Marketing Plan of Saint Clair Family Estate | Assignment

MARKETING
PLAN
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EXECUTIVE SUMMARY
This assignment describes marketing plan of Saint Clair Family Estate and strategies that
will be adopted for implementing the plan are also mentioned in the report. Marketing plan is
formulated for distributing and selling products of the organization in an effective manner. In the
present marketing plan of Saint Clair Family Estate has been explained and strategies that company
will use for achieving their set objectives have been described. The major objective of the firm us to
gain market share up to 5% in targeted market segments. Marketing mix consisting of 4P (product,
place, promotion, price) has been explained. Furthermore implementation plan for the strategies
formulated have been discussed and methods for monitoring is also described. In addition to this
some contingencies have also been observed which can cause troubles and risks in implementing
the marketing plan. It is vital that systematic procedure should be adopted for implementing the
strategies. Some suggestions have been mentioned to counter the contingencies and to avoid risks
that can occur while implementing the marketing plan developed by management of Saint Clair
Family Estate.
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TABLE OF CONTENTS
EXECUTIVE SUMMARY..................................................................................................................2
INTRODUCTION ...............................................................................................................................6
CONCLUSION .................................................................................................................................12
REFERENCES...................................................................................................................................14
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INTRODUCTION
Saint Clair Family Estate is leading wine manufacturing company of New Zealand. Wide
range of winery is offered by the company and it includes auvignon Blanc, Chardonnay, Riesling,
Noble Riesling, Pinot Gris, Gruner Veltliner, Gewurztraminer, Viognier, Rose, Pinot Noir, Merlot,
Cabernet Merlot, Malbec and Syrah. The winery machine of the organization is capable for
crushing 400 tonnes of fruit per day and high tech monitoring software have been implemented for
ensuring quality of wine made in the enterprise. The value of New Zealand wine exports grew a
further 7%, to reach a new record of $1.42 billion this year. This pushed wine to become New
Zealand’s sixth largest export good by value. SWOT analysis of the enterprise shows that Saint
Clair Family Estate owns reputation in market and has won many awards for quality of wines
supplied by them. Wide range of wines are offered by enterprise and it supports in satisfying needs
of their consumers. The company is not having strong presence on social media platform and due to
which less promotions is done about attributes and features of the product offered by the company
(Wilson and et.al., 2012). Company faces many threats due to brown marmorated sting bug that
could cause millionaire damages in the organization. Currently operations of the business are
located in local market areas on New Zealand. Targeted market segments for the company includes
Asian, Australia, Europe and South American market area. Stakeholder analysis of the business
shows that company can provide wine for some luxurious hotels, as Emirates Palace in Abu Dhabi
and The London five-star hotel Claridge.
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