The paper "Market an Australian Branded Wine Into a Foreign Market" is a wonderful example of a Marketing Business Plan. The major role of marketing in any business company is to enable a company to gain market leadership through understanding the needs of consumers and executing strategies that generate superior quality, value, and service. Marketing aims at building value-based relations with a company’ s customers, as well as with various internal and external business units of a company. Thus, the marketing plan acts as a guide to the entire business company. A business company’ s marketing strategies are usually executed through a marketing plan.
This marketing plan will describe the marketing strategies of Australian wine in Italian market. 2.0 Company Description Fosters Group Limited is an Australian company that is engaged in the production and marketing of alcoholic drinks. The company is situated in the southwest corner of Western Australia, a region better known for fine wine with over fifty years of experience in the wine industry. 3.0 Company Mission and Vision The company's missions are to deliver global enjoyment through premium quality that satisfies customers' needs for alcoholic drinks that are mild on the body while delivering full refreshment.
The company vision is to be a global brand and leader in the production of alcoholic drinks. 4.0 Strategic Marketing Focus and Plan It is a strategy that delineates the aspirations of an organization’ s management for strategic business operations in the future. The segmentation utilizes income and demographic factors. The company’ s strategic direction is divided into three segments. To capture the top end niche segment of the market that buys luxury and high-quality wine, average individual who is a need and able to afford competitive priced alcoholic and nonalcoholic products and a youthful section of the population. 5.0 The company’ s Core competencies and Sustainable Competitive Advantage The success relies on how a firm exploits its core competencies in terms of tangible and intangible assets.
The company’ s competitive advantage is its ability to design and produce both luxury and high-quality wine, more than what the current competitors do. Moreover, the company is in a position to produce other kinds of wines that are competitively priced. In addition, the company has a wide network of distributors in the foreign market and has an experience of clearing and forwarding.
The last is the vast financial resources that the firm has and the franchise network that it has built-in France for over 40 years. 6.0 Company Marketing Goals for the New Market Non-financial goals: The Company seeks to diversify and promote its luxury, high quality, and other drinks production lines to achieve initial sales revenue of 60% in the next 3 years. A crucial success factor would be to realize an initial market share of 30% within the next 3 years in France. Financial goal: The Company wants to achieve product sales of $ 10 million yearly for the next 3 years totaling to $ 30 million within the 3 years target period. 7.0 Macro-Environment Analysis (PESTEL) of the New Market PEST analysis relies on an organization's past events and experience in determining the future of a business organization.
PESTLE analysis is an audit a business organization can undertake to determine environmental on business and use it to develop strategic decision-making.
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