Marketing Proposal for Sula Wine

This marketing proposal discusses the plan for Sula Wine to enter the Singapore market, including a mission statement and situational analysis. The external environment analysis reveals factors such as government policies and tax rates that influence the wine industry in Singapore. The report also highlights Sula Wine's initiatives for sustainability and marketing strategies for promoting their products.

RUNNING HEAD: Marketing Proposal for Sula Wine
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Marketing Proposal for Sula Wine
Marketing Management)

Marketing Proposal for Sula Wine 1
Table of Contents
Executive Summary.........................................................................................................................2
Mission Statement...........................................................................................................................2
Situational Analysis.........................................................................................................................3
External environment Analysis....................................................................................................3
References........................................................................................................................................4

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Executive Summary
Marketing management is the organizational discipline, which focuses on the practical
application of marketing orientation, techniques and methods inside enterprises and
organizations and on the management of a firm's marketing resources and activities (Iacobucci,
2016). The marketing plan is prepared for assisting Sula Wine while entering in the market of
Singapore. Sula Wine is the winery which is situated in Nashik that in the region of the western
India. The plan of marketing is created to provide the guidance to the company on
communicating the benefits as well as distinctive features of products according to the needs of
prospective consumers. In this report, the mission statement is discussed as well as situation
analysis of Singapore is done. The situational analysis defines the collection of various methods,
which is used by the managers as well as executives to examine the external environment of the
organization to understand the consumers as well as environment of the business (Martin, Scott,
& Thompson, 2017). It is the second plan while preparing the marketing plan for the company.
In this, the external environment shows that the policies of the Singaporean government as well
as high rate of tax influence the wine companies other factors like consumption rate, interest rate
is influenced in positive manner.
Mission Statement
Sula Wine is a winery , which is located in the Nashik region of western India, after
launching its first wines in the year 2000; Sula expanded its business in approximately 1800
acres across Nashik as well as in the state of Maharashtra. Sula Wine holds the 70% of market
share in the Industry of Indian wine (Lopez, 2016). The revenue earned by the company in the
year 2018, was Rs. 454 Crore (Rai, Huynh, Kim, & Tagkopoulos, 2019). The company exports

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to the thirty countries that are Asia, Canada, USA as well as Europe. The objective of the
company is to produce the world well-known wines and would be recognized as well as expands
by offering the high-quality products to the customers. The aim of the company is also to make
the strategies for the business to increase the production through integration with sustainability
by using the natural resources as well as practices of eco-friendly. The company also made
various initiatives for protecting the environment that is 49 percent of the winery business is
managed on the solar energy (Lopez, 2016). Sula wines produce several quality products for
accomplishing the overall goal of the company that is it offers five different types of wines; some
are red wine, white wine etc. The company adopts various marketing strategies for promoting the
products which includes just-in-shop promotion; it also provides the complementary glasses to
the consumers in the bars, hotels and also restaurants. However, Sula wines also does the internet
marketing for promoting the product, this helps the company in reaching the large number of
target audience.
Situational Analysis
External environment Analysis
The External environment affects the wine industry that is higher rate of tax, which is for
the turnover of more than $320000 the tax rate is 22%, which influence the wine industry
(Murniati & Mus, 2019). The policy made by the government of Singapore, which was mainly
for the wine industry that is for the excise tax, GST of 7% is applied to the goods, which is
imported (Phijaisanit & Myles, 2019). The increases in the population that is in the year 2018, it
was 5.81 million, which affect the wine industry in positive manner because of raise in the
demand. The interest rate was also stable which 1.66% in 2019 (Aldayel & Fragouli, 2018). The

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consumption rate of wine in the 2017 was increased by 22% in Singapore and 10.5% of the
population prefer red wine (Puligundla, Pyun, & Mok, 2018). The 25-50 age population
consumed ore wine in 2017 as well as majority of the customers were male in Singapore. The
sorting machine used by various wine companies in Singapore like Company of Straits Wine,
which helps them to remove lower quality grapes from harvesting. The Wine companies in takes
various initiatives to protect the environment that is CO2 emissions reduction by the 1500 tones
as well as reduction of 20% in the footprint of carbon (Murniati & Mus, 2019). The government
of Singapore also provides grant of the Intellectual Property and offer the Productivity as well
credit of innovation for developing the companies as well as their expansion.

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References
Aldayel, M., & Fragouli, E. (2018). Risk management and performance: a case study of credit
risk management in commercial banks. The Business & Management Review, 10 (1),
169-183.
Iacobucci, D. (2016). Marketing Management. Boston: Cengage Learning.
Lopez, R. H. (2016). Sula Vineyards (B)-Sustainable Growth? Wine Business Case Research
Journal, 1 (1).
Martin, F., Scott, J. M., & Thompson, J. (2017). Strategic Management: Awareness and Change.
Boston: Cengage Learning.
Murniati, S., & Mus, A. R. (2019). Effect of Investment Decisions, Financing Decisions and
Dividend Policy on Profitability and Value of The Firm. International Journal of
Accounting & Finance in Asia Pasific (IJAFAP), 2 (1).
Phijaisanit, E., & Myles, G. (2019). Regimes for Taxing Goods and Services in a Non-
Uniformity Setting: Policy Implications for the ASEAN Economic Community.
SOUTHEAST ASIAN JOURNAL OF ECONOMICS , 123-146.
Puligundla, P., Pyun, Y.-R., & Mok, C. (2018). Pulsed electric field (PEF) technology for
microbial inactivation in low-alcohol red wine. Food science and biotechnology, 27 (6),
1691-1696.
Rai, N., Huynh, L., Kim, M., & Tagkopoulos, I. (2019). Population collapse and adaptive rescue
during long‐term chemostat fermentation. Biotechnology and bioengineering, 116 (3),
693-703.

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