International Marketing Plan for Banotelli Wines in China

BSBMKG606
Manage International marketing programme

Business description
• Company name :Banotelli wines
• Location :McLaren Vale wines district of Australia
• owner: :Tony Bonatelli
• Products: :Merlot, cabernet sauvignon and shiraz
• Mission and vision : To produce a quality boutique wine at a reasonable price
• Operations : Australia, USA, France
• production :500,000 cases of wine per year and 30,000 cases per day
• Employees: :300
• Price ranges of products : $12 to $17 per bottle

 Opportunities in Chinese market
 Available markets- There are current companies in China operating wines business and therefore consumers are aware of the brand.
 High population- China has a high population offering an opportunity for a wide target segmentation of the Bonatelli Company products.
 Economic growth- China’s economic growth is growing significantly with country starting to have a high growth of middle.
 Cheap labor- local people in China offers cheap labor when compared to other countries like France and USA where Bonatelli is operating
 Potential risks
 Regulations- marketing trend of other firms might change. Bonatelli should monitor strategies, prices and launch of new products.
 Trends- some trends like change in traffics and taxes might affects the company operations in china.
 Other potential risks include demographic imbalances, political challenges, potential of unrest, market behavior changes, legal changes,
trade barriers and economic instability.
 International Marketing objectives of Bonatelli Company
 Brand localization- modifying Bonatelli products to suit Chinese culture, taste and preferences.
 Marketing communication- To provide marketing communication through Chinese medias in order to create effective brand awareness.
 Market research- conducting vivid market research to identify Chinese consumer needs.

Link between Objectives, risks and
opportunities
risks
Regulations
and trends Trade barriers Economic
instability
Change in
consumer
behavior
Demographic
imbalances
Opportunities
Cheap labor Economic growth High populations Ready markets
Objectives
Brand localization Market research Market communication