Abstract
According to J. Gallagher, Phil Parnell when joining Drambuie had to cope with serious marketing problems in that company. A lot of them can be quoted, but only the main will be dealt with, as some of them can't be gathered altogether. Identifying marketing problems is the first step while conducting a market research as it the first thing for a company to see where they should focus on and clarify their main concerns. To address the marketing problems seen above, Phil Parnell will need information from different sources. Information that has to be collected to improve the marketing strategy and definitely get a better knowing of the different actors in this industry.
