The paper "Tactics in Marketing Strategy Development and Implementation" is a great example of a Marketing Case Study. This paper looks at analyzing the international marketing opportunities which Southern Peninsula Wines can use for increasing their business. The paper examines the different opportunities which an international market presence before Southern Peninsula Wines. In the beginning, the paper will provide information about Southern Peninsula Wines which will be followed by the global business environment, the trade policies and agreements and finally the environmental factors which impact the overall business. This will thereby help to understand the manner in which Southern Peninsula Wines can look towards using the opportunity to improve their business. Organization Overview Southern Peninsula Wines as the name suggest manufactures wines in Australia.
Southern Peninsula Wines is situated in Gretten Forest about 100km south of Melbourne and has been in business for more than a decade. It is a family business but over the years has grown and is one of the most desired wines in the region. Vision: Southern Peninsula Wines aims towards providing customers with one of the finest quality of wine so that the drinking experience can be enhanced.
The organization thereby aims to spread its business worldwide so that people all around the globe can taste wine prepared from cool climate viticulture. Strategic Goals: The strategic goal is to enter India and look at capturing the Indian wine market which is not saturated as other markets of the world. The goal is to create a presence in the market and look at capturing a bigger market share by developing the required channels and mechanism through which deeper penetration in the market is ensured and overall growth is achieved. Capabilities: The capabilities which Southern Peninsula Wines has are (1) experience as the business is being carried out for decades; (2) specialization in winemaking as wine production takes place in cool climate; (3) different varieties of wine is produced, and lastly (4) successful in different international ventures as the company has received different awards. Products to be considered for entry into the international market: The product which Southern Peninsula Wines looks to market is wines as they specialize in the production of it. Since their product is different from others and has been prepared in a cool viticulture climate so the company looks to enter the market with the same product which has been successful over different regions of the world. Global Business Environment Southern Peninsula Wines is based in Australia and has been successful in their endeavor as the product produced by them is desired by customers.
The company has been successful in Australia as a preference for wine is high out there. The climate is such that people look at drinking wine which has thereby increased the market.
The different regions like China and the UK have been growing as wine consumption has increased and provides better opportunities in the future. The overall business environment seems conducive for marketing and thereby increases the overall chances to carry on business smoothly. Most Viable International Market: The Indian market presents a lucrative opportunity for Southern Peninsula Wines as the economy is growing and the demand for wines is increasing. This is in addition to the fact that the disposable income of people is increasing as the Indian economy is achieving a higher growth rate.
Apart from it, wine is considered a healthier alternative compared to other alcohol. India is also witnessing a growth in the business community and young professionals who look at consuming wines which hereby increases the overall market and opportunities. This thereby presents India as an opportunity to tap and enter into (Thompson & Strickland, 1999).
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