International Marketing Strategies for Bonatelli Wines in China

Marketing 1
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Marketing 2
Task 1
In Australia, Consumer needs of diverse target groups are segmented in terms of demographic,
psycho graphic, geographic and behavioral. The market catering to women has a higher
consumer need for items such as cosmetics, health supplements and groceries. Males have a high
consumption of alcoholic beverages. Youth’s market has a higher consumption of adventure
sports items and modern technologies. High and middle class income has high consumptions of
luxuries such as high end electronics.
Task 2
Germany, China and New Zealand markets have different cross-cultural communication
and negotiation styles. Germany has low-culture context of 35, nonverbal differences are
medium, long-term orientation is very high, indulgence is low, power distance is medium,
individualism is high, and masculinity is high. China has high culture context, non-verbal
differences are high, masculinity is low, and power distance is medium. New Zealand has
medium non-verbal differences, low culture context, high indulgence and high individualism.
Therefore, the best negotiation style for Germany is a collaboration or cooperating. In New
Zealand, the suitable negotiation style is compromising while in China is accommodating.
Task 3- report.
Description of the business
Bonatelli wines is a premier wine business located in the McLaren Vale wines district of
Australia. The company is a producer of fine quality wine that is famously known for finishing
and taste. Tony Bonatelli owns the company and is situated on a 65-acre property in a vineyard
of Australia. The three types of products produced by the company include merlot, cabernet

Marketing 3
sauvignon and Shiraz (Hughes & Wang, 2014). The mission of the business is to produce a
quality boutique wine at a reasonable price with the ultimate aim of facilitating repeat purchases
as well as enhancing customer loyalty. In Australia, Bonatelli Company sells its products in bulk
to other large wineries and the company has no branded product for sale. The company has
successfully penetrated into the global business has launched a range of bottled red wines in
France and the United States markets. Currently, the company has employed over 300
employees. The company has capabilities of producing 500,000 cases per year and 30,000 cases
per day (Hughes & Wang, 2014). Bonatelli wine retails at US$ 12-17 per bottle in the United
States hence considered as a premium sector of the market (Thompson, 2016). Bonatelli wines
are sold mostly in supermarkets and liquor retailers.
International marketing objectives
China market-cheap labor, high population and economic growth provides viable
business opportunities that are suitable for Bonatelli Company to do business in the country. In
addition, the emergence of the middle-class economy in China has increased the demand for
wines (Uner & Gungordu, 2016). With Bonatelli Company being successful in the United States
of America, the company has different objectives that it must put in place in order to explore all
these opportunities. The market objectives of Bonatelli Company include conducting thorough
market research, brand localization and marketing communication while the potential risks
include regulations and trends.
Brand localization- Bonatelli company aims at creating brand localization in the
Chinese market through modification of its products so that it can fit Chinese culture and also
suit preferences and taste of the local customers.