Marketing Strategy for Golden Grape Winery in Australian Wine Industry

Executive summary:
The purpose of the report is to conduct both micro as well as macro analysis of the
Australian wine industry in order to develop marketing strategy for the Golden Grape
company. In order to understand the external environment of the mentioned company,
PESTLE analysis as well as analysis of Swine valley, popular tourist region where the business
will be established has been conducted. Along with that, in this report, the food options that
have the potential to attract both local as well as international consumers will also be
provided in this report. Apart from that, recommendation of the population that needs to
be targeted by the Golden Grape Company will also be provide in this report. A Brief
discussion about the best option of sales distribution of the company will also be conducted.

Introduction:
The term winery is referred to a property that produce wine or a business that is
involved in the production of wine. Wine companies generally own several wineries.
According to researches, the Middle East has been found to be the place where wine
making was invented. In 2011 a team of archaeologists discovered a 6000 year old wine
press in a cave in the Areni region of Armenia and identified the site as a small winery.
However, with the enhancement of time, wineries have spread at different parts of the
world. Australia is considered to be the home of the oldest vines across the world that date
back to the 1850 (Chong, 2014). Today, the Australian wine industry produces wine from
more than 150 varieties of grape. Australian wide industry of today demonstrates the
diversity of the Australian population and the unique regional characteristics of the origin of
the winemaker. As per the data obtained, a commendable amount of the revenue of
Australian government is generated by the mentioned industry. When it comes to wine
tourism, it can be defined as the number of tourists that visit an Australian region where
wineries are located. Considering the fact that the Australian Wine is highly popular in the
international market, the demand for the same amongst the tourist are high (Bianchi, C.,
Drennan & Proud, 2014). Thus it can be clearly understood that the mentioned industry is
highly saturated. The Golden Grape winery wants to establish business in the Australian
Wine industry. The preferred location of the mentioned company is Swan Valley. In this
report, both macro as well as micro environmental analysis of the Golden Grape winery will
be conducted in order to analyze and evaluate the external market of the company. Along
with that, recommendations for target market, food options and design of the hotel will also
be provided in the report.
1.1 NEED MORE REFERENCES
The wine industry that has been existing in Australia might be termed to be the fourth
largest exporter of wine in the world. The wine that is exported from Australia
approximately amounts to almost 750 million liters while the amount that is consumed
within the political territories of Australia amount to almost 40% of the total amount of
wine that is produced within the country (Abs.gov.au., 2018). The Australian wine industry is
known to contribute a huge amount towards the growth of the Australian economy on the
various activities that are linked to the industry like the activities that pertain to the

production of the wine, the employment of the various residents of the area, the huge
division of the export industry that is related to the export of the wine manufactured in the
country as well as the tourism industry that is dependent on the wine industry (Lereboullet,
Beltrando & Bardsley, 2013).
The wine tourism within the country might be referred to the number of visits that are
conducted within the areas where the wineries are located. This helps the concerned
visitors to experience the uniqueness of the Australian lifestyle that is related to the stages
which are included in the production of the wine in Australia (Pratt & Sparks, 2014). This
might also include the various factors that are related to the entertainment of the tourists
inclusive of the food, the wine, the features of the landscape and the various other cultural
activities that are undertaken by the people who have been residing within the territorial
boundaries of Australia (Fleming et al., 2014).
1.2 GIVE AN ACTUAL FIGURE OF HOW MANY DAYS VISITORS STAY IN THIS
WINERY – MORE REFERENCES
The Swan Valley in Australia is located at the upper reaches of the Swan River that is
existent between Bells Rapids and Guildford in the western Australia. The area is well known
for the wineries that are present within the area. The concerned area attracted a huge
footfall in the area due to the wine tourism that is present in the area. These visitors are
generally observed to be both of the international as well as Australian origin (Thomas,
Quintal & Phau, 2018). The major purpose of the visitors is to explore the wine trails within
the concerned region and the general length of the stay of the visitors have been known to
visit the area during the months of September and November. Local as well as national
visitors generally spend 10-15 days in the wineries. When it comes to international lvisitos
they generally prefer to stay at Swan Valley for approximately half to one month (Varsei, M.,
& Polyakovskiy, 2017). The other regional attractions present within the concerned area are
the activities that pertain to the whale watching, racing, camping and the other such
adventurous activities. The area is known for the various festivals and the events related to
the wine tasting and the knowledge in the various matters that have been related to the
production and the brewing of the wine (Quintal, Thomas & Phau, 2015). The wine tourism

within the area has also opened the doors to the cellars and the other wine galleries that
are present within the Swan Valley, Western Australia.
Details Lamont’s Winery and
Food
Houghton Western
Australia
Sandalford
Location and
proximity
85 Bisdee Rd, Millendon
WA 6056
Middle Swan,
Western Australia,
Australia
3210 W Swan Rd,
Caversham WA
6055
Key products and
services
There are many kind of
wine which Include red
wine, white wine and
fortified.
There is also have a chain of
restaurant serving food and
wines. It located in Margaret
River, Smiths Beach and
Swan Valley (Mozell &
Thach, 2014).
There are many kind
of wine including
red wine and white
wine, such as
Chardonnay,
Grenache, Cabernet
blend, Merlot, Red
blend, etc.
There is a coffee
shop, it called
Houghton Winery
Café, with many
delicious foods,
desserts and serving
Houghton Wines.
They hold functions
and weddings as
well.
There are including
red wine, white
wine, sparkling,
fortified and dessert
wine.
They hold functions
and weddings as
well.
Key features and
benefits
- High quality at
large flow rates
- this selective
processing
machinery
improves quality
- Higher
volume for
demanding
businesses
- Improved
efficiency
- Respect for
grapes &
stalks
- Stainless
steel
pressing

and efficiency
- provide gentle
pressing and skin
contact for red
wines
- increased capacity
for independent
winemakers
during
fermentation
- Increased
yield.
cage
- Increased
capacity for
independent
winemakers
Pricing policy - Price is around
from $25AUD to
$55AUD without
discount for all
wines.
- For foods, it costs
from $10AUD to
around $50AUD,
depending on which
kind of food ( entree,
fine dining or
brunch) (Santini,
Cavicchi & Casini,
2013)
- Wine price is
up to
$8AUD,
depending
on which
kind of wine
and which
product’s
year or
seasons or
which
edition
- Food price is
from
$10AUD to
$60AUD,
including A
la carte, Kid,
Picnic or
Banquet.
- Wine price is
from
$14AUD to
$120AUD
depending
on which
kind of wine
Target market/s Depending almost on age
segmentation and income
segmentation. With the price
There are many
diversified sort of
wines. Consumers
With the good price,
there are suitable for
many type of

is not really expensive, the
target market are almost the
“ Price Driven” ( kind of
people do not want to spend
money a lot) and the “
Engaged Newcomers” ( kind
of young people, socialized
people and do not know
much about wine) (Robinson
& Harding, 2015)
will choose wine
depending on
quality and variety
of wines. Besides,
they choose wine
depending on wine
region, label, brand
and life styles. There
are the “Image
Seekers” and the “
Enthusiast” ( who
have basic wine
knowledge)
people, from young
to older people, both
female and male.
With the expensive
wines, it will be sale
to high-income
consumers. With the
normal wines, it will
be sale to young-
aged adults drinking
at the party or
people who want to
drink wine almost
every day.
Marketing
initiatives
They have many effective
events for customers
(Fleming, Park & Marshall,
2015). For example, they
hold some fantastic
celebrations to show their
appreciation to customers, in
which customers can enjoy
discounts and a delicious
menu.
They market
themselves as
Australia’s third
oldest winery. They
also hold occasional
events at their
winery to attract
customers such
as “Father’s day at
houghton” “back
vintage degustation
with herb
Faust” “houghton
after dark”
They attempt to
appeal to the
Chinese as one of
their target markets.
(Their website is
available in both
English and Chinese
language. some
events targeted at
the Chinese)
Website
effectiveness
Their website is very
visually attractive with
many impressive and
stunning photos; and is
easy to navigate.
Outdated
website, they are not
keeping with the
times.
Their website is
visually stunning and
attractive with many
beautiful photos that
extend throughout the
entire display screen.