Principles of Marketing Report: Vineyard Business Expansion Plan

This report provides a comprehensive analysis of marketing principles applied to a vineyard business seeking expansion. It begins with an introduction to marketing and its importance, followed by an examination of the marketing planning process, including market research, target market identific...Read More

Principles of
Marketing
Contents

INTRODUCTION....................................................................................................................1
SECTION 1...............................................................................................................................3
The component of marketing planning process......................................................................3
Environmental analysis in the form of PESTEL....................................................................4
The Extended marketing mix.................................................................................................5
SECTION 2...............................................................................................................................6
Marketing segmentation in relation to the tourist people coming to UK for vine yield tours6
Target market identification...................................................................................................7
How the company would be positioning its products............................................................7
SECTION 3...............................................................................................................................8
Analyses of marketing mix.....................................................................................................8
CONCLUSION.........................................................................................................................8
REFERENCES.......................................................................................................................10
INTRODUCTION
Marketing is an essential business process that helps in interact, distribute and share
business offering in front of target customers and society as a whole (Fursov, 2017). The
management of marketing focuses on the implementation of marketing strategy, numerous
marketing methods within businesses and organizations as well as the management of the
required resources ad tools for the activities of a business. In this process, marketing manager
provide its own contribution by analysing the marketing mix practices, including finding in
its concepts, putting them into action, reviewing the outcomes and doing it all again.As this
report is based on Vineyardwhich is in Hampshire, England in which Jamie and Megan hill
wants to expand their business for the local and international customers as well as tourists.
This report is going to determine marketing environment and planning process as well as STP
strategy for the firm. At last, it will going to include Marketing mix analysis for the
respective organisation in order to gain desired success.

SECTION 1
The component of marketing planning process
Marketing process should always start with a detailed strategy that enables to
determine the market demand for specific goods or services and after that it is required to
build strategies to reach that demand. These kind practices involves in marketing planning for
a business person who wants to gain desired sustainability from target market. There are
some major components of marketing planning process are determined below as:
Market research: This process contains a proper collection of customer’s data that
what are the products and services they are actually buying as well as their continuous
behaviour towards market (Hollensen, 2019). In context of the family run vineyard of Jamie
and Megan, they required to analyse hoe likely customer’s to buy wines as well as number of
customers who wants to visit such places.
Target market:For an organisation, it is required to analyse their target market in
which thy wants to sale products and services by analysing their potential customers. With
the help of these practices, an organisation can gain desired suitability by offering desired
services to customers. In context of respective business, it is required for Jamie and Megan to
analyse their potential target market in which they can gain maximum benefits.
Positioning: This component determine the perception of the brand in the
marketplace. These practices determine the place of brand and the way the target audience
views them. In this regard it is required for Jamie and Megan to create powerful branding and
marketing campaigns that convey explicitly that how they want to be viewed.
Competitive analysis: For Jamie and Megan who are the owner of a Vineyardit is
required to learn who their potential rivals are, and how different organisational goods and
services from them (Lee and et.al., 2013).Furthermore, what is the prices on which the rivals
are selling, and what market segment are they trying to reach? All these practices will assist
them to develop required strategy in order to develop a unique brand awareness in target
market.
Market strategy: A marketing strategy of organisation is determine the target path by
which firm can gain its objectives easily. For this, firm requires to implement some unique
ideas in their business practices that can assist them to attain objectives easily. These

practices will help to look at the entire marketplace and then break down specific tactics
accordingly.
Budget: For an organisation it is required to develop a specific schedule on the basis
of their planning to spend on marketing practices. As in context of Vineyard, it is required for
Jamie and Megan to identify the requirement of marketing practices such as advertising for
tourist, new market analysis and so on in order to spend a desired amount of fund on it.
Metrics: After conducting all the marketing practices, respective organisation need to
track to their conversation by implementing effective monitoring practices. In context of the
planning of tourist conversation to Vineyard, firm needs to track their business practices with
the help their official website and social media platform.
Importance of adopting a marketing orientation
The marketing strategy as well as the marketing orientation practices concentrates on
business resources and goals on identifying and meeting consumer needs as well as prospects
(Mackay and Wilmshurst, 2012). Major benefits of adopting marketing orientation for
business is:
 Marketing orientation process helps an organisation to increase its sales and income
by providing quality services to customers on the basis of their requirement and need.
 With the help of marketing orientation practices, Jamie and Megan can implement
innovation in their business process through which thy can expand their business in
the tourism as well.
 Marketing orientation can help respected organisation to adopt changes rapidly in
their business in order to meet expectation of their customers.
Environmental analysis in the form of PESTEL
The aim of the Macro Environment Analysis is to recognize potential opportunities
and risks that affect your industry as a whole and that are beyond the industry's control.In this
process, PESTEL analysis can determine a proper analysis as:
Political factor: This factor determine rules and regulations that are formed by
governmental bodies for some organisations (Meidan, Moutinho and Chan, 2015). In context
of liquor business, government of some countries restricts direct exporting of it thus such
practices can impact negatively upon the business of Jamie and Megan.

Economic factor: This factor determine the influence of economic factors upon
business practices such as tax rates, inflation, and employment rate etc. Government of
different countries put a high tax rate on liquors that can directly affect its business income.
Social factor: This factor determine variations in customer’s requirement as well as
needs that affect production process of a firm. For the business of Jamie and Megan, it would
be beneficial to target a specific segment in order to serve their services to themeasily.
Technological factor: It is related to the impact of technology upon an organisational
functional and operational activities. For Jamie and Megan, it is required to serve their
services in a techno friendly way in order to expand their business size in moreappropriate
manner.
Environmental factor: For an organisation, it is required to concern for
environmental practices by managing eco-friendly in it. For this process, government of each
country provide its own contribution for conducting such initiatives.
Legal factor: It is required for an organisation to implement all the legislation which
are prevailing in the country. As Jamie and Megan wants to expand their business size by
making online platform for it. This they needs to implement all the regulation related to
customers safety and so on in order to create a legal framework for the business.
The Extended marketing mix
Marketing is a practice that is continually changing and as such it can be one by
which businesses find themselves in the target market. In this context, most of the
organisations implements marketing mix tool which is familiar to market strategy practices
that can to get an evaluation of overall business. The marketing mix practices are:
Product: The product should have to be in the form for which customers want. It
should perform and it should be what consumers expect (Mishra and et.al., 2013). Main
objective of this is to satisfy requirements and needs of the service users. As in terms of
Vineyard, the product will be wines as well as Vineyard tours.
Price: A product should always be provided to customer on the desirable cost that
determine value for money. For this, firm requires to analyse capabilities of their customers
as well as their willing to pay in order to buy something as per their requirement.

Place: The goods and services should be available where it is easiest for target
customer to buy from.In terms of Vineyard, it could be wine shops as well as online retail
platforms by making organisation’s own website through which they can also deal in
Vineyard tourism.
Promotion: These are the most important practices of firm by which they can directly
communicate with target customers (Payne and McDonald, 2012). In context of Vineyard,
the communication tool that Jamie and Megan can implement can be sales promotion,
advertising, promotion, social media practices and so on.
People: A business rely on the people who operate its functions they can be Managing
Director to front line Sales workers.It is important to have the right employees, because they
are as important for company as the products and services that they provide.
Process: the services of a business are delivered to the customers who are pay for it.
Thus, the process of firm includes a way by which firm render its products to direct customer
by analysing their needs.
Physical evidences: It includes all programs that contain such measurable
components even though the majority of what the user spends is intangible.
SECTION 2
Marketing segmentation in relation to the tourist people coming to UK for vine yield tours
Segmentation is an action where the association partitions the market on the different
bases. This division can be based on financial factor, segment factor, social factor,
geographic factor and the so on. Through segmentation it has become for the organization to
separate the market from another. The organization can lessen their work or the issue for
focusing on which showcase. The segmentation approach isn't just confined to association
utilize as it were. The people additionally utilize this technique for quitting the choices which
are best accessible to them. Like then voyagers individuals who go to the UK searching for
vineyard visit. In this the individuals discovers the spots in UK where they can discover the
vineyard visit (Buhler and Nufer, 2012). From the accessible options the organization at that
point gauges all the elements which are available into the decisions and afterward contrast
them and each other. After examination, the individual would pick the one which suits the
best to him.
Segmentation: In this procedure the visitor individuals would discover the spots which are
accessible in UK with the end goal of vineyard visit. These spots can be discovered through
the online sources. From the online that individual would initially gather all the accessible
spots for vineyard visit. In this the market is separated into numerous fragments. The spots
which are found by the individual would now get contrasted and each other. Examination
should be possible through the cash or use spend, more enhancements and offices accessible,

drive time, transport accessible and the so on. The individual separates all these accessible
spots through numerous elements.
Targeting: In this progression the individuals subsequent to assessing the spots or choices, he
adheres to a specific spot and focus upon that place. In this stage structure the options the
individual has picked one which would give him the best fulfillment and is absolutely well-
suited by him (Sah and Fugh‐Berman, 2013).
Positioning: Positioning alludes to a movement wherein the association puts its items or the
administrations into the market and into the brains of focused clients. As in regard to the
traveler individuals, they as of now have chosen for a specific spot where they will visit for
vineyard visit. At this stage they would at long last purchase or buy the item or
administration.
Target market identification
As a vine organization, the essentially target would be on the accompanying bases:
Demographic bases: In this the association would partition or gathering the market based on
sex, age, education proportion, and so on. Through this the association would think about the
rate for individuals who are discussing into the market and they can be the possibility clients
for the organization.
Economic bases: In this the economic status or the circumstance of the market is been
examined. Through this the association needs to partition the market based on the pay. As the
costs which are set by the organization has the extraordinary effect on the association. In the
event that the costs of the items set by the organization are high, at that point the organization
needs to focus on the gathering which has very high pay (Hall, 2014). In any case, if the costs
which is been set by the organization is really moderate by the individuals then it can focus
upon the market which has the normal salary.
Behavioural bases: In this the association partitioned the market on the bases of conduct
which they have towards the item. For instance the exclusive class tends to drink vine with
their food. Their conduct towards the item is sure. In any case, there are individuals who
don’t consider having wine as their beverages; their conduct towards the item is negative. In
this way the organization would focus available so that the market would be tolerating it.
How the company would be positioning its products
Positioning alludes to setting up the items or the administrations into the market and the
psyches of the clients. In positioning the organization has make an openness of the item for
the client so they can purchase the item.
The vineyard organization by Jamie and Megan Hills would situate their items abroad
through the showcasing exercises (Von der Heidt and Quazi, 2013). They will utilize
different showcasing and limited time exercises in which they teach their focused on
advertise about the item they bring to the table. The organization would instruct the clients
about the extraordinary and various highlight which they have in their item. The promoting
exercises utilized by the organization may include:
 Advertising: The organization can publicize their item through the correct mode or
medium. This may remember the publicizing for Ads, papers, holders and so forth.

 Promotional techniques: The Company can likewise go for sorting out some occasion
for open in which they construct some connection with clients and furthermore
advance their item at other hand.
SECTION 3
Analyses of marketing mix
The marketing mix for Jamie and Megan Hill wine yards are as follows:
Product: The taste of the products which are provided by the company is very much
different from the other available products offered by the competitors. The product is not so
sour and does not touch hard in the throat of a person. The wines which are produced in
Jamie and Megan Hill wine yard are very much different and unique as they use unique and
different production method for the preparation of the wines (Patil and Pradhan, 2014). This
unique taste helps the company in gaining the competitive advantage into the market.
Price: The prices which are offered by the company are quite affordable by the people. The
prices of the commodity increases when they are exporting to the overseas market. To reduce
the cost, the company has to reduce the cost for its distribution routes. It chooses that route
which reduces the cost for their supply and distribution chain. This enables the company in
making its price efficient.
Place: The distribution channel which is adopted by the company is very much rare and
efficient as it enables the company in reducing its cost. The company has adopted such
distribution that it effectively delivers the products to its customers (Webb, 2012). The
distribution channel or method for the company is such that the products of the company are
easily accessible to the customers.
Promotion: The Company uses the various promotional activities for promoting their
product. For example they organises the event for the company in which their basic motive is
to build up the relation which public and to educate them about their products. Apart from
this the company also tries to come up various discount and offers to attract the customers for
purchasing their products.
People: The Company does care about their staff people. For their protection and health the
company has provided the health and medical insurance to all of them which so that if in
anything bad happen to them the organization can help them out (Ferrand, Chappelet and
Séguin, 2012).
Physical evidence: The Company tries their best to leave physical evidence with the
customer or to the market. This can be in terms of sending the messages regularly to the
customers about their product or the service offered, or about nay new product launch and
discounts or offers and the so on.
Process: In this the company has set the process very much fast and efficient that it reduces
or bridges the gap between the customers and the company (Sferle and et. al., 2012).
CONCLUSION
From the above report it has been summarised that marketing is a most important part
of a business that assist in developing a brand value in the target market. A company sets its

goals when marketing its products or services to potential customers, which should be
accomplished within a given timeframe.

REFERENCES
Books and Journals
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marketing planning for industrial firms. Industrial Marketing Management. 42(4).
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Meidan, A., Moutinho, L. and Chan, R. S., 2015. Marketing Effectiveness Index (MEI)-Tool
for Strategic Marketing Planning. In Proceedings of the 1992 Academy of
Marketing Science (AMS) Annual Conference (pp. 480-485). Springer, Cham.
Mishra, D., and et. al., 2013.Methods and apparatus related to surveillance system
marketing, planning and/or integration. U.S. Patent 8,482,609.
Payne, A. and McDonald, M., 2012. Marketing Planning for Services. Routledge.
Beerli-Palacio, A. and Martín-Santana, J. D., 2015. How to increase blood donation by social
marketing. International Review on Public and Nonprofit Marketing. 12(3). pp.253-
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Hall, C. M., 2014. Tourism and social marketing. Routledge.
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pp.665-672.
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Patil, S. K. and Pradhan, P., 2014. Library promotion practices and marketing of Library
services: A role of Library professionals. Procedia-Social and Behavioral
Sciences. 133. pp.249-254.
Webb, M. S., 2012. Church marketing: building and sustaining membership. Services
Marketing Quarterly, 33(1), pp.68-84.
Ferrand, A., Chappelet, J. L. and Séguin, B., 2012. Olympic marketing. Routledge.
Sferle, S., and et. al., 2012. Implementation of marketing principles-a necessity in primary
school education. Contemporary Readings in law and social justice. 4(2). p.764.