Opportunity Identification and Market Strategy for Monte Creek Ranch Winery

This report discusses the marketing activities of Monte Creek Ranch Winery, a Canadian winery. It includes an overview of the company, mission and vision statements, B2B marketing objectives, product-market analysis, SWOT analysis, and more.

Running head: OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Assignment 1, 2, 3 and 4
Submitted by:
AnjamPalikkandiNazar
T00575961
Thompson Rivers University

2OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Table of Contents
Part 1................................................................................................................................................4
Introduction..................................................................................................................................4
Overview of the Chosen Company..............................................................................................4
Part 2................................................................................................................................................5
Opportunity Identification and Marketing Strategy Development..............................................5
Mission Statement of the Company.............................................................................................6
Vision Statement of the Company...............................................................................................7
B2B Marketing Objectives of the Company...............................................................................8
Product-Market of the Company.................................................................................................8
SWOT Analysis.........................................................................................................................10
Resource Analysis.....................................................................................................................11
Competitive Advantage Analysis..............................................................................................12
Competition of the Chosen Company........................................................................................12
Porter’s Five Forces...................................................................................................................12
B2B Marketing Strategy for the Company................................................................................13
Part 3..............................................................................................................................................15
Consumer Behavior and Purchasing Process Analysis.............................................................15
Research and Analysis of the Purchasing Process of the Targeted Business Customers..........15
Analysis of the Typical Behaviors of the targeted customers...................................................16
References......................................................................................................................................17
Appendices....................................................................................................................................20
Appendix 1.................................................................................................................................20
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3OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Figure 1: Retail Sales of Wine in British Columbia..................................................................20
Appendix 2.................................................................................................................................21
Figure 2: Channel Sales Mix of Monte Creek Ranch Winery...................................................21
Appendix 3.................................................................................................................................22
Figure 3: Wine Marketing Methods and Results of Monte Creek Ranch Winery....................22
Appendix 4.................................................................................................................................23
Figure 4: Australian Competitive Wine Market........................................................................23
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4OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Part 1
Introduction
The following report is based on the discussion of the marketing activities of a specified
Wine company in Kamloops, Canada. The report will integrate the different marketing concepts,
business marketing, strategies of marketing and some other theories in marketing to develop an
effective marketing plan. My chosen company is Monte Creek Ranch Winery and this report
highlights the different kinds of marketing features of the company that helps it to achieve a
unique identity in the Canadian Wine Market.
Overview of the Chosen Company
Monte Creek Ranch Winery Company has been one of the best winemakers of Canada.
Before providing an overview of the company it is important to provide a brief history of the
area where the firm is located (montecreekranchwinery.com, 2018). The organization is based in
the Thompson Valley which was once the hotspot for all types of people especially the most
notorious train robbers like Billy Miner. They targeted the area as it fetched them huge wealth
during the building of the West. The area is located along the South Thompson River and to the
east of the Kamloops region. The area was also known as “Ducks” just because a British settler
named Jacob Ducks ranched the particular area for a long time.
The present-day Monte Creek area of Canada is famous for the farming of vines and
grapes that are needed to produce wines. it was not before the year 2009 when the large property
was bought by a business family who utilized the vast land and established a large winery and
grape yard that provided the raw material for the production of Canadian Wine. The ranch now
spreads over more than 1200 acres and houses 75 acres of planted vineyards on either side of the
river. The focus of the company is to grow a strong vineyard and to raise healthy cattle. The
company has opened a Tasting room for the public and an open terrace restaurant where people
can enjoy a large variety of wine in a great atmosphere.
The presence of an agricultural background within the organization is one of the biggest
advantages for the owners of the company as because it helps them to provide great importance
to have a healthy Permaculture to ensure diversity in the use of the agricultural land use. The
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5OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Ranch is owned by the local BC family (montecreekranchwinery.com, 2018). Though the control
of the business is totally in hands of the family, the owners have appointed a group of trusted
team of on-site professionals to manage the daily winery activities and ranch operations.
The General Manager of the company is Erik Fisher who brings along with him 20 years
of sales, marketing and hospitality experience with him. He was selected as the General Manager
because of his earlier working experience with the largest Canadian owned Wine Company in
Andrew Peller Limited. His engagement in the launch of Red Bull Energy Drink is a great
achievement for him and has surely played a major role in his selection as the General Manager
of the company. Apart from him, there are other experts like Rudi Eiter (Operations Manager),
Ashley Demedeiros (Marketing Manager) to name a few.
Part 2
Opportunity Identification and Marketing Strategy Development
The management of the business has decided to export “2016 Hands up White Wine”, a
unique product of their company to Australia. The export of the wine in Australia will help the
organization to attain the status of a truly global company. The selection of Australia for the
export has been because of the highly profitable wine market of the country and the Australian
customers liking for different varieties of Wine (montecreekranchwinery.com, 2018). The
opportunity identification and the development of the strategy have been completed after the
analysis of the mission and vision statement along with the analysis of the different marketing
objectives of the organization. The different marketing features of the organization have been
listed below accordingly.
Mission Statement of the Company
Monte Creek Ranch Winery is one of the best wineries of Canada. The Company is
owned by a family has formulated its main vision to produce wines and other farm fresh products
that enrich the life and express the uniqueness of the Thompson Valley vineyards, blueberry
plantation and grape yards of Canada (montecreekranchwinery.com, 2018). The tasting room and
the open terrace restaurant is one of the biggest attractions for the people who love to have wine
in a picturesque locality. The luxury service along with a warm hospitality towards the customers
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6OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
is one of the major strengths for the company (montecreekranchwinery.com, 2018). This is
achieved by providing great training to the employees of the organization. Apart from this the
company also aims to achieve the top spot in Canada in terms of Wine Quality and production in
the next few years.
The people being the foundation of the company, the management of the organization
values the people very much. The employees are provided with a safe and secure workplace,
whereas the customers are provided with a friendly and warm atmosphere that helps in the
creation of a strong bond between the employees and the customers with the management of the
organization (Olsen, Wagner &Thack, 2016). A relationship is considered to be a bond that
unites the people and helps to value the authentic and reliable relationships among the people
including the employees and the customers.
Persistence and determination above talent and genius help to drive the business onward
during times of strength or during an ongoing severe crisis. The presence of such a mission
statement of the company helps them to overcome the hurdles that generally occur in a highly
competitive environment. The company also recognizes quality, dedication, passion, and
leadership as their main aims.
Vision Statement of the Company
The area around the winery is recognized as one of the top regions producing wines
across the globe. The main vision of the company is to enrich the lives of the people who love to
have wine (montecreekranchwinery.com, 2018). The aim of the company is to produce the best
quality wine for the people. The vision statement of the company is in lines with its ambitions to
be the best and the largest winemakers of Canada and increase its global presence. The vision
statement along with the mission statement of the company has been formulated to help the
company be the best among the other Wine making countries of the North American country.
The company aims to achieve the different visionary goals by a different process. The
management of the company has formulated a number of different visionary goals. The British
Columbia Wineries that owns the Ranch are knowledgeable enough about their role and purpose
of the BC Wine Institute in contributing to the success of the business
(montecreekranchwinery.com, 2018). It maintains a clear and transparent process for responding
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7OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
to different kind of matters that generally have the potential to impact the BC institute and the
wine industry owned by the group. The company also supports and helps in the growth of the
different brands of Wine by labeling them with a premium BC Wine standard. A setting of the
standard helps the organization to make the different brands the primary choice of the customers.
B2B Marketing Objectives of the Company
According to, (Bresciani, Ferraris, Santoro & Nilsen, 2016) there are different types of
firms that apply the B2B marketing strategies in their organization. These types of organizations
often think of direct and outbound techniques that help them to communicate directly with the
clients or the prospective buyers of the organization. However, the change in the world of B2B
marketing strategies and the behavior of the professional service buyers have forced the
management of the firms to change their marketing strategy and select a different kind of
strategies that can be helpful for the organization.
The main objectives of the company are to penetrate the niche Australian market by
selling their wines to the selected range of the customers in Australia. The management of the
Monte Creek Ranch Winery employed their marketing team in Australia to identify and mark out
the market for the product. The organization has decided to set up a new distribution channel that
will be effective for the proper sell of the products. The company wants their product to set up a
new mark in the category of fine blended western wine that has a healthy demand among a large
number of Australian residents.
Product-Market of the Company
The management of the company intends to launch the “2016 Hands up White Wine”in
Australia. The choice of Australia has been made because of the large market for Wine in the
country. The love for Wine and the different types of wine varieties is one of the major reasons
for the export of the wine in the country. Australia as the product market of the company is thus
quite well suited and offers the prospect of profitability to the company. The new wine which
will be exported to the country is unique because of the blend of Anjou pear, fresh cut pineapple,
jasmine, and lemon custard. Apart from this feature the wine also provides a great mix up of
tropical fruits that help it to give a unique essence.
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8OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
The following Wine thus provides a unique European blend to the taste of the wine which
will be highly appreciated by the Australian customers. The introduction of the “2016 Hands up
White Wine”will pave the way for more and more such different products of the company
which on the other hand will enhance the global outreach of the organization. According to the
management of the company, innovation will be the key to the success of the company.
Innovation will help the company to set up its business in an effective and proper manner in the
highly competitive market of Australia. The market research of the company has found out that
most of the local Australian Wineries have been producing low-quality wines which lack taste
and are often unhealthy. This weakness of the local companies can be utilized in a smart manner
by Monte Creek Ranch Winery as they guarantee the quality of “2016 Hands up White
Wine”that is to be exported to Australia.
The innovative product that is to be marketed in the country can thus challenge the local
wineries easily and will surely become the first preference for the residents of the country who
are used to low-quality cheap wine. The new taste and the high quality guaranteed by the
management of Monte Creek Ranch Winery will help the company to attain success in the
Australian market. The product-market of the company can be well analyzed by undertaking an
internal and external analysis (Giacomarra, Galati,Crescimanno&Tinervia, 2016). The internal
along with the external analysis will be key to the success of the organization in the market.
SWOT Analysis
STRENGTH OPPORTUNITIES
 Personalized Service
 Connection with the
customers
 Best Quality products
 Unique Taste of Wine
 Exploring new markets
 Innovation and marketing
opportunities
 Social Media Presence
can be a new opportunity
WEAKNESSES THREATS
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9OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY Large startup costs
 Absence of international
expertise
 Absence of other large
wine hubs
 High competition from
other local and
international wineries
 Different types of laws
and regulations
 Strength
Personalized service is one of the main strengths of the company. The personalized services
of the company are generally provided by the organization by providing unique wine and other
products for a selective range of customers. As seen by, Pomarici, (2016) the management of the
company has a clear note of all the niche customers and their tastes. Apart from this the company
also possesses a unique strength of a close and strong bonding with most of its customers. The
bonding helps the organization to easily understand the tastes and demands of the consumers and
provide the products of their choice. The Wine is produced from the fresh cultivation of the farm.
This includes the likes of raspberries, blueberries, honey and many more as such. This adds to a
unique taste of the wine which helps to add a competitive advantage to the organization.
 Weaknesses
The large startupcosts was a huge expense for the British Columbia family. They have been
gradually repaying all the loans they have taken from different financial institutions which makes
it difficult for the organization to invest in some huge opportunities that could help them expand
the business. Therefore, the absence of other wine hubs like the Monte Creek Ranch is one of the
major weaknesses of the company. Apart from this, the lack of proper international expertise is a
major setback for the organization (Fiore, Vrontis, Silvestri&Contò, 2016).
 Opportunities
The exploration of new opportunities by the marketing department of the Wine Company can
help them to expand business in different ways. Innovative Marketing opportunities can also add
up to the success of the organization. The gradual increase in social media and the opening of the
online wine shop of the company is a major milestone for the company.
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10OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
 Threats
International, as well as local Australian Wineries like Wirra, Wirra Vineyards, Tanbik
Winery, d’Arenberg, and many more such similar wineries, throw a critical challenge to the
management of the Canadian Winery (Bonn, Cronin Jr & Cho, 2016). The offbeat laws and
regulations are also a huge factor to the success of the organization in the Australian market.
Resource Analysis
The analysis of the different resources of the organization helps to understand the
competency level of the firm in markets. The resource analysis will thus help to get a clear idea
of the competency of the firm in Australia. It also helps the firm to understand the value of the
resources. The four elements on which the firm will put its focus on are;
Financial- The funding of the company in Australia, selecting a local Australian investor comes
under the financial heads of the company.
Human- The choice of the customer and selection of the target market for the “2016 Hands up
White Wine”.
Intellectual- The advertisement and promotion of the wine have to be done properly to enhance
the client database and make the customers understand the reputation of the brand to be launched
by the company (Menghini, 2015).
Physical- Selection of the appropriate physical means of advertisement and communication
comes under the physical heads of the resource.
Competitive Advantage Analysis
Competition of the Chosen Company
As mentioned earlier the product of the company “2016 Hands up White Wine”faces
tough competition from the likes of Wirra, Wirra Vineyards, Tanbik Winery, d’Arenberg and
many more different international brands. The wine brand to be launched by the company will
face competition from established brands like that of Penfolds, Grange Shiraz, Jim Barry, and
many others.
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11OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Porter’s Five Forces
The Porter’s Five Forces will further help to determine the competitive analysis of the
organization. The analysis is as follows;
1. A threat of New Entrants- The threat of new entrants is moderate as because capital
investments requirements are not high as compared to the market of other countries.
Apart from this, the customer switching price is also small in number which helps the
organization to easily fight away any sort of competition offered by the lower segments
of the wine market.
2. A threat of Substitutes- In recent times there has been a high rise in the demand of Rum
and Beer in the Australian market. A recent survey shows that last year most of the
people in Australia have preferred Beer and Rum over Wine. This is a worrying sign for
the organization.
3. Bargaining Power of Suppliers- The suppliers in Australia will be the king as the
organization will have to depend on them for the first few years before they establish a
stronghold in the market.
4. Bargaining Power of Buyers-The industry in Australia is marked with an oversupply and
the buyer will have much less power than the suppliers in the market. The oversupply of
the wine products is thus a disadvantage for the customers of the wine products in the
country.
5. The intensity of Rivalry- There is a huge rivalry in the market between the local and the
international brands and “2016 Hands up White Wine” will find it difficult to make
profit easily.
B2B Marketing Strategy for the Company
The business organization can take a few measures to establish a sound B2B business
strategy for selling its “2016 Hands up White Wine” in Australia. First of all, the company
needs to identify and locate a niche market and niche customers for its product and have to offer
discounts and free samples to woo buyers. This strategy is done basically because the company
will be new in the market of the country. Apart from this the company can send marketing
representatives to attend different trade shows and interact with the potential customers and
manage a proper and efficient search engine to optimize its presence in the social media.
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12OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Monte Creek Ranch Winery of Canada is a recognized leader in Wine marketing. The
company has the unique ability to produce and sell the best wines as because the wines are
produced from the products of their own vineyard and farms. As we have seen the organization
has targeted Australia as its destination to market and launch its “2016 Hands up White Wine”.
The target of the management in these regards is to achieve large sales, identify and target the
right customers, selection of the perfect channels for distribution and ultimately ensure the
greater recognition of their solo brand in Australia. The strategy of the management in these
regards is the achievement of a particular sales and brand goals. The organization has decided to
enter into a strategic partnership with a famous local Winery named, The Wine Company
(australianvintage.com, 2018). The strategic partnership paves the way for the organisation to
gain a readily avialable market for the Product. Such an unique advantage will help Monte Creek
Ranch Winery to Secure their stable présence in Australia. The identification and the
implémentation of the stratégies will thus help the organisation to gain new contacts in the
Australian market which will help ensure the compétitive edge in the market.
Part 3
Consumer Behavior and Purchasing Process Analysis
Research and Analysis of the Purchasing Process of the Targeted Business Customers
The main highlights of the purchasing process analysis of the “2016 Hands up White
Wine” in Australia are mainly dependent on;
1. Brand- According to, (Bonn, Cronin Jr & Cho, 2016) the brand power of the wine is
important in this regard as Australians have a great taste for Wine and thus the brand
power will be a large determinant for the success of the Wine in the market.
2. Taste- As said earlier, the taste of the Australians for great quality wine needs to be
considered. The Canadian Company must provide the best and unique wine to attract the
customers to the product.
3. Price- A reasonable yet standard price will be key to the purchasing process of the wine
by the targeted consumers.
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13OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
The identification of the customer behavior is thus one of the most important process as it
involves three different steps namely, Segmentation, targeting and positioning. Each of the three
steps has its own importance and implementation of each of the three steps in a structured
manner is essential for the success of the organization. The segmentation of the customers for the
“2016 Hands up White Wine” has been carried out after a detailed survey and analysis process.
The process revealed that at least 45% of the customers who consumes wine has a liking for
blended and flavored wine. This seems to be a golden opportunity for Monte Creek Ranch as
there is a high chance for the success of its maiden brand in the island continent. The
identification of the niche market has made the organization much more sensitive and
concentrated towards the targeted group of customers. The selected sales team of the business
enterprise in Australia has thus chosen The Wine Company as their local distributor and has
started promoting the brand accordingly. The company has set out a specific target to achieve
sales of 55% in the first quarter of the financial year in Australia.
Analysis of the Typical Behaviors of the targeted customers
The analysis of the Niche market in Australia has been classified in a small table below;
GENERAL PRODUCT SPECIFIC
Observable Cultural, Economic variables,
Geographic, Demographic
User Status, Situations,
Frequency
Unobservable Psychographics, Values Psychographics, preferences,
intention
Apart from this, there is modern-day segmentation like social media segmentation which
has gained importance in the last few years. There is a class of people who are the potential
customers of the segment. However, they are too much dependent on social media interactions
which determine their decisions on whether or not to accept the particular product. They observe
the actions of others close them and take their decisions based on their observations. The
thorough observation by the management of the business enterprise in Australia will help to
position them in an effective manner in the country.
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References
Australian Vintage Limited. (2018). The Wine Company - Australian Vintage Limited. [online]
Available at: https://www.australianvintage.com.au/distributor/wine-company/ [Accessed
27 Dec. 2018].
Bonn, M. A., Cronin Jr, J. J., & Cho, M. (2016). Do environmental sustainable practices of
organic wine suppliers affect consumers’ behavioral intentions? The moderating role of
trust. Cornell Hospitality Quarterly, 57(1), 21-37.
Bresciani, S., Ferraris, A., Santoro, G., & Nilsen, H. R. (2016). Wine Sector: Companies'
Performance and Green Economy as a Means of Societal Marketing. Journal of
Promotion Management, 22(2), 251-267.
Doloreux, D. (2015). Use of internal and external sources of knowledge and innovation in the
Canadian wine industry. Canadian Journal of Administrative Sciences/Revue Canadienne
des Sciences de l'Administration, 32(2), 102-112.
Doloreux, D., & Lord-Tarte, E. (2014). Innovation in the Canadian Wine Industry: Evidence
from Three Wine-Producing Regions. European Planning Studies, 22(5), 1062-1080.
Doloreux, D., Shearmur, R., & Guillaume, R. (2015). Collaboration, Transferable and Non‐
transferable Knowledge, and Innovation: A Study of a Cool Climate Wine Industry (C
Canada). Growth and Change, 46(1), 16-37.
Fiore, M., Vrontis, D., Silvestri, R., &Contò, F. (2016). Social media and societal marketing: a
path for better wine?.Journal of Promotion Management, 22(2), 268-279.
Fleming, A., Rickards, L., & Dowd, A. M. (2015). Understanding convergence and divergence
in the framing of climate change responses: An analysis of two wine
companies. Environmental Science & Policy, 51, 202-214.
Giacomarra, M., Galati, A., Crescimanno, M., &Tinervia, S. (2016). The integration of quality
and safety concerns in the wine industry: the role of third-party voluntary
certifications. Journal of Cleaner Production, 112, 267-274.
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15OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Li, H., de Zubielqui, G. C., & O’Connor, A. (2015). Entrepreneurial networking capacity of
cluster firms: a social network perspective on how shared resources enhance firm
performance. Small business economics, 45(3), 523-541.
Menghini, S. (2015).The new market challenges and the strategies of the wine companies.
Olsen, J., Wagner, P., &Thack, L. (2016). Wine marketing & sales: Success strategies for a
saturated market. Board and Bench Publishing.
Our Story - Monte Creek Ranch Winery. (2018). Retrieved from
https://www.montecreekranchwinery.com/monte-creek-ranch/history/
Pickering, K., Plummer, R., Shaw, T., & Pickering, G. (2015).Assessing the adaptive capacity of
the Ontario wine industry for climate change adaptation. International Journal of Wine
Research, 7, 13-27.
Pomarici, E. (2016). Recent trends in the international wine market and arising research
questions.
Ugochukwu, A. I., Hobbs, J. E., & Bruneau, J. F. (2017). Determinants of wineries’ decisions to
seek VQA certification in the Canadian wine industry. Journal of Wine
Economics, 12(1), 16-36.
Wineaustralia.com. (2018). Wine Australia. [online] Available at:
https://www.wineaustralia.com/ [Accessed 27 Dec. 2018].
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16OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Appendices
Appendix 1
Figure 1: Retail Sales of Wine in British Columbia
Source: (montecreekranchwinery.com, 2018)
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17OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Appendix 2
Figure 2: Channel Sales Mix of Monte Creek Ranch Winery
Source: (montecreekranchwinery.com, 2018)
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18OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Appendix 3
Figure 3: Wine Marketing Methods and Results of Monte Creek Ranch Winery
Source: (montecreekranchwinery.com, 2018)
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19OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Appendix 4
Figure 4: Australian Competitive Wine Market
Source: (wineaustralia.com, 2018)
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20OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Business to Business Marketing
Assignment 2
Name of the student
Name of the university
Author Note:
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21OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Table of Contents
Part 1................................................................................................................................................4
Brand Strategy.................................................................................................................................4
Evaluation of the Brand Status of the Product.............................................................................4
Summary of the Current Positioning...........................................................................................4
Identification of the steps to enhance brand equity among the customers for the wine..............4
Brand Equity................................................................................................................................4
Steps to Enhance Brand Equity...................................................................................................4
Part 2................................................................................................................................................5
Product Strategy...............................................................................................................................5
Research and Analysis of the Product Portfolio..........................................................................5
Research and Analysis of the Product Life Cycle for the product and services..........................6
Benefits of the product on the target customers..........................................................................6
Ways by which the benefits have an impact of the customers of the Product.............................7
Integration of the Products and the services................................................................................7
Investigation of the new product Development opportunity and processes................................7
Part 3................................................................................................................................................7
Channel Strategy..............................................................................................................................7
Research and Analysis of the Type of Channels available..........................................................7
Designing of the Channel Strategy based on the analysis of the needs of the user.....................8
Relationship development and management and control of conflict...........................................8
References........................................................................................................................................9
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Part 1
Brand Strategy
Evaluation of the Brand Status of the Product
In general words brand strategy can be said to be various aspects of the wine itself that
helps the customers remember the wine and the winery manufacturing the particular product
(Camanzi, Grazia Giraud-Héraud & Malorgio, 2017). A brand status of the wine makes it
recognizable and the people can have a guarantee over the quality of the following wine. The
brand status of the wine helps the customers to retrieve the brand from their memory when they
are faced in a situation where a number of different choices of brands are present. The presence
of the brand status is especially important for “2016 Hands Up Wine” because it is being
introduced in the Australian market for the first time. Therefore the presence of a good brand
status is helpful for the organization to gain success in the new market (Berry, 2015).
Summary of the Current Positioning
Identification of the steps to enhance brand equity among the customers for the wine
Brand Equity generally refers to the differences in the responses that the market have
towards the products of the company.
Brand Equity
Brand Equity refers to a value premium that the wine company will be generating from a
product with a recognizable name when it is compared to the generic equivalent. The winemaker
can create brand equity for their products by making the product memorable and easily
recognizable. The creation of the brand equity will help Monte Creek Ranch Winery to ensure
the success of “2016 hands Up Wine” in Australia. The brand equity of the business can be
increased by means of better and unique promotional activities. The unique and effective
promotional activities will help in the success of the organization.
Steps to Enhance Brand Equity
The different steps to build brand equity for “2016 hands Up Wine” are as follows;
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23OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
1. Identification of the Brand and the Brand Awareness- The management of Monte
Creek Ranch Winery has to create a brand awareness for their “2016 hands Up Wine”
Wine to be launched in Australia. The promotional activities must be carried out in an
effective manner to ensure that the customers are well aware of the brand.
2. Communication of the meaning of the Brand – The communication regarding the
constituents of the brand along with the special taste it offers must be communicated
through a proper channel and in a transparent manner to the customers.
3. Collecting the responses of the customers- The responses of the customers must be
collected to get a clear feedback on the “2016 hands Up Wine”. The clear feedback will
help the management of the company to identify the weakness of their marketing
procedures or any special choice of the customers and improvised them in the same
manner. The improvisation of the “2016 hands Up Wine” in a proper manner will
increase the sales of the product in Australia.
4. Relationships- The creation of a trust and reliability through the creation of brand equity
will result in a healthy, long lasting and effective relationship in between Monte Creek
Ranch Winery and the customers of their wine in Australia. A healthy relationship will
help the Company to increase their presence in the country and earn more revenue.
Part 2
Product Strategy
Research and Analysis of the Product Portfolio
According to, Carsana & Jolibert (2017) the outgrowth of the new marketing trends and
the diverse needs of the customers in the business organization have forced the business
organizations to change their strategy and increase in the expansion of the product lines and the
entering of the new business. The management of the organizations has started developing new
product portfolio models as such models have gained more importance and has a wider
acceptance in the business. Monte Creek Winery has developed a unique portfolio of “2016
hands Up Wine” that contributes to conviviality (Carsana & Jolibert, 2017). The product is
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24OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
developed from different agricultural raw products. The portfolio of the product is based on a
number of different elements. This includes;
a. Development of a Sustainable agriculture- The Monte Creek Ranch Winery has been
able to develop the use of agricultural raw materials that includes the likes of grapes,
peach, sugar cane and many other sustainable products. The farming of these products
also reduces the chances of pollution and helps to mitigate the environmental challenges.
Apart from this the management of Monte Creek Winery has established specific norms
on farming and has made some important restrictions on the use of pesticides.
b. Optimization of logistics- The management of Monte Creek Ranch Winery have
established a new logistic chain in Australia. The management of the company has
optimized transport loads and has selected the best routes for the organization that helps
to contribute to the best routes for the new product and reduce the carbon footprint. Most
of the transportation is done through sea which is more environment friendly than the
existing modes of transportation.
c. Reduction of Packaging- The weight of the bottles and the shape of the bottles
containing the “2016 Hands Up Wine” in Australia is vastly different from the one sold
to the customers in Canada. The main reasons behind such a difference are to reduce
costs on primary and secondary packaging. The weight of the bottle that will be sold in
the island continent will be reduced by a minimum of 15% that will help in the reduction
of the carbon footprint and will ensure large savings.
d. Increase the use of energy efficient products and use of the renewable energy- Monte
Creek Ranch Winery has already taken a number of green initiatives that will help to
reduce environmental degradation as a part of their CSR measures. The company has
pledged to decrease carbon emissions from the production site of the company, where the
alcohol is distilled. This will lead to the energy efficiency of the production process.
Research and Analysis of the Product Life Cycle for the product and services
The “2016 Hands Up Wine” will be selected by the Australian customers on an
emotional level and activity of the company is totally based on the implementation of a
technology that helps to allow the management of the company to introduce the brand that will
allow the manufacturer to build an emotional connection with the customers. However, it will
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25OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
always be a risk for Monte Creek Ranch Winery to create as well as promote the Wine brand in
Australia as it will be quite a risk for the consumers. The wine will be introduced by the
company in the traditional manner. This includes;
1. Introduction Stage- This is one of the most expensive stages in the life of the product as
because Monte Creek Ranch Winery will introduce the new product to the Australian
community. The size of the new market in Australia is small in size as because the
company has decided to release the product by following a niche market strategy.
However, the company has to carry on innovative marketing policies to make the new
wine appealing to new customers. Currently the product is in the introduction stage as
because it will be introduced in the Australian market.
2. Growth Stage- The Growth Stage of the product will typically oversee the growth in the
sales of the company and also the profits of the wine company. The success of the “2016
Hands Up Wine” in the new market will help to start the benefit of economies of scale in
the production, the margins of the profit and the overall percentage of the profit earned
(montecreekranchwinery.com, 2018). This helps the Ranch Creek Winery to earn more
profit from the different kinds of promotional activities to maximize the potential of the
growth stage of the business.
3. Maturity Stage- The maturity stage is the time when the Wine will be well established in
Australia and the company will be able to meet all the objectives that were set before the
introduction of the product. The stage will be a huge test for the organization as they will
face huge competition from the local and international brands and thus have to apply all
the best marketing strategies to ensure success.
4. Decline Stage- The decline stage of the product is the last stage when the wine will lose
the market to other products and will no longer be attractive to the Australian customers.
However, this decline can be avoided for a certain time period by offering discounts and
also by innovating the product.
Benefits of the product on the target customers
There are both marketing as well as quality and product benefits that can make the new
Wine a quality and economical buy for the customers. Considering the economic front, the wine
will be priced around AUD 21 while most of the competitive wine products falling under the
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26OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
same category come at a cost price of around AUD 22 to AUD 24. The slight difference will
have a psychological impact on the customers as because the company will provide a
competitive price even after exporting the products from Canada. Secondly the wine offers a
unique blend of Anjou pear, pineapple, jasmine and Lemon with a blend of Citrussy acid and
gobs of tropical food. Such a unique mixture is enough to displace most of the local and
international brands from being the number one wine in the market.
Ways by which the benefits have an impact of the customers of the Product
As mentioned earlier, the introduction of “2016 Hands Up Wine” will have a great
impact on the targeted customers. They will be having a psychological impact as the
organization will offer the wine at a largely competitive price of just AUD 21 that is much
cheaper than the price offered by other brands. The customers will be benefiting from such a
offering and will get attracted more towards the Company. The customers will also be benefitted
by means of the unique quality and taste of the wine.
Integration of the Products and the services
The combination of products and services in one offering is mainly a solution that helps
in the delivery of the products and the services at one go. In the integration of the product and the
services integration approach, the services and the products becomes a joint package with
different characteristics (Steenkamp, 2017). The product in this particular case is “2016 Hands
Up Wine” which is being launched in the Australian market. The wine has been customized and
designed in a different manner so as to meet the demands of the niche customers in the
Australian market. Some of the most prominent changes being a change in the composition, the
providence of the wine in customized bottles, online wine market and many more as such. Such
kind of changes to meet the customer demands have integrated the products of the organization
with the services in a much better and integrated manner (Drennan et al. 2015).
Investigation of the new product Development opportunity and processes
The investigation of the new product development processes will be dependent on the
knowledge of the market study. A proper market study must be conducted by the organization to
get an idea of the market and the targeted customers of the business. The market study will also
help the management of Monte Creek Ranch Winery to get the perfect idea of the product and its
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27OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
impact on the consumers. Studying the impact in detail will help the organization to get a clear
idea of the choice of the customers and innovate and develop the product on the same line.
Part 3
Channel Strategy
Research and Analysis of the Type of Channels available
The Monte Creek Ranch Winery has decided to use a number of different channels that
will help people promote and market the “2016 Hands Up Wine” in the Australian market. The
types of the channels that will be utilized by the Company will include the likes of;
Designing of the Channel Strategy
a. Comprehensive alignment of the channel content
b. Proper and true alignment of the sales and the corporate strategy
c. Proper adherence to the different guidelines
d. Selection of the best partners
Direct Sales
As said earlier direct sales would best fit the purpose of the organization as direct sales
trough different departmental stores and wine shops can easily make the “2016 Hands Up
Wine” one of the most sought after wines of Australia.
Indirect Sales
The strategies employed to find indirect sales channel can also prove to be handful for the
organization as it can easily help Monte Creek Ranch Winery to establish its unique product
“2016 Hands Up Wine” in the Australian market. The company can use VAR, online sale
channels and events to promote the product.
1. Social Media- Social media is one of the best contemporary channels that are generally
used by the organization to reach out to a large number of customers and other people.
The social media helps the company to segment out the customers of the business and on
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28OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
the other hands allows the organization to promote the arrival of the brand in the
Australian market in the fastest manner. The wireless and easy communication method is
also another major benefit of the Company. The social media platform is also beneficial
to provide easy responses to the customers and also posts pictures and videos of events,
vineyards and the factory. Such an initiative can help to attract customers in the business.
2. Events- Arrangement of events like making wine with different people with quality
music or promotional events that involves the promotion and marketing of the wine
through then hands of famed Australian celebrities can be one of the most distinguishing
features to attract people in the organization.
3. Mobile Wine shops- Introduction of mobile wine shop can be an innovative idea. The
main reason behind the introduction of the shop will be reaching out to more customers at
a given point of time.
Designing of the Channel Strategy based on the analysis of the needs of the user
The channel strategy of promoting “2016 Hands Up Wine” is totally based on the choice
of the Australian consumers. The main strategy that will be adapted by the organization will be
the promotion of the brand through the social media and through 3rd party retailing as a large
number of targeted customers of the products as well as the projected customers are seen to be
regular users of the social media and thus the selection of the particular channel for the
promotion of the product in the country is well justified. On the other hand making the product
available at large retail markets of Australia, especially in Woolworths is also justified ,
considering the large amount of people visiting the store.
Relationship development and management and control of conflict
The development of a healthy relationship between the local management of Monte
Creek Ranch Winery and the sellers of the wine like Woolworths is extremely beneficial for the
success of the product in the market. The conflict of interests on different occasions must be
controlled with a strong resistance to avoid any problems that might stall the development
process.
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29OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
References
Beckert, J., Rössel, J., & Schenk, P. (2017). Wine as a cultural product: Symbolic capital and
price formation in the wine field. Sociological Perspectives, 60(1), 206-222.
Berry, S. (2015). My view: Is this the best strategy for Australian wine sector?. Australian and
New Zealand Grapegrower and Winemaker, (619), 10.
Camanzi, L., Grazia, C., Giraud-Héraud, E., & Malorgio, G. (2017). Quality differentiation in
the Italian wine industry: terroir-based vs. brand-based strategies. International Journal of
Globalisation and Small Business, 9(2-3), 86-104.
Carsana, L., & Jolibert, A. (2017). The effects of expertise and brand schematicity on the
perceived importance of choice criteria: a Bordeaux wine investigation. Journal of
Product & Brand Management, 26(1), 80-90.
Contini, C., Romano, C., Scozzafava, G., Boncinelli, F., & Casini, L. (2015). Wine consumption
and sales strategies: The evolution of Mass Retail Trading in Italy. Wine Economics and
Policy, 4(2), 116-127.
Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., & Proud, W. (2015).
Examining the role of wine brand love on brand loyalty: A multi-country
comparison. International Journal of Hospitality Management, 49, 47-55.
Newton, S. K., Gilinsky Jr, A., & Jordan, D. (2015). Differentiation strategies and winery
financial performance: An empirical investigation. Wine Economics and Policy, 4(2), 88-
97.
Olsen, J., Wagner, P., & Thack, L. (2016). Wine marketing & sales: Success strategies for a
saturated market. Board and Bench Publishing.
Our Story - Monte Creek Ranch Winery. (2018). Retrieved from
https://www.montecreekranchwinery.com/monte-creek-ranch/history/
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30OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Steenkamp, J. B. (2017). Global brand strategy: World-wise marketing in the age of branding.
Springer.
Vigar-Ellis, D., & Mattison Thompson, F. (2015). The effect of wine knowledge type on variety
seeking in wine purchasing. Journal of General Management.
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31OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Segmentation, Communication and Pricing Strategies
Assignment 3
Name of the student
Name of the university
Author Note:
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32OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Table of Contents
Part 1................................................................................................................................................3
Segmentation Strategy.....................................................................................................................3
Segmentation Plan based on needs of customers........................................................................3
Implication for the Management of Monte Creek Ranch Winery...............................................4
Identification of the Segments that will deliver highest profits...................................................4
Selection of Segments to which Marketing for the product will be completed...........................5
Part 2................................................................................................................................................6
Communication Strategy.................................................................................................................6
Benefits of the Communication Strategy.....................................................................................7
Implementation Strategy for the communication elements.........................................................7
Integration of the communication elements................................................................................7
Allocating the budget of Communication....................................................................................8
Part 3................................................................................................................................................8
Pricing Strategy...............................................................................................................................8
Pricing strategies for “2016 Hands up Wine”..............................................................................8
Nature of Competition in the market of the chosen firm.............................................................9
References......................................................................................................................................10
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33OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Part 1
Segmentation Strategy
Market Segmentation is one of the most important tasks for the management of a
company. The segmentation process is needed because of the difference in the diversity of the
market, the differential behavior of consumer behavior that includes both the targeted as well as
the potential customers of the market. The segregation of the market can also be done on the
basis of the customer groups of the organization. The customer groups of the organization are
divided on the basis of their choice and likings.
The Monte Creek Ranch Winery has developed a unique segmentation strategy that is to
be implemented in the Australian market as segmentation holds a key importance in the business
of the organization. The “2016 Hands Up White Wine” is considered to be a table wine. The
wine has slightly high alcohol content and offers a sweet taste because of the presence of peach
and other fruits. As mentioned earlier the company has a selected range of niche customers who
fits to the choice of the particular wine.
The management of Monte Creek Ranch Winery has used geographic as well as
demographic segmentation to market the “2016 Hands Up White Wine” in Australia. The most
important consideration in the particular case has been the choice of the foreign wine brands
amongst the people of Australia. The market study completed by the marketing team of the
company found that there were a significant group of consumers who have a liking for different
imported brands of Wine. The critical reasons for targeting the niche customers are the
competitive price of the wine offered by the organization. Such a competitive pricing strategy
helps the organization to gain success in the market.
Segmentation Plan based on needs of customers
The segmentation of the Australian market on the basis of customers is important as
because it will be helping the Wine Producers to estimate the amount of wine to be imported and
also ensure a sound marketing strategy to make the business profitable in nature. The market
segmentation plan of the company will be formulated and implemented in a number of different
steps. At the beginning, the marketing department of the organization has carried out a detailed
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34OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
marketing analysis of the new wine that is to be launched in Australia on different scales. The
marketing survey has helped Monte Creek Ranch Winery to identify the targeted customers for
the selected wine. The identification process will be followed by the identification of the needs
and the demands of the customers where the need for a customized variety has been observed.
The customized variety of the Wine will have a change in the design of the bottle and a
change in the flavors. The new variety will be designed according to the choice of the niche
customers to have something totally unique. This unique plan of segmenting the brand according
to different customized processes can be helpful for the organization accordingly. The “2016
Hands Up White Wine” in its new version can thus act as the perfect example of market
segmentation through customers and thus will be capable to meet the demands of the customers
in Australia. The company must also select the right size of the niche market in Australia and
also estimate the perfect amount of growth of the targeted population that is expected to buy the
wines.
Apart from the segmentation of the market for “2016 Hands Up White Wine” the
management of the organization will also segment the market by means of customer behavior.
There will be different types of the customers in the market with each one of them having
different kind of choices. These choices will form a major part for targeting the consumers in the
Australian market. The choices in this particular case can be divided into different types. The
division is as follows;
a. Overwhelmed Customers- The market study by Monte Creek Ranch Winery has revealed
that a considerable portion of the customers are overwhelmed on the news of the launch
of the new wine and are expecting to hit the departmental stores just after the launch as
because these people have the tendency to consume Wine and select them according to
labels. However, these kinds of consumers do not opt for buying wines produced by
companies that do not give much information on the products.
b. Image Seekers- There are people in Australia who have the tendency to showcase their
status and intensify their prestigious image by consumption of Wine. These people again
accounts for more or less 20% of the wine consumers. Most of the people from the new
generation have the tendency to do so.
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c. Wine Enthusiasts- The wine enthusiasts contain more or less than 10% of the different
people who have a serious liking for wine and generally falls in the affluent class of
Australians. These kinds of the customers can be the real assets for Monte Creek Ranch
Winery as because these people regularly consume and buy wines.
d. Savvy shoppers- These kinds of people constitute more or less than 15% of the Australian
wine market and have the taste to try out new kinds of wines and discover new varieties.
These people will surely give it a try for “2016 Hands Up White Wine” that will be sold
in different retail outlets.
Implication for the Management of Monte Creek Ranch Winery
The management of Monte Creek Ranch Winery must prioritize the overwhelmed
consumers in the retail setting and appoint a salesperson to help the consumers select the brand
of the customers. The Company has to ensure that they carry out a good bargain for the wine
enthusiasts of Australia in order to make them more attracted towards the particular product.
Identification of the Segments that will deliver highest profits
As mentioned earlier, the management of Monte Creek Ranch Winery has to ensure
successful and profitable relationship that will help to understand the customers and their
demands. It will also help the organization to increase the sales of “2016 Hands Up White
Wine”. The report published by the marketing department of the organization after the
marketing study conducted in the targeted market of Australia revealed the actual customers of
the wine are the people who have a taste for imported liquor brands. Further analysis n the
subject showed that most of the imported wine lovers preferred customized imported wine. The
reasons behind this are the same old wines being imported to Australia which are almost similar
like that of the other locally produced Wines.
The survey has also proved that different customers of the product have different choice
of products. The product choices generally varied from one place to the other and similarly from
one customer to the other. Therefore it will be better for the company to launch both the old as
well as the customized version of the product in the Australian market. The thorough analysis of
the product segmentation has revealed that the segmentation of the market for “2016 Hands Up
White Wine” will be totally based on the targeted customers of the product. The segmentation
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strategy of the organization based on the customers is thus believed to fetch the maximum
amount of profit for the new wine in Australia. However, it needs a joint and combined effort
from the management of the organization to make the strategy productive and effective.
Selection of Segments to which Marketing for the product will be completed
The selection of the segments to market the “2016 Hands Up White Wine” is a one of
the most critical tasks that needs to be completed by the management of the organization before
the start of their commercial operations in Australia. The internal as well as the external analysis
of the business will be conducted to have a clear idea of the market and the fact on whether the
“2016 Hands Up White Wine” will be able to create a market of its own amongst the selected
range or the potential range of customers in Australia. The customer segmentation process will
be adopted by the management of the organization to market “2016 Hands Up White Wine” in
the market of the country. The major types of the market opportunities that have to be initiated b
the management of the organization are;
a. Penetration in the market- The Company needs to present itself in such a manner that it
can easily penetrate the market. The penetration in the case can be achieved by means of
regular marketing activities like arranging events and marketing the new brand in
different malls and wine stores can be a great option. Apart from this one of the best ways
to penetrate the market is to promote the wine through different types of the retail stores
of Australia like Woolworths, Coles and Aldi. The management of Monte Creek Ranch
Winery has also decided to implement some other steps to ensure the proper and effective
penetration of the new wine in the Australian market. The most important among them
will be the adjustment of the price of the Wine in Australia. A competitive yet affordable
price structure will be followed by the management of the company to ensure that there
are more takers for the “2016 Hands Up White Wine”. The increase in sales will
naturally increase the revenue of the company which can again be used for further
penetration in the market. The management of Monte Creek Winery will decide the price
of the product by analyzing the price of the wines available in Australia which falls in the
category of “2016 Hands Up White Wine” like Pinot Noir, Syrah Gamay, Sauvignon
Blanc and The Blend which are priced at more or less $15 to $20.
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37OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
b. Diversification- Though Monte Creek Ranch Winery intends to start its commercial
operations in Australia with “2016 Hands Up White Wine”. However, the management
can gradually diversify itself with the introduction of new wines and must think on a long
term basis. The long term basis of thinking will surely help the organization to make
Australia one of the profitable markets which can help them draw a large amount of
revenue. The company must plan all the future strategies according to the changes in the
demands of the people.
c. Uniqueness- As mentioned earlier, the company will be launching a customized variant
of “2016 Hands up White Wine” along with the traditional one in order to capture the
market for both type of the customers. The following decision is totally based on the
analysis of the market conditions.
d. Development and customization of the product- The product development or the
customization of the wine can help the organization to create a niche market for “2016
Hands Up White Wine” in Australia. The improvement of the quality of the product can
also be said to be a major source of segmentation. As mentioned earlier, the uniqueness
of the product will help the organization attract more customers and encourage them to
try out their unique product. The development of the brand and increasing the appeal of
the product is thus one of the most important elements of the organization. The
development and the customization process of the “2016 Hands Up White Wine”, also
includes some critical actions like educating the consumers about the products, making
the purchasing process much easier and also widening the distribution network for the
wine. The distribution and the widening of the networks will surely increase the
importance of the product.
Part 2
Communication Strategy
Communication Strategy has to be used by any kind of organization to reach out to the
target group of the customers. The wine producing organization of Canada has targeted the niche
customers of Australia who have a great taste for customized imported wines. The marketing
communication channels or the public relationship channels are generally termed as the public
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relations strategy. The management of Monte Creek Ranch Winery have decided to use the
online channels and face to face marketing channels to communicate with the people or the
targeted customers.
The management of Monte Creek Ranch Winery will be using an online and a face to
face strategy to promote “2016 Hands Up White Wine” in the selected markets of Australia.
The selection of social media for communicating is termed as the best approach to marketing as
because the integration of social media to promote the new product will help to create a larger
market for the wine brand to be imported to Australia. More than 80% of the people of Australia
have been using social media for a long time and therefore the selection of social media will help
“2016 Hands Up White Wine” to easily reach out to different people who may or may not have
an interest on the product. The management of Monte Creek Ranch Winery has decided to use
advertising, participate in trade shows, use direct marketing and also use personal selling to
communicate properly and effectively with the potential customers of the product. As mentioned
earlier a special stress on social media marketing will be provided by the management of the
company to ensure the success of the product in Australia.
The direct communication that can be achieved with the use of the social media is one of
the largest benefits for Monte Creek Ranch Winery as it will be able to easily answer the queries
of the customers regarding the new wine and also will be able to ensure the highest quality of the
new customized product to be introduced in some selected regions of Australia. The company
will be creating a dedicated social media site like face book or twitter where they will be
marketing and promoting the wine through a range of different activities. This will include the
likes of e-promotions, online celebrity promotions and many more similar promotional activities.
Apart from the promotion of the business in the online sites, the online platform will also be used
for communication with the online users.
Various answers to the queries of the customers on the product can be answered and
solved through these media sites. Apart from the promotional activities through online media
sites, the marketing department of the organization will also promote the Wine live in wine
stores and retail stores of Australia like Woolworths and Coles. The promotional activities will
involve different events, quiz on wine and the company and promotional discounts. Such kind of
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39OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
marketing activities will help in the growth of the brand name of the organization. Therefore a
healthy communication can be said to ensure the success of “2016 Hands Up White Wine” in
the selected Australian markets. Advertising about the new product can be done with the use of
both the digital as well as the printed media. Digital display boards on the streets can be one of
the best forms of advertising whereas advertising about the new wine in different papers can also
help the organization to be successful in communicating about the arrival of the product, the
venue and time of its launch and the different retail outlets which would be selling the wine.
Benefits of the Communication Strategy
The benefits of proper and effective communication are as follows;
a. Clarity in communication will help the organization to understand the needs and taste of
the Australian customers for wine. Gaining clarity will help the organization involve in
asking different kinds of questions to the customers and get an idea of the problems faced
by the customers. This in turn helps the company to deliver the wine accordingly.
b. Implementation of Change is another major benefit for the organization. The Monte
Creek management must get the idea of the likes and choice of the Australian consumers
and provide the wine accordingly. It will be easier for the organization to change the type
and demography of the wine according to the taste of the potential customers
c. The company must make sure to stay in touch with the customers for an extended time
period as staying in touch can help the success of “2016 Hands Up White Wine” in
Australia.
Implementation Strategy for the communication elements
The implementation of the social media is one of the easiest tasks that will be performed
by the management of the organization. The first and foremost task of the organization will be to
establish a dedicated IT department which will be totally controlling and operating the social
media sites of the company. The dedicated social media sites will promote the new brand. The
brand can be promoted through celebrity marketing or innovative e-advertisements. The
involvement of the managerial team in these advertisements can add to the success of the
product. On the other hand the company has to enter into strategic partnerships with famous
retail shops of Australia in order to sell the product to the end consumers. This includes deals
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with Woolworths, Coles and other retail stores. The deal will also involve different live
promotional events to market and promote the brand in front of the visiting customers of the
store.
Integration of the communication elements
Monte Creek Ranch Winery will be using both online elements as well as face to face
elements to communicate with the customers of “2016 Hands Up White Wine”. In the modern
day digital age the integration of both the face to face communication as well as the
technological communication is equally important for an effective performance of the product in
the market and ensures its sustainability. Face to face communication is important as because it
involves the multimodal sensory information that involves nonverbal cues like facial expression,
gestures and other forms of expressions of the face. Apart from this the physical presence of the
managers or other employees from the organization can also assure the consumers of the wine
about the quality of the product. On the other hand though the above mentioned benefits of face
to face communication are absent in online communication, the huge scope and reach of the
online activities of the organization can be largely beneficial for the organization. Therefore the
integration of both these elements is utmost necessary for the business to ensure the success of
the wine brand in Australia.
Allocating the budget of Communication
The budget of the communication strategy has been fixed according to the market rates.
The management has allocated a budget of AUD50000 for carrying out the different activities to
promote “2016 Hands Up White Wine” in the country. The main allocation of the budget has
been for performing a varied range of activities in the retail stores and also to promote the brand
through an Australian celebrity.
Part 3
Pricing Strategy
Costing and pricing for wine Pricing is a vital component of the marketing mix, as only
pricing generates a turnover for Monte Creek Ranch in Australia, while production, distribution
and promotion are expenses. However, the company has to stay aware though, that in many
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cases, they will not be able to dictate the price of the wine. The market research should give an
insight into prevailing prices, appropriate margins and competitor prices to the management of
the organization. The pricing strategy is based on what objectives the organization wants to
achieve. Objectives driving business strategies include maximization of profits, revenues,
quantities, margins, signaling quality leadership, cost recovery, survival or maintaining the status
quo.
Pricing strategies for “2016 Hands up Wine”
In the wine market, it is important to determine which market segment you target. The
segments range from low-end to high-end, where consumers have different demands regarding
the price and quality of the wine they buy.
It is recommended to adopt premium pricing if “2016 Hands up Wine” is perceived as
unique or superior; in other words when the company supplies a high quality wine. This pricing
method is most useful in the case of products for the high-end market, or niche markets, where
margins are usually higher. The management of the organization can lower the price later to
increase volume. However, note that if the organization is a new supplier it can take several
years before you have developed a recognized brand. Even though cheap table wine dominates in
Australia, there has been an increase in the number of specialized wine boutiques. Around 6% of
wine is sold via such stores, and their sales account for the sale of mostly quality wine. The
prices in wine boutiques start at the $ 14-20 range, but the majority of sales is in the € 15-19
range. When using the premium pricing strategy, the company has to consider the demand for
the product. The organization need to know the maximum price which the market is willing to
pay. This will allow the organization to estimate what reasonable expectations regarding sales
volumes and profits would be. Using these figures and insight into the cost structure, it is
possible to fine tune the price of the wine by dividing all of the costs and the desired profit per
unit to be sold, and analyzing if the market will bear this price. Some points of interest to
consider when setting an export price in such cases are: • Aim to charge the price the market will
bear. It is recommended not go above “price points”, the price set by the market for similar
products that have been identified; • the price should reflect the company’s quality levels and
delivery conditions.
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Nature of Competition in the market of the chosen firm
The transformation of the Wine industry in Australia since the 1980’s has been one of the
best possible changes in the industrial sector of the country. Earlier the company was a net
importer of wine with most of its supply coming from imports. However the change in the
market and the growth of the sector in the country has made the nation one of the largest
exporters of Wine in the globe. The rise in domestic wine consumption in the last 20 years has
led to the growth of a number of major wine firms that will offer huge competition to Monte
Creek Ranch Winery. Some of the largest names in this sector are Affleck Vineyard, Aldersyde
Estate, Alex Russel Wines, After Hours Wine and many more as such. Some of the largest
brands that will provide tough competition to “2016 Hands Up White Wine” are Moss Wood,
Giaconda, Penfolds, Henshke and many other medium range brands of Wines.
The Australian wine industry is still undergoing significant structural reform and still
suffers an imbalance between supply and demand, particularly in warm climate regions. Current
estimates from the Winemakers’ Federation of Australia (WFA) are that up to 70% of total
current Australian wine grape production may be uneconomic. There has been a slow correction
to supply. The management of Monte Creek Ranch Winery has to be extra cautious while
marketing and promoting the “2016 Hands Up White Wine”.
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43OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
References
Bian, X., Haque, S., & Smith, A. (2015). Social power, product conspicuousness, and the
demand for luxury brand counterfeit products. British Journal of Social
Psychology, 54(1), 37-54.
Bjørn, A., Diamond, M., Owsianiak, M., Verzat, B., & Hauschild, M. Z. (2015). Strengthening
the link between life cycle assessment and indicators for absolute sustainability to support
development within planetary boundaries.
Doloreux, D., & Lord-Tarte, E. (2014). Innovation in the Canadian Wine Industry: Evidence
from Three Wine-Producing Regions. European Planning Studies, 22(5), 1062-1080.
Doloreux, D., Shearmur, R., & Guillaume, R. (2015). Collaboration, Transferable and Non‐
transferable Knowledge, and Innovation: A Study of a Cool Climate Wine Industry (C
anada). Growth and Change, 46(1), 16-37.
Esmaeilpour, F. (2015). The role of functional and symbolic brand associations on brand loyalty:
A study on luxury brands. Journal of Fashion Marketing and Management, 19(4), 467-
484.
Esmaeilpour, F. (2015). The role of functional and symbolic brand associations on brand loyalty:
A study on luxury brands. Journal of Fashion Marketing and Management, 19(4), 467-
484.
Fiore, M., Vrontis, D., Silvestri, R., & Contò, F. (2016). Social media and societal marketing: a
path for a better wine?. Journal of Promotion Management, 22(2), 268-279.
Fleming, A., Rickards, L., & Dowd, A. M. (2015). Understanding convergence and divergence
in the framing of climate change responses: An analysis of two wine
companies. Environmental Science & Policy, 51, 202-214.
Giacomarra, M., Galati, A., Crescimanno, M., & Tinervia, S. (2016). The integration of quality
and safety concerns in the wine industry: the role of third-party voluntary
certifications. Journal of Cleaner Production, 112, 267-274.
43

44OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Gmelin, H., & Seuring, S. (2014). Achieving sustainable new product development by
integrating product life-cycle management capabilities. International Journal of
Production Economics, 154, 166-177.
Kao, D. T. (2015). Is Cinderella resurging? The impact of consumers' underdog disposition on
brand preferences: Underdog brand biography and brand status as moderators. Journal of
Consumer Behaviour, 14(5), 307-316.
Li, H., de Zubielqui, G. C., & O’Connor, A. (2015). Entrepreneurial networking capacity of
cluster firms: a social network perspective on how shared resources enhance firm
performance. Small business economics, 45(3), 523-541.
Menghini, S. (2015). The new market challenges and the strategies of the wine companies.
Olsen, J., Wagner, P., & Thack, L. (2016). Wine marketing & sales: Success strategies for a
saturated market. Board and Bench Publishing.
44

45OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Business Planning and Reflection
Assignment 4
Name of the student
Name of the university
Author Note:
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46OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Executive Summary
The following report is based on the identification of the marketing strategies and the ways by
which an organization can introduce its product in the Australian market. The case of Monte
Creek Ranch Winery has been selected for the following report and the company will be
launching their unique product named “2016 Hands up White Wine” in Australia. The
assignment has been divided into four different parts with each of the parts discussing different
strategies. The first part deals with the introduction and overview of the company and also the
internal as well as the external analysis of the business organization. Apart from it the report has
also provided a comprehensive competitive advantage and some other details regarding the
same. The second part of the assignment provides the Brand equity, product strategy and many
more as such. The third part deals with the segmentation and communication strategies, whereas
the last part of the assignment has dealt with the different types of the market implementation
strategies of the new product in Australia. The marketing of the new wine will be undertaken by
the management of the Monte Creek Ranch Winery in a proper and effective manner, so as to
ensure that the brand is welcomed in a positive manner in Australia. The beginning step to be
followed by the business organization in this regards will be to start a market survey through the
likes of the marketing team of the business organization. The results of the market survey will
act as a major determinant for the launch of the business in the market and also establish the
brand in the Australian market. The next step which will be followed by the management of the
business organization is the selection of the brand strategy, communication strategy and the
strategy for expansion in the Australian market. The choice of the new strategy and the
segmentation of the market to select the potential customers of “2016 Hands up White Wine”
can help the organization to ensure the success of the market in the business. The management
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47OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
has to also select a comfortable yet competitive price for the new brand to both attract customers
as well as garner the targeted revenue for a specified time limit. The marketing mix of the
organization will also include the proper consideration of the place of selling the wine, the
people who will be targeted and the promotional activities that will be taken up by the
management of the organization to complete the marketing process.
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48OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Table of Contents
Part A...............................................................................................................................................3
Business Marketing Plan.................................................................................................................3
Executive Summary.....................................................................................................................3
Introduction..................................................................................................................................3
Opportunity Identification and Development of Marketing Strategy..........................................3
Consumer Behavior and Purchasing Process Analysis...............................................................3
Brand Strategy.............................................................................................................................4
Product Strategy...........................................................................................................................4
Channel Strategy..........................................................................................................................4
Segmentation Strategy.................................................................................................................4
Communication Strategy.............................................................................................................5
Pricing Strategy...........................................................................................................................5
Marketing Plan Implementation..................................................................................................6
References....................................................................................................................................7
Part B...............................................................................................................................................9
Reflective Summary....................................................................................................................9
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49OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Part A
Business Marketing Plan
Executive Summary
Introduction
The report has been prepared in order to develop a marketing plan for “2016 Hands up
White Wine” which is a product of Monte Creek Ranch Winery, one of the most renowned wine
companies in Canada. The company has planned to enter the Australian wine market. The
decision to enter the wine market of Australia is mainly because of the exclusive variety and
popularity of Australia for both as a wine maker as well as possessing a prominent wine market.
The management of the organization is trying to identify different opportunities to enter the
market and the brand selected for its entry is considered to be the best in the following category.
Opportunity Identification and Development of Marketing Strategy
As mentioned in the first assignment of the paper, the management of Monte Creek
Ranch Winery which has decided to export “2016 Hands up White Wine” to Australia will be
helping the organization to attain the unique status as because the following product will provide
a number of variants that will help the organization to attain a competitive edge in the Australian
market. The opportunity will have to be identified in line with the mission, vision and the
strategies of the business enterprise.
Consumer Behavior and Purchasing Process Analysis
The uniqueness that the company will provide with the sell of “2016 Hands up White
Wine” in Australia can prove to be helpful for the organization as because they will already find
a ready market in the country and can also benefit from the fact that the Australians have a great
taste for unique quality of wines. Apart from this the great taste of wine of the Australians is also
one of the most important and unique qualities that will go in favor of the customer satisfaction
for the organization. “2016 Hands up White Wine” will also bring a sense of cultural and
economic values within the potential customers of the wine in Australia.
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50OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Brand Strategy
As mentioned in assignment 2 of the following report it is important for the organization
to ensure the creation of highly rated and highly valued brand equity to ensure increased means
of better and unique promotional activities. The unique and effective promotional activities will
help in the success of the organization. The marketing team of the organization can enhance
different surveys to get the feeling of the customer psychology and apply the strategies
accordingly. The application of the best strategies will help the organization to ensure better
growth and better strategy.
Product Strategy
The plan of the organization to develop the product in Australia will completely depend
on the execution of the discussed plans that includes the likes of development of wineries in
Australia itself which will help the organization to develop better products and also reduce the
operational cost involved in the transportation of the wine. Apart from this the increasing use of
renewable energy sources and use of CSR measures will also help to change the strategy of the
product in Australia and provide it help it to gain a sustainable structure.
Channel Strategy
According to the report of the management of the Monte Creek Ranch Winery the use of
different channels like Social media and promotional events can help promote the “2016 Hands
Up Wine” in the best possible manner. The major focus of the organization has been provided
over these two channels because social media provides great scope to promote the product to a
large base of customers, whereas promoting the wine in different social parties and clubs can be
helpful as such events generally experiences footfall of the potential customers of the “2016
Hands Up Wine”.
Segmentation Strategy
As said earlier, the segmentation strategy of the following business is considered to be
the most ideal for Monte Creek Ranch Winery. The unique segmentation strategy developed by
the company has to be implemented in a proper manner. “2016 Hands Up White Wine” is
considered to be a table wine. The wine has slightly high alcohol content and offers a sweet taste
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51OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
because of the presence of peach and other fruits. As mentioned earlier the company has a
selected range of niche customers who fits to the choice of the particular wine.
The management of Monte Creek Ranch Winery has used geographic as well as
demographic segmentation to market the “2016 Hands Up White Wine” in Australia. The most
important consideration in the particular case has been the choice of the foreign wine brands
amongst the people of Australia. The market study completed by the marketing team of the
company found that there were a significant group of consumers who have a liking for different
imported brands of Wine. The critical reasons for targeting the niche customers are the
competitive price of the wine offered by the organization. Such a competitive pricing strategy
helps the organization to gain success in the market.
Communication Strategy
As suggested by the name the communication strategy will be designed by the company
in such an effective manner that the information reaches out to the potential customers of the
organization. The management of Monte Creek Ranch Winery will be using an online and a face
to face strategy to promote “2016 Hands Up White Wine” in the selected markets of Australia.
The selection of social media for communicating is termed as the best approach to marketing as
because the integration of social media to promote the new product will help to create a larger
market for the wine brand to be imported to Australia. More than 80% of the people of Australia
have been using social media for a long time and therefore the selection of social media will help
“2016 Hands Up White Wine” to easily reach out to different people who may or may not have
an interest on the product
Pricing Strategy
The pricing strategy of the organization must be simple and must not provide any
complexities to the organization. The prices in wine boutiques start at the $ 14-20 range, but the
majority of sales is in the € 15-19 range. When using the premium pricing strategy, the company
has to consider the demand for the product. The organization need to know the maximum price
which the market is willing to pay. This will allow the organization to estimate what reasonable
expectations regarding sales volumes and profits would be. The reason for such a mediocre price
is just because of capturing a prominent share of the wine market in Australia.
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52OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Marketing Plan Implementation
The marketing plan implementation will include;
Successful marketing managers analyze the potential market for their products and
services. They conduct research using resources such as the Hoovers website, which provides
insight and analysis about the competition. An effective marketing strategy uses this information
to build the company's brand presence.
Marketing managers gather details about prospective customers. These marketing
professionals conduct online surveys, focus groups or personal interviews to find out about
customer buying preferences, goals, economic status and financial resources. Then, they create a
marketing plan by downloading a template or developing their own format. For example, the
Microsoft Office website provides a comprehensive marketing plan template that allows
marketing professional to fill in the details about the target audience, competition, pricing and
buying process. A marketing manager includes details about the types of marketing promotions
to implement, such as brochures, coupons, posters, newsletters and other collateral and reference
material.
To manage a marketing strategy by planning campaigns and tracking success, successful
marketing managers need to monitor results. For example, after creating print, radio and online
advertisements, they identify which media produce the most business for the company.
Marketing professionals assess campaigns by conducting customer surveys about the ads. They
develop a catalog of offerings, ensuring that the message is consistent and maintains integrity to
build a loyal customer base. This usually produces additional leads that help to grow the
business.
By focusing efforts on maintaining current customers, a company saves money; it
typically takes considerable effort to win new business. Successful small businesses provide an
excellent customer service and support experience to ensure customers return to buy additional
products and services. Smart entrepreneurs know they need to help customers solve their
business problems, not just sell them random products and services. A successful small business
owner encourages everyone in the company to consider marketing of products and services to be
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53OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
an integral part of their job. Company executives usually reward and recognize exemplary
performance related to sales, support and product promotion.
The implementation of the following strategy is to overcome the conservation of the
buyers and their trust that will be obtained for the new product. The creation of the trust and the
creation for the demand of “2016 Hands Up White Wine” is one of the most necessary for the
management of Monte Creek Ranch Winery to achieve in the market of Australia. The most
important part of the organization is to ensure that the profits that have been calculated for the
following part is realistic and achievable in nature, an unrealistic profit cannot help the matter of
the organization. The implementation of the strategy will also involve the engagement of the best
techniques that will be used to market the products in the market. As said earlier, diversification
and segmentation can be two of the most important elements that can be used by the
management of “Monte Creek Ranch Winery” to ensure that the new product being launched in
the market, meets the specifications of the business organization.
The management of the company has to also keep in mind about the competition in the
business market. Increased competition will force the company to monitor themselves with
major compromise to customers and resellers to market their products through incentives. In
addition, the objective factor of increasing the role of incentives is that, advertising effectiveness
is reduced because of the rising cost of advertisement in the media. Therefore, increasing number
of companies resort to promotions as a means that can effectively support the campaign and the
purpose of their product, in order to describe the value and importance of marketing especially
its strategy in marketing goods and services.
The grand idea that can be implemented by the management of Monte Creek Ranch
Winery is the study of professional activities of marketing to develop marketing strategies for the
company in question and to get an idea of the methods of selecting a competent and workable
marketing plan. To achieve this goal the thesis must decide the following tasks:
 Analysis of current issues in the marketing environment as a basis for the development of
the marketing strategy
 Planning for the development of marketing strategies
 Examination of current types of marketing strategies
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54OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
 Selecting the marketing strategy from the possible alternatives
 Implementation of chosen strategies
 Assessing the condition of the marketing environment of the company
The implementation of the following steps will provide a solid base to the marketing
strategies of Monte Creek Ranch Winery and will make its unique product to be launched in
Australia a successful one.
The management must ensure to keep a tab on the performance of the organization in
Australia. Keeping a tab on the performance includes keeping a tab on the performance of the
product in the Australian market. The performance can be measured by a monthly check up of
the sales and the feedback of the customers who buy the wine. The regular measurement of the
performance helps the organization to gain a better understanding of the business and makes
them easier to make necessary changes to the better management of the product in Australia. As
said earlier, the presence of a stable wine market and some of the best brands of wine will
provide a huge challenge to the management of Monte Creek Winery to establish itself as one of
the best wine makers. The analysis of the market can help to establish a number of causes for
both high and low performance. They are as follows;
High Performance
The high performance of the business depends on the selection of the potential customers
and the slection of the best brand for launch in Australia. The selection of “2016 Hands up
White Wine” can act as a master stroke for the management as because, the particular wine has
a unique flavor and a blend of different new tastes that is totally new to the industry.
Low Performance
The low performance of the business can be mainly because of the difference in quality
and the preferences for the customers over the Australian specific brands. The decision of the
management of Monte Creek Ranch Winery to charge a substantial amount for the “2016 Hands
up White Wine” can act as a boomerang as because the people of Australia might think the
brand to be a cheaper version of the original and therefore will abstain themselves from the
brand.
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55OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Some of the methods that could be helpful to improve the performance of the organization in a
proper and effective way are;
 Continuous market study Constant examination of the brands and the rivals Providing effective discount to the customers Providing other brands after the introduction of “2016 Hands up White Wine” in
Australia
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56OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
References
Australian Vintage Limited. (2018). The Wine Company - Australian Vintage Limited. [online]
Available at: https://www.australianvintage.com.au/distributor/wine-company/ [Accessed
27 Dec. 2018].
Bonn, M. A., Cronin Jr, J. J., & Cho, M. (2016). Do environmental sustainable practices of
organic wine suppliers affect consumers’ behavioral intentions? The moderating role of
trust. Cornell Hospitality Quarterly, 57(1), 21-37.
Bresciani, S., Ferraris, A., Santoro, G., & Nilsen, H. R. (2016). Wine Sector: Companies'
Performance and Green Economy as a Means of Societal Marketing. Journal of
Promotion Management, 22(2), 251-267.
Doloreux, D. (2015). Use of internal and external sources of knowledge and innovation in the
Canadian wine industry. Canadian Journal of Administrative Sciences/Revue Canadienne
des Sciences de l'Administration, 32(2), 102-112.
Doloreux, D., & Lord-Tarte, E. (2014). Innovation in the Canadian Wine Industry: Evidence
from Three Wine-Producing Regions. European Planning Studies, 22(5), 1062-1080.
Doloreux, D., Shearmur, R., & Guillaume, R. (2015). Collaboration, Transferable and Non‐
transferable Knowledge, and Innovation: A Study of a Cool Climate Wine Industry (C
Canada). Growth and Change, 46(1), 16-37.
Doloreux, D., Shearmur, R., & Guillaume, R. (2015). Collaboration, Transferable and Non‐
transferable Knowledge, and Innovation: A Study of a Cool Climate Wine Industry (C
anada). Growth and Change, 46(1), 16-37.
Esmaeilpour, F. (2015). The role of functional and symbolic brand associations on brand
loyalty: A study on luxury brands. Journal of Fashion Marketing and
Management, 19(4), 467-484.
Esmaeilpour, F. (2015). The role of functional and symbolic brand associations on brand
loyalty: A study on luxury brands. Journal of Fashion Marketing and
Management, 19(4), 467-484.
56

57OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Fiore, M., Vrontis, D., Silvestri, R., & Contò, F. (2016). Social media and societal marketing:
a path for a better wine?. Journal of Promotion Management, 22(2), 268-279.
Fleming, A., Rickards, L., & Dowd, A. M. (2015). Understanding convergence and
divergence in the framing of climate change responses: An analysis of two wine
companies. Environmental Science & Policy, 51, 202-214.
Giacomarra, M., Galati, A., Crescimanno, M., & Tinervia, S. (2016). The integration of
quality and safety concerns in the wine industry: the role of third-party voluntary
certifications. Journal of Cleaner Production, 112, 267-274.
Newton, S. K., Gilinsky Jr, A., & Jordan, D. (2015). Differentiation strategies and winery
financial performance: An empirical investigation. Wine Economics and Policy, 4(2), 88-
97.
Olsen, J., Wagner, P., & Thack, L. (2016). Wine marketing & sales: Success strategies for a
saturated market. Board and Bench Publishing.
Our Story - Monte Creek Ranch Winery. (2018). Retrieved from
https://www.montecreekranchwinery.com/monte-creek-ranch/history/
Steenkamp, J. B. (2017). Global brand strategy: World-wise marketing in the age of
branding. Springer.
Vigar-Ellis, D., & Mattison Thompson, F. (2015). The effect of wine knowledge type on
variety seeking in wine purchasing. Journal of General Management
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58OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
Part B
Reflective Summary
After completing the total report I found out that there were quite a few things that I came to
know. Basically the following report on Market entry has helped me to gain a strong
understanding of four different activities. They are as follows;
a. Market Entry and Strategy
b. Brand and Product Strategy
c. Segmentation and Communication Strategies
d. Selection of the right strategy
Though each one of the lessons were helpful for me, the lessons on segmentation and
communication have been the most important among all of the others. The following strategy has
been chosen by me as the most important because communication and segmentation has been the
main characteristics of different types of the business organizations in nowadays. Apart from this
I came to know the different characteristics and importance of proper and effective
communication which can act as one of the pillars of success in my professional career.
While engaging in different kinds of discussions with the other people doing the same project
I found out that a majority of them marked the third chapter of the assignment to be the most
important as they felt that the segmentation of the Australian Wine market will be utmost
necessary to find out the right customers for the “2016 Hands Up White Wine”. This is because
a famous wine market like Australia with the presence of large scale wine makers will not help
the cause of the company. Therefore the management of Monte Creek Ranch Winery needs to
segment out the potential customers and market the product to them. Apart from it the
organization will also need a proper and trustable channel to ensure smooth marketing and
promotion.
Apart from face to face discussions I also had some online conversations with different
people on the market strategies to enter into new markets. Therefore I was able to hear and both
agree and disagree with different discussions and choices of people. There were people who
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59OPPORTUNITY IDENTIFICATION AND MARKET STRATEGY
suggested vague techniques like employing simple marketing techniques to enter the market and
there were some who suggested opening factories to produce “2016 Hands Up White Wine”
before entering the Australian market. I clearly did not agree to such suggestions and discussed
my views with them in a constructive manner. However, I am confident that all the ideas and the
discussions that were received by me during the completion of the report were of immense
importance to me as each one of those helped me to learn new things and helped me in gathering
quality knowledge. The Business to Business marketing concept has been discussed in such a
transparent and clear manner that it helped me to gain a good understanding of it. Each and every
concept like product strategy, business values, brand equity, brand strategies, pricing strategies
has been discussed in the most appropriate manner that has been helpful for me to advance in
each and every parts of the assignment.
59