Accolade Wines Market Entry in Mexico

MARKETING REPORT
Profile International Markets
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Selection of a product or service.....................................................................................................3
Business objectives..........................................................................................................................3
Reason behind the selection of international market or country.....................................................4
Determination of the suitability of the product or service...............................................................4
PEST analysis of Mexico.................................................................................................................4
Evaluation of market opportunities.................................................................................................5
SWOT analysis of Hardy wines......................................................................................................6
Segmentation of the selected target country....................................................................................6
Selection of the target segment........................................................................................................7
Profile of the target segment............................................................................................................8
Developing a distribution strategy...................................................................................................8
Developing a positioning strategy...................................................................................................8
Calculating a break-even for a product..........................................................................................10
External environment.....................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing plan may be served as a blueprint outlining the business and promotional
activities performed by the company during the year. This presentation is based on the planning
of Hardy wines which seeks to offer its product in Mexico. Concerning this, the presentation will
shed light on the segmentation, targeting and positioning strategy of the firm.
Selection of a product or service
 To have a niche over the international market and mark global presence, the company has
selected Hardy Wine as its product.
 The organization owes its existence in 1853 by Thomas Hardy and further captured the
Australian market by becoming the largest winemaker. Now, Accolade wines enjoy
global business operations in UK, North America, South Africa, Asia, Australia etc.
 Latter is a global wine company which offers world’s best-known brands in all over
countries.
 Company attained success by offering wines in the major countries of the world such as
Australia, UK, US, Canada, Japan, China etc.
Business objectives
To carry the activities pertaining business in an appropriate manner, SMART objectives have
been developed by the firm which are enumerated below:
 Specific: To become a market leader in Mexico by offering the high quality wine at
affordable prices.
 Measurable: By making comparison of company’s performance against the benchmarked
one can easily be measured.
 Achievable: This can be very well understood with instance of Accolade wine company
which attained its objectives by making competent and strategic marketing plan (Meidan,
Moutinho and Chan, 2015).
 Realistic: Objective of the firm is realistic because people of Mexico consume more wine
and the organization offers this as per the taste of the customer.
 Time-bound: Business enterprise can easily attain this objective within the period of 2
years.
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Reason behind the selection of international market or country
 From the outcome of research, company decided to introduce its wine in Mexico.
 It is the most suitable country in terms of the growth and expansion of the business
operations and functions.
 Moreover, in Mexico, living standard of the people is very high. In addition to this,
strong demographics can be identified where houses are common and as dwelling as
compared to apartments (Xu and et,al., 2016).
 Besides this, people of Mexico prefer to opt wine with the food which entails their
lifestyle or pattern.
 Further, in the accounting year 2015 sales of wine has augmented with the very high
pace.
Customers have knowledge about the wines which are available in the market and uses as
beverages on the special occasion or purpose. In this, by offering wine in Mexico Accolade wine
will able to get the desired level of outcome or success
Determination of the suitability of the product or service
PEST analysis of Mexico country
 Political factors
 Economic factors
 Social factors
 Technological factors
In order to analyse the extent to which company will attain success by offering the wine in
Mexico PEST analysis has been undertaken (Fenzi and et.al., 2015). Moreover, political,
economic, social and technological factors have high level of influence on the growth and
performance of the firm. Hence, by evaluating such factors business enterprise can frame cost
effectual competent and strategic framework for the near future
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