BSBMKG516 Marketing Plan: Profiling International Markets - Hardy Wine

This marketing report outlines a plan for Hardy Wine to enter the Mexican market. It includes a situation analysis, SMART objectives, and a PEST analysis of Mexico. The report details the selection of Mexico as the target country due to its strong demographics and wine consumption habits. A SWOT analysis of Hardy Wine is provided, followed by a segmentation, targeting, and positioning (STP) strategy focusing on demographics, geographic location, psychographics, and behavioral factors. The distribution strategy involves utilizing stores and opening a personal liquor store. The positioning strategy focuses on attributes, price, and quality, supported by the 4Ps of the marketing mix. A break-even analysis is calculated, and external environmental factors, including consumer protection laws, are considered. The report concludes that focusing on the 26-45 age group and positioning based on attribute, price, and quality will help Hardy Wine achieve a competitive edge and widen its global presence. Desklib provides access to similar solved assignments and resources for students.

Marketing Report – Task 2
TASK - 2

INTRODUCTION
Marketing plan may be served as a blueprint outlining
the business and promotional activities performed by the
company during the year. This presentation is based on the
planning of Hardy wines which seeks to offer its product in
Mexico. Concerning this, the presentation will shed light on
the segmentation, targetting and positioning strategy of the
firm.

Selection of a product or service
To have a niche over the international market and mark global
presence, the company has selected Hardy Wine as it’s product.
The organization owes its existence in 1853 by Thomas Hardy and
further captured the Australian market by becoming the largest
winemaker. Now, Accolade wines enjoy global business operations
in UK, North America, South Africa, Asia, Australia etc.
Latter is a global wine company which offers world’s best-known
brands in all over countries.
Company attained success by offering wines in the major countries
of the world such as Australia, UK, US, Canada, Japan, China etc.

Business objectives
To carry the activities pertaining business in an
appropriate manner, SMART objectives have been
developed by the firm which are enumerated below:
Specific: To become a market leader in Mexico by
offering the high quality wine at affordable prices.
Measurable: By making comparison of company’s
performance against the benchmarked one can easily
be measured.

CONTD,….
Achievable: This can be very well understood with
instance of Accolade wine company which attained its
objectives by making competent and strategic
marketing plan.
Realistic: Objective of the firm is realistic because
people of Mexico consume more wine and the
organization offers this as per the taste of the customer.
Time-bound: Business enterprise can easily attain this
objective within the period of 2 years.

Reason behind the selection of international
market or country
From the outcome of research, company decided to introduce
its wine in Mexico.
It is the most suitable country in terms of the growth and
expansion of the business operations and functions.
Moreover, in Mexico, living standard of the people is very
high. In addition to this, strong demographics can be identified
where houses are common and as dwelling as compared to
apartments.
Besides this, people of Mexico prefer to opt wine with the food
which entails their lifestyle or pattern.

CONTD….
Further, in the accounting year 2015 sales of wine has
augmented with the very high pace.
Customers have knowledge about the wines which are
available in the market and uses as beverages on the
special occasion or purpose. In this, by offering wine in
Mexico Accolade wine will able to get the desired level of
outcome or success.

Determination of the suitability of the product or
service
PEST analysis of Mexico country
Political factors
Economical factors
Social factors
Technological factors

Evaluation of market opportunities
By doing gap analysis, it has been identified that laws and legislation of
Mexico are high supportive as compared to Brazil and other countries.
Further, it has been analyzed that people of Mexico are highly
interested in purchasing high quality and flavoured wine.
Lifestyle or pattern of Mexican people is escalating with the very high
pace as compared to the people of Brazil.
In comparison to Brazil, people of Mexico prefers to take meal with
wine.
On the basis of all these aspects, it can be said that by expanding
business operations and functions in Mexico, company can make
contribution in the attainment of organizational goals and objectives.

SWOT analysis of Hardy wines
Strengths
• Strong brand recognition
• Customer satisfaction and
loyalty
• Quality ingredients
Weaknesses
One of the main weaknesses of
the firm is that it fails to make
use of growing marketing
channels.
Opportunities
• Wine market is continuously
growing
• Growing sales of wine through
the means of online channels of
marketing.
Threats
• Increasing competition
• Varied rules and regulations in
different countries.

Segmentation of the selected target country
Hardy wines can segment Mexican country on the basis of
different aspects are enumerated below:
Demographic factors: age (26-45 years), middle and upper
class group people and professionals.
Geographic: Guadalajara and Monterrey cities of Mexico
Psychographic: Luxurious lifestyle
Behavioural: Mexican people enjoying meal with wine.

Selection of the target segment
Demographic factors
18-25 years old – 10%
26-45 years old – 70%
46-65 years old – 20%
Geographic
Middle and upper income people of Guadalajara and Monterrey cities of
Mexico will be the target market of company.
Behavioural
In this, company will target the people who live in the culture of
dinning with wine.
Along with this, target market also includes individuals with luxury
lifestyle.