Business and Marketing Management Study Cases

This assignment involves analyzing business and marketing management study cases from various sources, including books by renowned authors such as Kotler, Keller, and Rothaermel. The study cases cover topics like global wine industry, strategic management, international business, and more. Students are required to provide resumes for three individuals with different educational backgrounds and experience in fields related to business and marketing management.

Running head : CANADIAN WINES LTD.
CANADIAN WINES LTD.
Name of the Student
Name of the University
Author Note

1CANADIAN WINES LTD.
Executive Summary
The given report throws light on the business idea based on the Canadian Wine Limited and its
export plans to Thailand. It is extremely important to stay updated in today’s fast paced
environment and that is the reason why international businesses have increased. The report is
divided into three main sections. The first section has described the general information of the
company along with brief details of the products it provide and the management team. The
second part analysis the environment of Thailand and how the various competitive players
operate and lastly the third part elaborates on the products and services offered by the company.

2CANADIAN WINES LTD.
Table of Contents
Introduction......................................................................................................................................3
Description of the business and its management.............................................................................3
Brief introduction of items to be sold and the destination nation................................................3
Competitive advantage................................................................................................................4
Organizational structure and legal form......................................................................................5
Near/long-term objectives...........................................................................................................6
Present management team...........................................................................................................6
The market and competitors............................................................................................................7
Description of the target market..................................................................................................7
Analysis of market size and growth potential..............................................................................8
Report of the competitive environment.....................................................................................10
The product/service.......................................................................................................................11
Products offered:........................................................................................................................11
Demonstration of market readiness...........................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
Appendix: Resumes.......................................................................................................................17

3CANADIAN WINES LTD.
Introduction
The food and beverage industry has been doing very well recently. With the rise in events
and functions, celebrations ad social gatherings have become more common. Drinks are often
consumed by the different people present in the gathering (Hill, Jones & Schilling, 2014). It is
because of this reason that the company Canadian Wine Limited has decided to become an
exporter of the special Ice wine to a proper region. This will be portrayed in the given report. The
report will be highlighting the various aspects of the business idea and also comment on the
various components of the chosen Thai market.
The report begins with a brief introduction of the firm followed by the structure of
management. The competitive advantage obtained by the firm is that it has some connections in
Thailand its extensive trust in his employees (Barney, 2014). The second part concentrates on the
Market condition of Thailand. The strategic management tool named Michel Porters Five Forces
Analysis has also been used in order to study the factors present in the external environment of
the business.
Description of the business and its management
Brief introduction of items to be sold and the destination nation
The product which is being sold is the Canadian Ice Wine. The ice wine can be described
as a dessert wine which comes from grapes which tend to freeze while their duration in the wine.
The solids and sugars tend to remain normal while the water does which allows the grape juice to
become better. The ice wine has a refreshing sweetness along with high acidity.

4CANADIAN WINES LTD.
Ice wine production is one of the riskiest procedures in the globe and requires labourers
in high quantity. Due to special growing conditions and high labour requirement the quantity of
ice-wine produced is very low (Eden & Ackermann, 2013). Canada is one of the largest
producers of the given product.
To take advantage of the production facilities in Canada and serve the unexplored
markets, Canadian Wine Ltd has decided to export the wine to Thailand. Thailand has been
chosen as an appropriate place of export because of its festive environment, large tourist footfall
and a party destination image.
Competitive advantage
As states earlier, Canada is one of the largest producers of ice wine in the globe. Due to
this reason, the company Canada Wines Limited decided to harness the given opportunity and
utilise the resources available thereby expanding the consumer base and exporting the product to
Thailand (Ginter, Duncan & Swayne, 2018).
The firm, Canadian Wine Limited has a competitive Advantage in the given export has
been elaborated as follows:
 Availability of resources- Canadian Wine Limited has a wide variety of resources like a
grape vineyard under its control which gives it an access to the grapes and other materials
required.
 Good relations with the ice wine association- The ice wine association in Canada has
provided the company an appreciation and settlement policy stating that it will be
supporting the company in all its future endeavours.

5CANADIAN WINES LTD.
 A good management team- Recently, the company has hired a management team which
comprises of various efficient and knowledgeable members who will help the company in
the export (Hall, 2013).
 An associate in Thailand- The owner of the business has an associate in Thailand who
will be taking care of all legal and regulatory requirements on behalf of the company so
that they do not face any problem (Wheelen et al., 2017).
Organizational structure and legal form
Figure 1: The organizational structure of Canadian wine Limited (Source: Hira, 2013)

6CANADIAN WINES LTD.
The above image can well describe the organizational structure of the firm. The head of
the company is the Chief Executive officer who is Mr. ABC. Under him there are two directors
who look after the various operations of the business. Under each director there are a group of
members who have a certain number of subordinates under them. It can be stated that the
organizational structure is hierarchical and the authority and responsibility flow downwards and
upwards respectively (Slack, 2015).
Legal Form
Sole proprietorship- The legal form of the business will be that of a sole proprietorship. Mr.
ABC is the proprietor who is also the Chief Executive Officer. He will be responsible for the
formulation of various strategies in a business and also for guiding the organization in the need
of the external environment.
Near/long-term objectives
The short term objectives of the company are as follows:
 To drive a successful export program in Thailand
 To provide good quality products (Doloreux & Lord-Tarte, 2013).
 To manage the resources of the company efficiently (Rothaermel, 2015).
The long term objectives of the company are as follows:
 To spread its operations to other parts of the globe.
 To become one of the leading companies to export ice wine
 To open other branches around the globe
 To enter the Indian market

7CANADIAN WINES LTD.
Present management team
The management team of the Canadian Wine Limited is as follows:
 Management of international export: Mr. John Smith. Mr. John will be looking after the
whole process of export and will also be looking after the various legal formalities
involved in the process.
 Finance- Mr. Carl Son. He is involved in managing the accounting team and looking after
the monetary matters containing the export and managing financial obligations.
 Marketing- Ms. Jane Gnarl- She is responsible for marketing the product in Thailand.
Works with a team of five members (Lasserre, 2017)
 Production Manager- Mr. Joy Nath Is also the quality manager and looks after the
production facility to utilise the resources efficiently and to make sure that the product
which will be exported are of good quality
The market and competitors
Description of the target market
The company is planning to export its products in Thailand because of the place being a
heaven for tourists and part destination. The target market of the company in Thailand will be as
follows:
 Restaurants in Thailand – As Thailand is one the most visited tourist places in the world,
there are many fine dine as well as local restaurants present in the country (Morschett,

8CANADIAN WINES LTD.
Schramm-Klein & Zentes, 2015). The cities of Bangkok, Pattaya and Kosa Mui are host
to various restaurants which are visited by many tourists. Hence, Canadian Wine Limited
has decided to target all the restaurants in the region so that they can have a direct
exposure to the consumers.
 The night clubs- The nightclubs in Thailand are extremely popular all around the globe.
The night clubs are one of the primary targets of Canadian Wine Ltd. Because alcohols
are quite common in the different pubs and night clubs (Kotler, 2015). Apart from
alcohols, some people also like to keep it light and have wine.
 Local stores-The Company would also like the local natives to enjoy the taste of the fine
wine and they would see to it that the different products that are being exported by the
company are available in the local stores as well.
 Spas- As spas and wellness centres are also very common in Thailand and people often
go there to relax, the spas serve drinks to the customers as an offer in their given package.
Hence, Canadian Wine Ltd would also like to target the spas
The company has selected the four above mentioned target markets because of their
direct exposure to consumer (Armstrong et al., 2015). This target market would make the
product more popular as it would be consumed but the general population easily.

9CANADIAN WINES LTD.
Analysis of market size and growth potential
Figure 2: A brief statistical analysis of Thailand (Source: Sheth & Sisodia, 2015).
Thailand is among the top position in the ASEAN countries. The GDP is mainly
comprised of the Service sector which is then followed by the Industry sector. The primary
sectors in Thailand are car making, transport, tourism, electronics, finance and real estate. The
economy of Thailand expanded by 3.7 % last year due to a tremendous growth in its hotels and
restaurant sector (Hannah et al., 2013). The GDP in 2018 is predicted to grow about 3 % in the
coming year.
Recently from 2017, the government has formed a new policy named Thailand 4.0 to
modernize the economy (Keller & Kotler, 2016). The main purpose will be to digitalize the
economy. The government is also providing supports to various startups to develop the Eastern
Economic Corridor.
The construction of a rail line in to get connected to the eastern posts will also help in
boosting the economy. The daily wage rate has also been increased by the government which is

10CANADIAN WINES LTD.
a good step to further strengthen the economy. Thailand also exports a wide variety of products
to various nations like China, Africa and Iran. From the perspective of the Canadian Wine Ltd.,
the economy of China is absolutely perfect. As stated earlier that the presence of various
restaurants, night clubs and spas in the region proves to be a good opportunity for the wide brand
(Sheth & Sisodia, 2015). With the number of customers increasing every year it can easily be
stated that the number of entertainment aspects like restaurants, night clubs and bars would also
increase thereby helping the company, Canadian Wine Limited to expand its consumer base.
Report of the competitive environment
The competitive environment of any country often refers to as the external environment
of the business within the realm of which the company functions. External environment or the
competitive environment forms an integral part of the business because it consists of various
factors which tend to have an inference on the working of the different departments of the
company (Hollensen, 2015). These factors may include presence of competitors, suppliers,
customers, presence of substitutes and the new entrants which would like to take advantage of
the region growth (Cavusgil et al., 2014).
For any business, especially with reference to Canadian Wine Limited, it is extremely
important to make sure that the analysis of the given market takes place to ensure that the
business can play safely. Hence, for the purpose of this report, in order to analyse the
competitive market of Thailand the Michael Porters five forces model will be used. The Michael

11CANADIAN WINES LTD.
porter five forces model serves as an essential tool in order to determine the competitive
environment. The five major components have been described below:
 Threat of competitors- In Thailand the threat of competition for the Canadian Wine Ltd is
extremely huge. Though research states that the company will be the first one to
introduce ice wines. The competition among the other type of drinks is quite high
(Bresler & Lubbe, 2014).
 Power of Suppliers- The suppliers can be referred to as that component and party relating
to a business that tend to tend to provide the input to the company. As Canadian Wine
Limited has a setting with the given business and also owns a vine garden, the supply
power is low.
 Power of Buyers-The buyers is the people who will be buying the product. In the given
case, the power of buyer is quite low because of the presence of a large number of
buyers. In this manner, the individual weight age of each buyer is low.
 Threat of substitutes- Substitutes can be defined as those products which are consumed
instead of consuming the ice wine (Van Der Aalst, La Rosa & Santoro, 2016). The
presence of substitutes is very high as the customers can easily drink other wines
available or hard drinks like whiskey, vodka and beer in order to cater to the consumer
demand.
 Threat of Entrants in the industry – Canadian Wine limited had an association with an
associate in China and that is the reason it was easy for the company to enter the market.
Otherwise other businesses would generally find it extremely hard to cater to the needs of
the sector as it has high tax systems, huge legal formalities and others (Meffert, 2013).

12CANADIAN WINES LTD.
The product/service
Products offered:
The company offers the ice wine which is a different kind of a wine specially made in
Canada. The ice wine is fermented and manufactured in a different manner which had been
discussed earlier.
 White Ice Wine- The white ice-wine is transparent and is usually preferred by the
customers when having a light meal. The bottle of wine will be available at a size of
375ml. The wine is manufactured in 2017 and can last quite long (Chernev, 2018).
 Red Ice Wine- The red wine is the kind of ice wine which is generally taken separately
by the different consumers. It is one of the most common types of wine consumed during
dinners and occasions. Even this wine will be served in 375ml.
 Sparkling Wine- The sparkling ice wine is one of the best products offered by the firm. It
is made with acute care and by the effort of a large number of labourers; this wine is
available in 500 ml.
Initially the company wants to launch just these sizes of the bottle which are 375ml and
500 ml respectively (Wild, Wild & Han, 2014). Depending upon the market response the
company has planned to provide pitchers of the product to the region to cater to a large demand.
It has also been trying to develop a new product which will be a pink coloured wine. This will
help the firm to utilize their unique ideas to achieve success in the business domain.
Demonstration of market readiness
As the company will be exporting its products to Thailand, it has already started a
research on the legal aspects of the export process and is gathering the detailed information. The

13CANADIAN WINES LTD.
company has also registered itself under the regulatory requirement in Canada (Doloreux,
Chamberlin & Ben-Amor, 2013). Furthermore, it has also obtained a trade licence in order to
export the goods. The production and fermentation process of the wine has also been started by
the company. The company aims to stock 100000 bottles before the marketing team can go out
and started marketing the products in the various cities of Thailand. Therefore, it can be briefly
started that the company is progressing well in the domain of market readiness
Conclusion
Therefore, from the given analysis it could be witnessed that ice wine is indeed a very
special and precious drink which is not easily available everywhere. Canada is one of the prime
producers of the same and this is the reason why Canadian Wine Limited has decided to exploit
the given capacity and export the product to the desired market. The chosen country for the given
product is Thailand. The report highlights the background of the company and the different
organizational structure as well as products offered by the firm. Financial, marketing and legal
aspects of the exports have also been stated. At present the company would be offering three
different kinds of wine which will be available in 375ml and 500 ml bottles respectively. It can
be commented that Thailand is a fairly right choice for any firm to expand its wine business
because of the presence of many tourists’ restaurants, night bars and the local stores. To get the
business expansion done, the company used the strategy of exporting which is the easiest form of
method to expand the business successfully.

14CANADIAN WINES LTD.
References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Barney, J. B. (2014). Gaining and sustaining competitive advantage. Pearson higher ed.
Bresler, M., & Lubbe, I. (2014). Marketing management.
Cavusgil, S. T., Knight, G., Riesenberger, J. R., Rammal, H. G., & Rose, E. L.
(2014). International business. Pearson Australia.
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
Doloreux, D., & Lord-Tarte, E. (2013). The organisation of innovation in the wine industry:
Open innovation, external sources of knowledge and proximity. European Journal of
Innovation Management, 16(2), 171-189.
Doloreux, D., Chamberlin, T., & Ben-Amor, S. (2013). Modes of innovation in the Canadian
wine industry. International Journal of Wine Business Research, 25(1), 6-26.
Eden, C., & Ackermann, F. (2013). Making strategy: The journey of strategic management.
Sage.
Ginter, P. M., Duncan, J., & Swayne, L. E. (2018). The Strategic Management of Healthcare
Organizations. John Wiley & Sons.
Hall, C. M. (2013). Wine, food, and tourism marketing. Routledge.

15CANADIAN WINES LTD.
Hannah, L., Roehrdanz, P. R., Ikegami, M., Shepard, A. V., Shaw, M. R., Tabor, G., ... &
Hijmans, R. J. (2013). Climate change, wine, and conservation. Proceedings of the
National Academy of Sciences, 110(17), 6907-6912.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an
integrated approach. Cengage Learning.
Hira, A. (2013). What Makes Clusters Competitive?: Cases from the Global Wine Industry.
McGill-Queen's Press-MQUP.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education
Limited.
Keller, K. L., & Kotler, P. (2016). Marketing management. Pearson.
Kotler, P. (2015). Framework for marketing management. Pearson Education India.
Lasserre, P. (2017). Global strategic management. Palgrave.
Meffert, H. (2013). Marketing-Management: Analyse—Strategie—Implementierung. Springer-
Verlag.
Morschett, D., Schramm-Klein, H., & Zentes, J. (2015). Strategic international management (pp.
978-3658078836). Springer.
Rothaermel, F. T. (2015). Strategic management. McGraw-Hill Education.
Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the
future. Routledge.

16CANADIAN WINES LTD.
Slack, N. (2015). Operations strategy. John Wiley & Sons, Ltd.
Van Der Aalst, W. M., La Rosa, M., & Santoro, F. M. (2016). Business process management.
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2017). Strategic management
and business policy. pearson.
Wild, J. J., Wild, K. L., & Han, J. C. (2014). International business. Pearson Education Limited.

17CANADIAN WINES LTD.
Appendix: Resumes
JOHN
SMITH
2/1 River road
12345
[LinkedIn Profile]
[Twitter/Blog/Portfolio]
Objective
My primary objective is to learn the various realms of the business environment and be a
cherished employee un any company which provides may with great potential.
Education
Bachelor of Business Administration New South Wales University
Masters in International Business , California
Experience
Export Manager ABC company
Skills
 Time Management
 Research skills
 Communication
 Team Leadership
 Analytics
Activities
I have undertaken various courses whereby I have attained extensive idea about exports and
legislations in different part of the globe

18CANADIAN WINES LTD.
CARL SON
2/1God road
2727
[LinkedIn Profile]
[Twitter/Blog/Portfolio]
Objective
My primary objective is to learn the various realms of the business environment and be a
cherished employee un any company which provides may with great potential. I want to apply
analytical tools to gain extensive knowledge about the future of the company.
Education
Bachelor of Financial Administration New South Wales University
Masters in Business Finance , California
Experience
Financial Advisor at PLC Company
Skills
 Time Management
 Research skills
 Communication
 Team Leadership
 Analytics
Activities
Involved in activities like badminton and tennis.

19CANADIAN WINES LTD.
JOY NATH
2/1 Gahi Road
6464743
[LinkedIn Profile]
[Twitter/Blog/Portfolio]
Objective
I am to become a leading professional in the business world
Education
Bachelor of Production Administration University of Columbia
Masters in Business Management,| Singapore University
Experience
None
Skills
 Time Management
 Research skills
 Efficiency in Utilization of resources
 Communication
 Team Leadership
 Analytics
 Hardworking
Activities
I enjoy jogging and reading.

20CANADIAN WINES LTD.
JANE GNARL
2/1Winston road
637383
[LinkedIn Profile]
[Twitter/Blog/Portfolio]
Objective
My aim is to become one of the most successful names in the global business environment
Education
Bachelor of Marketing Administration New South Wales University
Masters in Business Marketing , Singapore University
Experience
Marketing Manager at Kellogg’s at PLC Company
Skills
 Time Management
 Research skills
 Communication
 Team Leadership
 Analytics
 Hardworking
Activities
I prefer reading books and watching television occasionally.