t a chance to fight. Competing in another country can be very expensive. Keeping costs down will be a problem that arises. They will have extra costs involved with oversees distribution or production. The costs will be absorbed in the price of the product. Lower priced alternatives would be able to compete and slow down their market growth. Foreign exchange rates will also have a big impact on operations in the international market. They could cause a big loss in profits due to a shift in the rates. Increased barriers or government regulations could also prevent market penetration. Another possible source of threats could be the regulation of their ability to advertise and market their products the way they currently do. Problems Found in Situational AnalysisStatement of Primary ProblemAdvertising is part of the complex process that shapes people's ideas about what is normal and right to think and do. Alcohol advertising's most powerful role is in helping to sustain an environment in which drinking and heavy drinking are seen as normal activities. As many researchers have shown (Gerbner 1990), most alcohol advertising seeks to associate drinking with possessing desirable qualities or experiencing pleasurable sensations. Advertising attempts to make alcohol a pursuit of the good life, the American dream, proper masculinity, and other compelling themes in American culture. Recent literature reviews (Atkin 1993) state that a large body of research indicates that exposure to or awareness of advertising contributes to an increase in drinking. For example, Atkin et al. 1993 found that greater exposure to advertising stimulates drinking, excessive drinking, and drinking and driving (or riding with a driver who has been drinking). Evidence and Effects of ProblemA recent study conducted by the Association for Consumer Research revealed a startling link between exposure to alcohol advertising and youth drinking, drinking by adults, ...
