IBS 806: Final Report Fact Sheet - Huia Wines Market Strategy Analysis

This report provides a comprehensive analysis of Huia Wines' global strategy. It begins with an overview of the brand architecture, identifying it as both a corporate and product range brand. The report details the products sold, including various organic wines, and the countries where they are currently distributed, spanning across Australia, Norway, the US, Japan, and several European markets. The competitive landscape is assessed, highlighting the presence of numerous wine producers in New Zealand. The report recommends a diversification strategy to generate new revenue sources and enhance competitiveness. It also identifies the need to investigate niche markets, particularly the growing demand for luxury wines. Furthermore, the report advocates for a multi-national strategy to foster innovation and product differentiation, suggesting tailored offerings for different markets. The retail outlets selling Huia wines are listed, including liquor suppliers, restaurants, and grocery stores, along with price points in major markets. The whole product concept is discussed, emphasizing the alignment with consumer needs. Finally, the report identifies potential market entry methods, distributors, and current marketing communication strategies.