Marketing Plan for Maltese Wine: Air Malta and Industry Analysis

This report examines the marketing principles applied to the Maltese wine industry and its relationship with Air Malta. It begins with an introduction to marketing concepts and then delves into the specific context of Malta, analyzing the advantages and disadvantages of the link between the wine industry and the airline. The report highlights the interconnectedness of the two entities, especially regarding tourism and the provision of wine to visitors. It then proposes an outline marketing plan for the Maltese wine industry to expand its reach internationally, including an overview of the company, mission, vision, objectives, and SWOT and PEST analyses. The report considers the challenges of entering established markets and suggests strategies for brand building and market penetration, providing valuable insights into marketing in a small-country context. The report is a student assignment and is available on Desklib which provides past papers and solved assignments.

Principles of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
A) Critically assess the link between the Maltese wine industry and Air Malta. What are likely
marketing advantages and disadvantages that may result from such relationship......................1
B) “For a small country whose wines are largely unknown abroad,” develop an outline
marketing plan aimed at taking on the established and well known market leaders..................4
CONCLUSION................................................................................................................................9
.........................................................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
The concept of marketing is considered to be the whole and soul of the business
association. Principles of marketing plays a essential role in the association as these principles
are those which are mainly concerned with framing products,price, promotion and distribution
strategy of the firm. This assignment is mainly based on the case study of the Malta which is the
largest group of three islands where other two are named as Gozo and Camino together all three
are known as Maltese islands. The reports also give emphasis on advantages and disadvantages
associated with the marketing of the different industries such as Maltese wine industry and Air
Malta. The whole report will cover the study on the topic that is A taste of Malta and focuses on
the preparation of the marketing plan so that the business can maintain their sustainability for the
longer duration of time(Kotler and Armstrong, 2013).
PART A
A) Critically assess the link between the Maltese wine industry and Air Malta. What are likely
marketing advantages and disadvantages that may result from such relationship.
Malta is termed as the Mediterranean sea and a destination of coastal with the tourism
tradition from the UK to Britain. These Maltese are the combination of Gozo, Malta and Camino
which are the three largest islands. Malta has been ruled by number of nation during the past
duration. From 1800 the island has been occupied by the British. The industry of Malta was
further expanded to the business of wines and airlines which later on named as Maltese wines
and Air Malta. The Business have its important market to operate the business within various
countries such as Italy, Germany and Spain.
MALTESE WINE INDUSTRY :
There are five major wine industries present on the islands among which the tastes of the
Maltese wine is considered to be the best. As the business is operating their organisation in the
sea coast it is easier for them to expand their operation in to various products and services as this
will increase their profit margin. Maltese wine industry mainly focuses on the manufacturing of
the two variety of wine is that red and white which are named as Gellewza and other is
Ghirgentina. One of the most famous and traditional sparkling wine which the business of
Maltese produce is Marsovin's Cassar de Malte(Bühler and Nufer, 2015). The growing demand
of the Maltese wine has also lead more extraction and import of the grapes so that the same taste
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of wine can be produced. The production of these wineries is done on the basis of the climatic
condition where the climate of Malta is more suitable for the Red wine whereas the people of the
Maltese use to prefer white wine just because of the heat. All these varieties of wines within the
Maltese wine industries are produce depending upon the twenty varieties of the grapes(Atwal
and Williams, 2017).
AIR MALTA :
Malta has further decided to expand its business in the airline sector where the business
have focus on establishing the new ventures that is Air Malta of its own. There are various airline
industry which offers flights to the Malta industry such as , British airways, Easy jet, Ryanair etc.
Also the business of Air Malta have similarly decide to share a code with the British Midlands
airways where the passengers of both the flights fly on the same air plane so that cost can be
reduced. The business of Air Malta has also made it easier for the business of Malta to have a
count on the number of Passengers visiting to the islands. The companies offers merely 30 flights
a week to London,Heathrow, and Gatwick airports as well as flights to Manchester, Belfast , East
midland and Birmingham. To make the island accessible for each and every UK tourist there are
100 flights between the UK and Malta(Malta tourism , 2019).
Tourism figures of the Air Malta are as under :
Tourists 2005 2006 2007
Total Number of
tourists
1170610 1124233 1243510
Number of nights
stayed by tourists
10933168 10502988 10890217
Visitors to Malta
from UK
428615 431340 482404
Visitors to Malta
from Germany
138217 125811 130049
Visitors to Malta
from Italy
92460 112811 130049
Both Air Malta and Maltese wine industries are interconnected as :
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Air Malta is some what related to the business of Maltese wine industries as both these
company are operating their business under the Malta. As Malta being a sea coast area the
facility of wine to the passengers visiting to the island through the Air Malta is provided by the
Maltese wine only. As raising money within the Maltese wine was not an easier task so for this
they decided to tie up with the Air Malta regarding their serving of wines to the visitors. There is
no other industry available in the island which can provide the wine so the demand of the
customers for wine is fulfilled by these Maltese industry only through which the business can
also increase their productivity and profitability.
Marketing Advantages And Disadvantages:
Air Malta as well as the business of Maltese wine industries will be benefited through the
process of marketing within their business. The concept of marketing within these industries will
enables the firm to build interest in the public regarding their product and services so that the
position of growth can be attained. Along with this the concept of marketing sometimes can be a
disadvantageous for the business(Moriarty and et. al., 2012).
Advantages of marketing to Maltese wine industry and Air Malta are as mentioned :
 Marketing acts as a basis for decision making – This will enable the business of wine
and airline in their decision making process as through the proper marketing these
business can easily identify what , how and where the products and services are
demanded, what qualities and value should be rendered and who are their potential
customers so that they can easily form the decision and can operate business in a
successful manner.
 Marketing helps in increasing National income – National income is refers to as the
amount of money from the goods and services which a nation possesses. Marketing refers
to the efforts of rise in the production level of the firm which will directly leads to the
contribution of the national income. So through this both the business can easily rise and
can make efforts to increase their productivity and enhancement of business so that
national income can be raised.
 Marketing will support the business in increasing their brand image and
recognition- Through this the business of Airline and wine can also increase their brand
image as marketing will help them to promote their product in the market as much as they
can and also will enable them to use different way of attracting people to buy their
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products due to which the customer will get attracted towards the products and will
become more associated with the product where they will easily identify the product
through its packaging, logo and design(Atwal and Williams, 2017).
Disadvantages of marketing to the business of Maltese wine and Air Malta :
 Investment of time : Marketing of business will take much times as in this the business
of wine and airline will first do the analysis of the market and will formulate the strategy
to market the product , research about the appropriate design, packaging, and planning
about how the product will be marketed and its promotional tools all these activities will
leads the business of wine and airline in their much investment of time which is a
disadvantage.
 Huge competition : This is one of the major disadvantage which is in front of the
business. The company of wine and airline both has to face this as there are many firm
which is operating their business in the same field and has focused more on their
marketing of products and services due to which the business may face the problem while
marketing about their brands products and services(Gbadamosi, 2013).
 Increased cost of the business : Marketing involves used of different different tools and
sources through which the activity of marketing can be carried out . To apply a suitable
marketing strategy it take much time and involve more cost due to which the issue for the
company arises in managing their resources and their effective utilisation within the time
period.
Even though both the business Is operating their firm at the sea cost they may have some
benefits and some disadvantages. As one is wine industry and the another one is Air Malta so
their working is also different as they will formulate strategies for their business as per their
requirements only so that the business can attain a position of growth(Moriarty and et. al., 2012).
They will also use different ways of marketing as wine industry will market their products
considering the taste and brand which the customer prefer and the Air Malta will market their
products considering the luxury services which the airline industry provide to their customer.
B) “For a small country whose wines are largely unknown abroad,” develop an outline marketing
plan aimed at taking on the established and well known market leaders.
Marketing plan is the one which serves the business as a blue print for their execution of
the operations and activities. This highlights all the marketing strategies and the tactics which the
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business will use in the near future. The business of Maltese wines must prepare a marketing
plan as this will support the business in identifying strategies, avoiding all the uncertainties so
that the product can be lunched successfully to the abroad or international market(Janssen and et.
al., 2013).
Overview of the company : Maltese wines industry is operation their business on a
small scale at the Mediterranean islands. Almost all the wines which is produced by the Maltese
are consumed by the tourists visiting to the islands of Malta. Only few amount of these Maltese
wines are exported to few rich foreign customers. So now the business of Maltese wine industry
is planning to introduce their wines to the abroad or international for which the business have
plan about how to market the product so that it can be termed as beneficial for the firm.
Mission : The company tends to increase and expand their business by launching their
wines internationally(Bühler and Nufer, 2015).
Vision: Maltese wines seeks to capture large market share so that their company can be
renounced and recognise by each and every customer.
Objectives: In order to launch their product of wines successful in the internationally
market the business have set SMART objective :
Specific- Company tends to expand their business by capturing market share from 30% to 70%.
Measurable- The business of Maltese wines needs to measure all the pros and cons which the
business is going to face while launching wines internationally.
Attainable- For attaining this the business have focus on hiring of skilled labour force who can
perform the activity of marketing.
Relevance- The company tends to increase its market share by beating the competitors
prevailing for their business in the market(Santucci and et. al., 2012).
Time bound- The time which the business have decided to their products and business success
in the market is within the duration of 6 months.
SWOT Analysis and PEST analysis of the business that is Maltese Wines:
SWOT analysis will support the business in identifying their strength, weaknesses , threat
and all those opportunities which are prevailing in the market place.
Strength Weakness
 The company enjoys a stable political  The business of the Maltese wines have
to face difficulty in achieving their
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and regulatory environment.
 The business operates their operation
with the support of their
multidimensional labour force.
economies of the scale as the business
is limited to the domestic market only.
 The company has a weakness as it only
have limited coordination with its local
universities.
Opportunity Threat
 The business have the opportunity to
expand their business to the
international market.
 The business of Maltese can also
establish some solar
solutions(Armstrong and et. al., 2014).
 Maltese wines have a threat from its
competitors who are available in the
market .
 The business may also have to face
from the tariffs and rates by the
government regulatory.
PEST ANALYSIS :
Political factor : The expansion of the Maltese wines can be done in the UK economy in
as successful manner as the rates over the UK economy remains stable and does not change
frequently. As the wine industry is heavily dependent on the taxation rate.
Economical factor- These involves inflation rates, growth rate etc. the business can
easily launch their product considering the prices of the wines as whenever they want they can
rise up the price of the wines for their customers(Brunswick, 2014).
Social factors- The business in this social factor is required to promote their product that
is Wines in such a manner so that the customers values did not get harm as in social factors
customers are more conscious about their social life, belief, values etc.
Technological factors- the business of Wine industry is heavily dependent upon the new
technology so that through that technology easily the activity of refining and distribution can be
done. So in order to manufacture the wines in a quick manner they must adopt new technology.
Marketing Mix for the Maltese wines are as mentioned:
Marketing Mix is done by the business in order to track that the business which the firm
is operating is on right track or not. So below mentioned are the seven P's of marketing that the
business will consider so that proper analysis of their performance can be done. 7 P's are as :
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Product- The business of Maltese wines is launching their new product of wine that is
yellow tails so that the expansion of the business can be done systematically to the international
market.
Price- The company of Maltese wines will focus more on the premium pricing strategy
for their wines at initial level so that the customers base can be built and better quality of wines
can be deliver to the customer(Kotler and Armstrong, 2013).
Place- The business will focus more on expansion of their business to the places where
the consumption of the wine is done on a regular basis. So that from that point of situation the
business can decide and segments the places where to expand the business at prior notice.
Promotion- To promote the product that is wines the business of Maltese wines will
focus on the adoption of various promotional activities so that the awareness about the product to
the customers can be given. To promote the brand of wines the business will focus on the
creation of the Advertisement by sponsoring may celebrity which will impact more on the
customer about the brand.
People- In the the business is required to hire the employees who are well trained and
have the knowledge about the brands and its wines so that they can easily promote and market
the product in the market place(Ali and Talwar, 2013).
Physical evidence- The business must focus on the attractiveness of their wine shops ,
they should create some special events and should also remember their regulars which will lead
the business of their products to the hike in the market and will lead the business to a higher
position.
Process- The business of Maltese wine must give their more focus on the effectiveness of
the process to provide their customer with better quality of services.
STP Strategies :
Segmentation: the business will here segment the large market into the smaller section
so that the product of their brand can be in each hands.
Targeting: From the segmented market the business of Maltese wines will focus on the
segment where the wines consumption is more and is done on the regular basis so that the
expansion can be done in effective manner.
Positioning: this is the last step where the business will seeks to achieve the position of
growth and development by expanding the business into international market(Singh, 2012).
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MARKETING BUDGET OF MALTESE WINES:
The business of Maltese wines have estimated a budget in advance so that the idea can be
gather about how much cost is going to incurred while expanding the business into an
international market :
Budget
Particular Amount
Initial money investment £ 85,000
Promotional activities £ 15,000
Marketing outlet £ 10,000
Total £ 1,10,000
Monitoring and controlling:
Estimation of the budgets to introduced the products that is wines in the international
market is necessary as through drawing a rough budget a business can easily determine that how
much cost is going to incur on the particular activity . This will also enable the business in
reducing their unnecessary cost. So in order to expand their business in a systematic manner they
keeps on monitoring the performance from time to time. So that if there is the difference between
the standard targeted and the actual corrective measure for the expansion of the business can be
taken(Baldacchino and Vella, 2014).
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CONCLUSION
From the above mentioned report it can be concluded that the business of Maltese is
operating very successfully at their sea coast area of the Mediterranean islands with its sub parts
that are Malta, Gozo and Camino. There establishes a link between the Maltese wines industry
and Air Malta which has increased the level of Profitability for the Malta. Apart from the
business has also planned to expand their business to the abroad in an international market by
analysing all the factors such as their strength , political background , positions etc. so that the
expansion which has been done can be prove beneficial for the Maltese wines.
REFERENCES
Books and journals
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Kotler, P. and Armstrong, G., 2013. Principles of Marketing (16th Global Edition).
Bühler, A. and Nufer, G., 2015. Marketing in sports.
Moriarty, S. E. And et. al., 2012. Advertising & IMC: principles & practice. Upper Saddle
River, NJ: Pearson.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. In
Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Gbadamosi, A., 2013. Principles of marketing: A value-based approach. Macmillan
International Higher Education.
Janssen, M. M. And et. al., 2013. Effectiveness of alcohol prevention interventions based on the
principles of social marketing: a systematic review. Substance abuse treatment,
prevention, and policy. 8(1). p.18.
Santucci, L. C. And et. al., 2012. Direct-to-consumer marketing of evidence-based psychological
interventions: Introduction.
Brunswick, G. J., 2014. A chronology of the definition of marketing. Journal of Business &
Economics Research (JBER). 12(2). pp.105-114.
Ali, H. and Talwar, V., 2013. Principles of marketing. London, UK: University of London
Publications Office.
Singh, M., 2012. Marketing mix of 4P’s for competitive advantage. IOSR Journal of Business
and Management. 3(6). pp.40-45.
Baldacchino, P. J. and Vella, A., 2014. Recent mergers and acquisitions in Malta: an analysis.
IUP Journal of Applied Finance. 20(1). p.5.
Armstrong, G. and et. al., 2014. Principles of marketing. Pearson Australia.
Online
Malta tourism , 2019.[Online].Available Through; <http://resources.hwb.wales.gov.uk/VTC/2009-
10/leisure-tourism/malta/Malta%20Case%20Study.htm>
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