Detailed Marketing Strategy Report: Bonatelli Wines in Chinese Market

This report provides a comprehensive international marketing plan for Bonatelli Wines, focusing on its entry into the Chinese market. It begins with a business description, outlining the company's products, mission, and operations, and identifies opportunities in the Chinese market, such as a large and growing population and economic growth. The report also addresses potential risks, including regulations, market trends, and economic instability. It then details the company's international marketing objectives, including brand localization and effective marketing communication, and provides a link between objectives, risks, and opportunities. The report outlines a suitable international marketing approach, emphasizing cultural sensitivity, investment in human resources, and the use of various marketing channels. It further details the operational structure, including marketing, pricing, distribution activities, and roles and responsibilities. The report concludes with a discussion on managing and evaluating international marketing performances, including staff involvement, communication strategies, and marketing outcomes, and emphasizes the importance of product quality, distribution policies, and overall progress in marketing, including KPI like sales revenue, customer acquisition, and return on investment.

BSBMKG606
Manage International marketing programme

Business description
• Company name :Banotelli wines
• Location :McLaren Vale wines district of Australia
• owner: :Tony Bonatelli
• Products: :Merlot, cabernet sauvignon and shiraz
• Mission and vision : To produce a quality boutique wine at a reasonable price
• Operations : Australia, USA, France
• production :500,000 cases of wine per year and 30,000 cases per day
• Employees: :300
• Price ranges of products : $12 to $17 per bottle

 Opportunities in Chinese market
 Available markets- There are current companies in China operating wines business and therefore consumers are aware of the brand.
 High population- China has a high population offering an opportunity for a wide target segmentation of the Bonatelli Company products.
 Economic growth- China’s economic growth is growing significantly with country starting to have a high growth of middle.
 Cheap labor- local people in China offers cheap labor when compared to other countries like France and USA where Bonatelli is operating
 Potential risks
 Regulations- marketing trend of other firms might change. Bonatelli should monitor strategies, prices and launch of new products.
 Trends- some trends like change in traffics and taxes might affects the company operations in china.
 Other potential risks include demographic imbalances, political challenges, potential of unrest, market behavior changes, legal changes,
trade barriers and economic instability.
 International Marketing objectives of Bonatelli Company
 Brand localization- modifying Bonatelli products to suit Chinese culture, taste and preferences.
 Marketing communication- To provide marketing communication through Chinese medias in order to create effective brand awareness.
 Market research- conducting vivid market research to identify Chinese consumer needs.

Link between Objectives, risks and
opportunities
risks
Regulations
and trends Trade barriers Economic
instability
Change in
consumer
behavior
Demographic
imbalances
Opportunities
Cheap labor Economic growth High populations Ready markets
Objectives
Brand localization Market research Market communication

 International marketing approach
 Chinese cultures and communication- Bonatelli needs to approach Chinese markets by learning more about Chinese cultures in order to
pave way for right distributors and suppliers and further avoid product resistance.
 Company invest heavily on human resource- the company should approach Chinese markets by hiring both Chinese and international
people which will make company strategies easier without intervening in Chinese culture and daily lives.
 Connection to Chinese supply chain networks- Good supply chain with Chinese will make the company to develop new methods of
expanding its operations.
 Positive business personnel outlook towards Chinese culture- This will be an approach that will create good friendship between Chinese
people and the company.
 Well trained and experienced marketing officers – This approach will create a mind compiling voice for the brand
 Extensive use of televisions and internet- this approach will ensure maximum number of people are reached.
 Consideration of Chinese festivals and holidays and offering of promotion of the products- The approach will increase sales revenue

Approaches, outcomes and impact
High sales turnover
Organizational growth Future expansion to other Asian countries
impact
Low market entry and barriers Brand awareness
outcome
Low resistance
from Chinese
Effective distributors
and suppliers
Hiring of Chinese
people
New methods of
expansions
Creation of Minds
compiling brand
Wide
coverage
Increased
revenues
Approaches
Attention to
Chinese culture
Investing in Human
resource
Connection to Chinese
supply chain networks
Positive business
personnel
trained marketing
officers
Use of social media,
televisions and radios.
Holiday and
promotion
considerations

 Operational structure
 Bonatelli activities segmentation: marketing, pricing and distributions and roles and responsibilities
 marketing activities: market segmentation and research, positioning and budgeting
 Pricing and distribution activities: objectives and goals, rivalry intensity, customer characteristics and product life cycle.
 Roles and responsibility activities: team management, coordination of diverse markets, resolving cross-functional issues.
 Suitable Organizational structure for Bonatelli activities : Functional hierarchical organization structure
 Operation structure: monopolistic competition market structure

 Managing International marketing performances
 Staff : Involvement of staffs in objectives, agreements on responsibilities, roles and accountabilities
 Communication: development of communication strategy to suite customs, culture, level of knowledge and personal needs.
 Marketing outcomes: marketing integration involving social media, internet, print media, televisions and radios.


Management of international marketing
performance
staff
• roles
• Responsibility
• Objectives
• Planning
• Decision
making
communicatio
n
• Communication
strategy
• Cultures, customs
and negation styles
• Level of knowledge
Marketing
outcome
• Marketing
integration
involving social
media, print media
and television

 Evaluation and improvement of international marketing performances
 product, distribution policies and pricing- product concerns include quality, packaging, styling and functionality. Pricing concerns include
competitive pricing. Distribution policies include warehouse, inventory management, logistics and store networks.
 overall progress in marketing- Concerns in overall marketing performance include effective human resource, robust financial capacity,
sustainable growth, storage and superior corporate infrastructure.
 Review and analysis of objectives and market outcomes- objectives of customer satisfaction and good sales return enhanced through
market research, brand localization and effective marketing communication.
 Change in market phenomena- demand and supply markets increasing as china economic growth is grown
 Review of marketing performance with KPI- Bonatelli has superior market as compared to other organization. KPI like china sales revenue
assist the company to get profits insights, customer acquisition determined the customer satisfaction and life time valu, return on investment
(ROI) planning new budgets and strategies for upcoming year.

International marketing performances evaluation
summary
Product, distribution,
policies,
• PRODUCTS
• Styling
• Functionality
• Packaging
• Quality
• DISTRIBUTION
• Inventory management
• logistics
KPI
• Return on investment
• Customer acquisition
• Sales revenue
Overall progress in marketing
and change in marketing
phenomena
• Demand and supply
markets
• Sustainable growth
• financial capacity
• infrastructure

Thank you !