International Strategic Marketing for Huia Wines

Running Head: Marketing
0
HUIA WINES
International strategic marketing
7/2/2019

Marketing
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Executive Summary
The report has prepared so that strategies for entering the international market can be
analyzed. In this report, the strategies are prepared to enter the new market of India, China and
France by targeting their audience. The Huia Company has several brands of wines so they were
offering many products to the customers. The company has made the strategy to adopt the multi-
market strategy and target the specific market when they enter the new market. To enter the new
market they will adopt different entries such as contract through agents or distributors so that
more connection with local people can be done.
The company Huia Vineyards was started in 1990 and it was owned and run by the Claire
and Mike Alla (Rainford, 2017). The company produces the handcrafted quantity wines which
were certified and working bio dynamically and serve the people in the most natural way
possible. The company sells the wines to over the 40 countries and since 2005 they were
delivered over the 18000 cases (Castellini, et al., 2014). Different brands of the company are
stated below:
Huia Sauvignon Blanc: In this brand, the stony sandy loams soils are used and they
provide the herbaceous notes. When the grapes are pressed and juice is prepared then it goes
under the natural fermentation through the dry style and adds complex and richness to the wine.
Huia Pinot Gris: This brand of the wine is grown into the clay soils and stony soils and
the grapes are ripening eventually when bunches are thinned. The juice goes to the natural
fermentation before the neutral oak French barrels and then it is inoculated with the fermentation
and wine yeast. (Heil, 2014).
Hunky Dory Sauvignon Blanc: From the three sites of the vineyard the Sauvignon
Blanc is sourced. The highly flavored grapes are provided by the Rapaura vineyard which
reveals the characteristics of passion fruit, tropical, and guava. These wines offer the tropical
fruit notes and they were packed with the lime flavors and fresh gross berry.

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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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Part one: Situational Analysis
Overview of the NZ Wine Industry
The company also provides online services in which they order the product to know that
delivery is guaranteed. They are offering the many brands which the different prices. The
company makes the wines by the hands-on producer so in the final wine they allow the elements
of the earth to be expressed. All the wines of Huia label are made using the biodynamic method
and they work in the vineyards. The company has made a strong relationship with the customers
as they are committed organic growers so that they can produce the Hunky Dory Label
(Wiedmann, et al., 2014).
There was the rare bird Huia which was the legendary bird native to New Zealand. The
feathers of this bird are said to be the symbols of the elegance, wisdom, and dignity. These
philosophies are used at the Huia Vineyards for making the selection of the organic wines
(Ozsomer, et al., 2013). It was the extinct species of the extinct New Zealand wattlebird and this
bird was remarkable in the whole world for the pronounced sexual dimorphism. At the
Vineyards of the company, they do not use the insecticides, pesticides or herbicides and they also
eliminate the use of artificial additives. The company basically used the wild yeast ferments and
the leaves which are used are full of the natural texture (Spiller and Bhowmick, 2014). The use
of the fermentation is also declined in making the wine process but the biodynamic growing is
used for the vineyard organic program. The company delivers the favorite drink of their
customers to their door with full of safety by carrying them in the proper box.
Overview of the business/brand
The company has many organic brands which were very famous which is stated below:
Huia bubbles: When the season is right these wines are served as they are made of the
traditional method in which the pinot noir grapes and brut rose are used. To protect the natural
acidity in the berries leaf cover are used. The grapes are harvested with the hand and then it is
pressed to produce the juice (Nicoulaud, 2016).