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.

Profile of the target segment
Various aspects in relation to the target market are as follows:
Company will target the people who lie in the age group of 26
to 45 years as they like to enjoy their special occasions or
moments with wine.
Medium and upper income class group will be target market of
the business unit who enjoys food, fashion etc.
Further, people with exclusive lifestyle will also be the target
segment of the customers. Usually, individuals have desire to
live life in such a manner that others want to follow them. In
this, by making focus on such people company can achieve
objectives to the great extent.

Developing a distribution strategy
Company will distribute its products or services mainly
through stores. For this purpose, business unit will
make contact with the most popular supermarkets.
Moreover, people have high faith on all the products or
services of stores from which they are highly familiar.
 In this, by making contracts with the high well-known
stores of Mexico, business unit would be able to deliver
more effectually and efficiently.

CONTD….
 Further, to distribute its product, company will also open its
personal liquor store which will aid them them in deliveing r
wine to the customers in the best possible way.

Developing a positioning strategy
In the strategic business environment, company can achieve
success only when they build distinct image in the mind of
customers about their products and services.
In this regard, positioning is the most effectual way which
provides assistance to the business unit in attracting the
customers against its competitors.
Positioning
Attributes
Price
Quality

4 P’s of marketing mix
Product: Attractive designed bottles, varied flavors etc.
Price: competitive pricing strategy
Place: Supermarket and Liquor stores
Promotion: Labeling, traditional and modern means of
advertisement.

Calculating a break-even for a product
Break even point is the measure which provides deeper insight about the level
at which revenue earned by the firm will be equal to the cost incurred by
them. By this, company can determine the number of bottle which they need
to sell during the year for getting the situation of no profit-no loss.
For instance:
Fixed expenses: $14000
Sales (per unit): $7.5
Variable cost: $2.5
Break-even point: 14000 / (7.5 – 2.5)
= 2800
On the basis of above aspects, it has been stated that Accolade wines requires
selling 2800 bottles for getting the break-even point. After this point,
company would be able to attain profit.

External environment
Accolade wine will follow the entire consumer protected laws and
legislation while producing and delivering wine to the end consumer.
Along with this, company will also provide customers with high
quality wine by making use of effectual ingredients.
Further, business unit will not provide false information to the
customers about the ingredients etc.
Business organization will appoint the team of expertise personnel
for drafting the promotional campaign and plan in accordance with
the laws and legislation.
 Company will not place any advertisement which is against the
culture and regulations of Mexico.

CONCLUSION
Concluding this, it can articulated that by making
focus on people aging between 26-45 years company can
get the desired level of outcome. Besides this, it can be
inferred that Accolade wines can position itself on the
basis of its attribute, price, quality aspects which will help
them in building and sustaining competitive edge over
others. It can be seen in the report, that Mexican people
see wine as a part of their living style. Thus, by
introducing wine in Mexico business organization will
widen their global presence.

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