Marketing Case Study of Majestic Wine Warehouses Limited

Added on - 09 Oct 2019

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Marketing1Case Study: Majestic Wine Warehouses LimitedUnit Code:Unit Title:Assignment Title:Student Code:
Marketing2Table 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, TargetingAndPositioning (STP) Analysis.......................................................................8Marketing Mix for theSelectedTarget Market.....................................................................................9Product..............................................................................................................................................9Price...................................................................................................................................................9Promotion........................................................................................................................................10Conclusion...........................................................................................................................................10Reference.............................................................................................................................................11
Marketing31.IntroductionMarketing is a very essential component to the success of any business in the currentcompetitive world. Companies use marketing as a process that endeavors to introduce goodsand 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 inthe public eyes, sales and extensive advertisement (Meleroet al.,2016). It is vital forbusinesses yearning to expand their operations into new markets to extensively embark onproduct promotion and advertisement in the new potential market to increase customerawareness about their products (Homburget al.,2015). This report therefore looks into themarketing strategies of Majestic Wine ltd. The report covers five sections; companyintroduction, 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 around211 stores. It was set up in the year 1980 By Sheldon Graner who had unrelenting passion inwine brokerage entrepreneurship (Majestic Wine plc. 2015). In 1991, Wizard Companyacquired Majestic coming up with a formidable Majestic Wine Warehouses brand. In 1996,Majestic Wine Warehouses went public thus started floating its shares on the alternativeinvestment market (Liet al., 2014).The company acquired Naked Wines in 2015 an online international wine businesswith a wide range of online customers globally. Currently the revamped Majestic Winewarehouses are headed by one Rowan Gormley formally the Naked Wines CEOheadquartered at Hertfordshire in Watford UK (Majestic Wine plc. 2015). It targets middle
Marketing4class customers as their core clients in London and southeast part of UK. Majestic anticipatesto expand its operations to the entire UK market and France (Richardson & Evans, 2007).Marketing EnvironmentCompanies marketing environment comprises of myriad factors that affect their operations.The firm’s marketing strategists can check most of these factors in the marketingenvironment; others cannot (Majestic Wine plc. 2015). Marketing environment is classifiedinto three categories:Internal EnvironmentThis involves factors within the company, which can be controlled by the companyitself. The internal environment factors that Majestic wines warehouse is faced with involvesproduction materials, Production machineries, employees, Capital assets, companyprocedures and policies (Ramaseshan etal.,2013).Micro EnvironmentMicroenvironment factors have immense influence on the operations of MajesticWine Warehouses Company. It involves factors that are in close proximity with the companyor operate in the same wine industry with the Majestic wine firm. Components ofmicroenvironment include banks, company customers, and competitors, well as trade unions(Yadav & Pavlou, 2014).Macro EnvironmentThese 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
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