Essays on Wellington Wines Ltd - Target Market, Customer Analysis and Positioning Case Study

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The paper "Wellington Wines Ltd - Target Market, Customer Analysis and Positioning" is an outstanding example of a marketing case study.   Wellington Wines Ltd is seeking to be an outstanding company in almost all parts of Australia in wine distribution. The availability of the vineyard in Mudgee will enable the company to produce surplus wine the will flock the Australian wine markets. Through critical analysis of the Australian wine markets that is Australia has come up with a system that will allow its customers to order wine online and it is delivered.

These system has made Australia expand its market all over the country and almost going international. With Wellington among key suppliers, it will capitalize on this system of Australian business. Apart from that, the company will ensure that the wine is not only for export but also encourage local consumption through subsidizing the price and also blending of the wine to make it affordable for local residents. However, Wellington Ltd has already established markets internationally with Australia being the major consumer of its wine, the company will try to build up more on that by producing high-quality wine since it has an advantage of having Mudgee vineyard at its proximity that will provide raw materials for the company.

Wellington Ltd is producing Wellington Sauvignon Blanc and Wellington Chardonnay both 750 ml bottled wine that is exported to Australian wine markets. The company will create a nice reputation for this product within 3 months that will see this product dominate the Australian wine markets than any other wine from different companies such as Accolade wines, Casella wines, Treasury wines, Pernod Ricard winemakers and Australian Vintage which are among the major white wine producers in Australia.

The strategy here is first to establish a multinational website and share place it on the bottles of the wine produced. This will contain the images of the wines and a brief description of the contents and its advantage over other wines. These will mostly target-independent buyers. Production technology will be employed such as the use of the ultra-modern machine in processing the wine that is it will ensure the best quality wine that is not produced with any other company.

Better preservatives that are harmless will be used to ensure better storage of the wine. The company will use cargo planes to fly a huge tonnage of wine to Australia. These will allow proper and efficient delivery of the wine in Australian markets. From the fact that Australian has a growing consumer palate, the company will target these people through industrial analysis of market statistics that will establish the current and future market trends so as to place depots at various strategic positions such as Sydney, Melbourne, Perth and Brisbane in Australia.

The marketing strategy will involve online marketing through blogs emails and functional websites that will be published on wine bottles and others through advertisements in various media platforms such as Facebook pages (Baker, 2014). There will be also online networking through coming up with a software that will enable the company to make online sales. The company will maximize on media advertising such as televisions, radios and use the Billboards, especially in Brisbane and Sydney to advertise the Wellington Sauvignon Blanc and Wellington Chardonnay wines.

The company will also establish customer care units to take care of customer complaints and this will in turn help in getting customer loyalty. Market research will assume a centre stage in the company’ s marketing strategy. This will assist in identifying the new products in the market that will pose a threat to Wellington Wines Ltd and in turn come up with mechanisms such as improved quality of products and excellent delivery services to beat the threatening wine. Also benchmarking and market analysis will be conducted in order to improve customer satisfaction (Babin and Zikmund, 2015).

References

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Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.

Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.

Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.

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Hajibaba, H., Grun, B. and Dolnicar, S., 2016. Variable selection for market segmentation. CAUTHE 2016: The Changing Landscape of Tourism and Hospitality: The Impact of Emerging Markets and Emerging Destinations, p.1115.

Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.

Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.

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Overton, J. and Murray, W.E., 2014. Investing in place: articulations and congregations of capital in the wine industry. The Geographical Journal.

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