International Strategic Marketing

Running head: INTERNATIONAL STRATEGIC MARKETING
International Strategic Marketing
Name of the Student
Name of the University
Author Note

INTERNATIONAL STRATEGIC MARKETING1
Executive Summary:
The paper investigates the wine industry of New Zealand. The paper delivers important
information regarding the business processes of a selected brand named as Dan Murphy’s. In
addition to this, the paper evaluates the level of competition that the company is subjected to.
Other than this, the paper provides an important analysis regarding the internal environment
of the selected company. Along with this, the paper delivers an important analysis regarding
the appropriate competitive strategy for the mentioned company. The paper also includes a
feasibility examination on three different countries such as United Kingdom, Germany and
Australia. Other than this, the paper offers a significant set of strategic objectives for the
improvement of the business of the company. In addition to this, the paper offers a detailed
evaluation regarding the marketing strategies that are currently undertaken by the company
for improving their business. Apart from this, the paper identifies some of the important
measurements such as the capability of applying such tariff rates which are less than the rates
of the competitor organizations. Along with that, the success of the strategic plan of the
company is expected to be measured on the basis of the ability of the company in forming the
much required brand awareness amongst the customers of the new regions. The paper also
includes an important set of recommendations for the improvement of the business operations
of the company such as the improvement of the brand awareness along with the introduction
of the lucrative offers for the customers of the new regions.

INTERNATIONAL STRATEGIC MARKETING2
Table of Contents
Introduction:...............................................................................................................................4
Overview of the New Zealand Wine Industry:..........................................................................4
Overview of the brand:...............................................................................................................6
Market and Competitive Analysis:.............................................................................................7
Internal analysis:........................................................................................................................8
Choice of Competitive Strategy:................................................................................................9
Market Choice:.........................................................................................................................10
United States of America:....................................................................................................10
United Kingdom:..................................................................................................................11
Australia:..............................................................................................................................11
Strategic Objectives:................................................................................................................11
Multi- national Strategy:..........................................................................................................11
Concentration:..........................................................................................................................12
Target Market:..........................................................................................................................13
Mode of Market Entry:.............................................................................................................13
Planning and Implementation:.................................................................................................13
Products:...............................................................................................................................13
Pricing:.................................................................................................................................13
Promotion:............................................................................................................................15
Place:....................................................................................................................................15

INTERNATIONAL STRATEGIC MARKETING3
Marketing Approach:...............................................................................................................15
Key Measurements:..................................................................................................................16
Recommendations:...................................................................................................................16
Conclusion:..............................................................................................................................16
References:...............................................................................................................................18

INTERNATIONAL STRATEGIC MARKETING4
Introduction:
The paper is focused in the elaboration of the business process of one of the reputed
wine brand of New Zealand named as Dan Murphy’s. The company is a major brand of the
Countdown Supermarket of the nation (Countdown.co.nz, 2019). As Countdown is also a
member organization of the Woolworths Supermarket chain, Dan Murphy’s is also connected
to Woolworths which enabled the managers of the brand to attract considerable number of
customers across the globe. The paper is focused in creating a global marketing strategy for
the company.
The paper analyses the wine industry of New Zealand and along with that, the paper
also provides significant amount of information regarding the business operations of the
selected brand. Apart from this, the paper assesses the level of competition that the company
is facing in the nation in addition to the internal environment of he selected company. Other
than this, the paper provides an important analysis regarding the suitable competitive strategy
for the mentioned company. The paper also includes a feasibility analysis on three different
countries such as United Kingdom, Australia and Germany. In addition to this, the paper
provides an important set of strategic objectives for the improvement of the business of the
company. Along with that, the paper provides a detailed assessment regarding the marketing
tactics that are currently used by the company for improving their business. Apart from this,
the paper identifies some of the important measurements that the company is expected to
consider for the evaluation of the success of their strategic plan. The paper also includes an
important set of recommendations for the improvement of the business operations of the
company.

INTERNATIONAL STRATEGIC MARKETING5
Overview of the New Zealand Wine Industry:
The wine industry of New Zealand is observed to grow in a significant manner over
the years and that is pretty evident with the increment in the statistics of the industry. From
the statistics of the New Zealand wine industry, it is evident that the number of the wineries
have increased in a significant manner over the years which is evident with 673 number of
wineries of 2015 from 643 number of wineries of 2009 (Nzwine.com, 2019). Other than this,
the number of wineries in the year 2018 is seen to increase to 697 (Nzwine.com, 2019). On
the other hand, the number of growers is seen to decrease in a notable manner and that is
evident with 699 number of growers in the year 2018 from 1073 of 2009 (Nzwine.com,
2019).
With a precise focus on the vineyard statistics of New Zealand, the increased focus of
the government and various companies operating in the industry is pretty much
understandable. 37969 hectares of producing area along with 3% increment in every years is
seen to be significant in stating the growth of the industry (Nzwine.com, 2019). With a
precise focus on the wine industry of the nation, it is visible that the mentioned industry is
able to reach to an export value of 1.66 billion US dollars in the year 2017 (Nzwine.com,
2019). Along with that, the mentioned industry is providing 7349 number of employments in
the region. With a precise focus on the dynamics of the industry, it is understandable that the
new markets provides significant amount of opportunity to the wineries of the nation with
less than 5 million US dollars revenue (Deloitte.com, 2019). Other than this, the mentioned
industry is observed to have 247 number of cellar doors across the wine regions of the nation
(Deloitte.com, 2019). Apart from this, the New Zealand wine industry is observed to have the
biggest challenge and opportunities for the participant wineries in the form of the sales
margins. Considering the export in the mentioned industry, the growth of the industry is
pretty prominent. The New Zealand wine industry is seen to export more than 200 million