Ask a question from expert

Ask now

Marketing Case Study of Majestic Wine Warehouses Limited

20 Pages3303 Words278 Views
   

Added on  2019-10-09

Marketing Case Study of Majestic Wine Warehouses Limited

   Added on 2019-10-09

BookmarkShareRelated Documents
Marketing 1Case Study: Majestic Wine Warehouses Limited Unit Code:Unit Title:Assignment Title:Student Code:
Marketing Case Study of Majestic Wine Warehouses Limited_1
Marketing 2Table of Contents1.Introduction...................................................................................................................................3Majestic Wine Warehouses ltd Overview..............................................................................................3Marketing Environment.........................................................................................................................4Internal Environment.........................................................................................................................4Micro Environment............................................................................................................................4Macro Environment...........................................................................................................................4Ansoff’s Matrix......................................................................................................................................5Market Penetration...........................................................................................................................6Product Development........................................................................................................................6Diversification....................................................................................................................................7Market Development........................................................................................................................7Segmentation, Targeting And Positioning (STP) Analysis.......................................................................8Marketing Mix for the Selected Target Market.....................................................................................9Product..............................................................................................................................................9Price...................................................................................................................................................9Promotion........................................................................................................................................10Conclusion...........................................................................................................................................10Reference.............................................................................................................................................11
Marketing Case Study of Majestic Wine Warehouses Limited_2
Marketing 31.IntroductionMarketing is a very essential component to the success of any business in the current competitive world. Companies use marketing as a process that endeavors to introduce goods and services to potential buyers. Marketing in the company may be in the form of promotionsof company goods and services, public relations to depict the company image positively in the public eyes, sales and extensive advertisement (Meleroet al., 2016). It is vital for businesses yearning to expand their operations into new markets to extensively embark on product promotion and advertisement in the new potential market to increase customer awareness about their products (Homburg et al., 2015). This report therefore looks into the marketing strategies of Majestic Wine ltd. The report covers five sections; company introduction, the marketing environment, the Ansoff’s matrix, the company’s segmentation, targeting and position analysis and finally the conclusion.Majestic Wine Warehouses ltd OverviewMajestic Wine is one of the leading wine retail firms in United Kingdom with around 211 stores. It was set up in the year 1980 By Sheldon Graner who had unrelenting passion in wine brokerage entrepreneurship (Majestic Wine plc. 2015). In 1991, Wizard Company acquired Majestic coming up with a formidable Majestic Wine Warehouses brand. In 1996, Majestic Wine Warehouses went public thus started floating its shares on the alternative investment market (Li et al., 2014). The company acquired Naked Wines in 2015 an online international wine business with a wide range of online customers globally. Currently the revamped Majestic Wine warehouses are headed by one Rowan Gormley formally the Naked Wines CEO headquartered at Hertfordshire in Watford UK (Majestic Wine plc. 2015). It targets middle
Marketing Case Study of Majestic Wine Warehouses Limited_3
Marketing 4class customers as their core clients in London and southeast part of UK. Majestic anticipates to expand its operations to the entire UK market and France (Richardson & Evans, 2007).Marketing Environment Companies marketing environment comprises of myriad factors that affect their operations. The firm’s marketing strategists can check most of these factors in the marketing environment; others cannot (Majestic Wine plc. 2015). Marketing environment is classified into three categories:Internal EnvironmentThis involves factors within the company, which can be controlled by the company itself. The internal environment factors that Majestic wines warehouse is faced with involves production materials, Production machineries, employees, Capital assets, company procedures and policies (Ramaseshan et al., 2013).Micro EnvironmentMicroenvironment factors have immense influence on the operations of Majestic Wine Warehouses Company. It involves factors that are in close proximity with the company or operate in the same wine industry with the Majestic wine firm. Components of microenvironment include banks, company customers, and competitors, well as trade unions (Yadav & Pavlou, 2014). Macro Environment These environments contain factors whose impacts on the company last long term. Majestic wine firm has no control over it. However, they yield great impact on the company’sstrategies. These are national factors or even global factors due to globalization. They includeeconomic factors and changes in VAT and Technological advancement (Meleroet al., 2016). the firm must constantly keep on analyzing this environment using PESTEL analysis to take
Marketing Case Study of Majestic Wine Warehouses Limited_4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Marketing
|10
|1606
|35

Assignment on Marketing Principles - Sainsbury
|27
|10156
|273

Business Strategy in Virgin Mobile (PDF)
|19
|5357
|361

Brand Extension
|10
|640
|20

Planning for Growth Assignment - Austin Fraser Ltd
|5
|457
|444

Foundations of Business Management
|11
|3817
|28