Baines, Fill, & Rosengren: Marketing 4e
Chapter 7: Marketing Case Insight 7.1: Lanson International
We speak to Paul Beavis, Managing Director of Lanson International, to find out more about how the company looks to further develop its presence in international markets, including the UK.
Lanson International currently works in over 30 countries around the world and this has been developed over a number of years, driven by the increase in demand for champagne in the UK, which started over 15 years ago. Generally, we believe a company should look at international markets when its appetite for growth exceeds the current in-market capacity.