releases, wine tasting sessions, give away and corporate gifts 2. Introduction A growth in wine consumption has increased significantly in the last five years in Malaysia (Australian Wine and Brandy Corporation). Despite it being a Muslim country the minority Chinese and Indian races have opened up this market for the importing of wine.

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