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1.0 EXECUTIVE SUMMARY This project focuses on the entry of Palandri Wines into a foreign market. After much market research, Japan and Singapore seemed to be promising target markets. Palandri must decide which market to enter. The Japanese have become more aware of wine being consumed on a daily basis rather then on special occasions. This perception has led to wine being seen as having perceived qualities and value for its price (www.austrade.gov.au). Australian wine has a good reputation in Japan. However, the market for wine in Japan is small and is still developing and completion is due to these factors. The influence of other international wines and local wines puts enormous pressure on Australian wines. Japan remains difficult to enter due to the issues of exclusionary business practices, high regulations and inner market relations (www.austrade.gov.au). The language barrier entering into Japan is definitely a disadvantage for any foreign countries looking to enter the market. Given the westernisation of eating habits in Malaysia, Singapore and Thailand there is good potential for Palandri wines in these developing markets. Singapore is the most attractive market to enter. Singapore is an English-speaking country (