Marketing
2
Contents
Executive Summary.........................................................................................................................1
Part one: Situational Analysis..........................................................................................................3
Overview of the NZ Wine Industry.............................................................................................3
Overview of the business/brand...................................................................................................3
Market and Competitive Analysis................................................................................................4
Internal Analysis..........................................................................................................................5
Part Two: Strategy...........................................................................................................................5
Choice of Competitive Strategy...................................................................................................5
Country/Market Choice................................................................................................................6
Strategic Objectives.....................................................................................................................6
Part Three: Planning and Implementation.......................................................................................8
Part four: Identify some key measurements you would use to track the progress of your strategic
plan................................................................................................................................................11
References......................................................................................................................................13

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