The paper "Southern Peninsula Wines - Marketing Analysis " is a perfect example of a marketing case study. The vision of the organization is to establish a high-quality wine facility having boutique wines at affordable prices while building long-lasting business and customer relationships. The founders aimed to facilitate a comfortable lifestyle for their families since their lives are intertwined with the business. B, strategic goals of the organization The Southern Peninsula Wines has a strategic goal of being an internationally recognized wines company for its quality and variety of products that are affordable.
The company targets to increase its market share in the international market by producing quality wine. The company intends to use price positioning to penetrate some international markets. Southern Peninsula Wines want to be a leading company in bottled wine in Australia and the international market. C, capabilities/strength of the organization Southern Peninsula Wines has registered success in the first ten years owing to a number of strengths that the company possesses. The company boasts of having an experienced human resource capital full of skills and competence. Frank Calabria is an expert in packaging and bottling and is a team player.
He has worked in several companies and has what it takes to propel Southern Peninsula to new heights. Eddy Calabria, the winemaker, has worked in two previous companies before joining Southern Peninsula Wines. He has great interpersonal skills and the company will need him in building strong working relationships with workers. Southern Peninsula Wines expertise is established on cool climate viticulture as well as winemaking. The company has an advantage of the cool climate experienced in Australia fostering more refined flavors and colors and the grapes and while resonates the features of their European ancestors.
Wines from the cool climate have possessed distinctive features, elegance, as well as a varietal definition only found in the world’ s classiest wines. The company has also a superior facility for processing wine. The facility is a state of the art having infrastructure and machinery specially designed to accommodate grapes from the Southern Peninsula. D, products of the organization There are products that Southern Peninsula Wines wants to consider for entry into the international market. The company has a reputation in bottled wines in Australia and has won awards not only in Australia but in the UK and China.
Shiraz and Cabernet Sauvignon won a silver medal at Shanghai International wine challenge. Sauvignon Blanc won at London and Hong Kong International Wine and spirits competitions. Success with these products has increased the two brother’ s credibility and enthusiasm to venture into the international market. These products that the two brothers want to push into the international market include Sauvignon Blanc, Shiraz and Cabernet Sauvignon. Boutique premium wines will be a target since it has a good reputation in many parts of the world. Global business environment An overview of the current global environment The old world vineyard is slowly waning.
France, Spain, and Italy are still the largest wine producers supplying loss to 1.5 billion cases in 2012. However, production from this European region is dropping sharply with the period from 2011 to 2012 dropping by 12% (Boyce, 2011). France is the world’ s largest producer even fell sharper by 18%. Following tightening conditions in Europe, new world wine exporters like Australia, Argentina, Chile, New Zealand, and South Africa are set to benefit from the growing demand for wine in the global market.
French have produced and drunk the most wine in the world. Southern Peninsula Wines can enter the Asia-Pacific region since producers are few and China is emerging as the growing force in the wine industry. The European region is very competitive. Since the brothers won awards with their products in China, they should think about penetrating the Chinese market (Jenster & Cheng, 2008). The consumption of wine in China is also rising hence indicating an expanding market for Southern Peninsula Wines.
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