Marketing Report: Analysis of Vineyard's Business Strategies

This report provides a comprehensive analysis of the marketing strategies employed by Vineyard, a UK-based producer of sparkling and table wine. The report begins with an introduction outlining the importance of marketing principles for business success and sets the context for the analysis of Vineyard's expansion plans. The main body is divided into three sections. Section 1 examines the marketing environment and planning process, including components of the marketing planning process such as market research, target market identification, positioning, and competitive analysis. It also discusses the significance of adopting a marketing orientation for Vineyard. Section 2 delves into segmentation, targeting, and positioning strategies, including how Vineyard identifies its target market. The final section focuses on the marketing mix analysis, covering product, price, place, promotion, people, process, and physical evidence. The report draws on academic references to support its analysis and provides a structured approach to understanding Vineyard's marketing challenges and opportunities.

Principal
Of
Marketing

Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Section 1 – Marketing Environment and Planning Process.........................................................................3
a).............................................................................................................................................................3
b).............................................................................................................................................................5
c).............................................................................................................................................................6
SECTION 2.................................................................................................................................................7
a).............................................................................................................................................................7
Target market identification....................................................................................................................8
How the company would be positioning its products..............................................................................8
SECTION 3.................................................................................................................................................9
a).............................................................................................................................................................9
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................11

INTRODUCTION
For every firm it is essential to adopt marketing principles because through that they able
they able to promote as well as advertise their products and services at the potential marketplace
in successful manner. moreover it also help them in understand market, customers need and
demand, current trends and many other factors which help in developing strategies and plans
more effectively. through implementation to effective principles of marketing an organization
able to enhance their customer’s base as well as they also able to attract more and more
audiences towards the products and services at the potential marketplace (Alserhan, 2015).
Report is based on Vineyard which is located at the North Downs and they produce sparkling
and table wine as well as their customers is local and small retailers of UK. Now they are
planning to expand their business at the UK market for which they conduct analysis of market
principles. The respective report is divided into three sections first will include information
related to the market environment and planning process for which there will be explanation of
components of marketing planning process, importance of marketing orientation (Armstrong and
et.al., 2014). Moreover it also includes models like PESTEL analysis as well as short evaluation
of marketing mixes 7 P’s. The second section of the project include information related to
segmentation, targeting and positioning for the respective business as well as it also include
analysis related to customer preference. The third section will related to the marketing mix
analysis which is conducted by business for developing effective decisions for business growth.
MAIN BODY
Section 1 – Marketing Environment and Planning Process
a)
Marketing procedure is considered as process through which a company can determine
the need and demand of the customers as well as through it they also able to develop strategies
which help them in conducting business in effective manner by reaching wide numbers of
customers. There are numbers of components of marketing planning process which a company
need to determine, from which some are mentioned below:-

 Market research – It is considered as process of collecting information related to
customer as well as market so that company management able to develop decision
accordingly (Challagalla, Murtha and Jaworski, 2014). In respect of Vineyard they need
to conduct market research because through it they able to determine requirement of
customers related to wine accordingly which respective company may offer products.
This will help in ensuring that they conduct business in effective manner and them also
able to grow it successfully.
 Target market – According to this, it is essential for the company to conduct analysis of
target market because through it they able to determine the potential customers for whom
they offer their products and services at the market. In respect of Vineyard their potential
customers are local as well as retail shops of United Kingdom. So they need to offer as
well as make package of products or wine accordingly. Moreover respective company
tourists are also their potential customers.
 Positioning – Through this aspect a brand can be determine in the market so it is
essential for companies to position their products and services in effective manner as that
will help in attracting more and more customers successfully. In respect of respective
business they need to conduct brand awareness activities or marketing campaign
programmes as that will help them in attracting wide numbers of customers as well as
covering more market.
 Competitive analysis – It is essential for a company to conduct analysis of their
competitors as that will help them in developing effective strategies and plans in order to
gain competitive advantage from them (Grönroos and Gummerus, 2014). In respect of
Vineyard they may experience moderate completion at market because they offer quality
wine but at the affordable price which may help them in attracting more customers.
Importance of adopting a marketing orientation for Vineyard
There are several benefits of adopting marketing practices at the market place as that will
help them in attracting customers as well as it also help in increasing sales as well as profitability
ratio. Some main importances of the marketing practices are mentioned below:-
 Marketing orientation aid Vineyard in enhancing sales as well as income in successfully
manner.

 This will also help in implementing innovative business procedure in effective manner
which help in enhancing tourism in successfully manner.
b)
Macro environment analysis is conducted in order to analyze the external factor which
impact on a company business operations and functions. It is essential for a company to conduct
macro environment analysis because through it they able to develop proper strategies and plans
(Kotler and et.al., 2014). In respect of this vineyard, they conduct PESTEL analysis for
analyzing external or macro environment aspects, which is given below:-
 Political factor – The respective factor is related to rules and regulation which is
developed by governments of nation for organization. In respect of Vineyard they are
operating in liquor industry and there are many countries which have very strict
regulations which impact on their business negatively.
 Economic factor – This factor is related to economic of nation and their candidates and
it include aspects like inflation, tax rates, employment rate and so on. In respect of
Vineyard they need to consider economic condition of nation in which they are operation
as that will help in determine buying power of customer according to which piece can be
set.
 Social factor – It is considered as factor which is related to need, requirement and
expectation of customers according to which company need to develop their strategies. In
respect of Vineyard, they are conducting their operation in liquor industry and it is
essential for them to offer wine according to their requirement.
 Technological factor – It is considered as factor which is technology which is including
the activities related to technology (Porral and Stanton, 2017). In respect of Vineyard,
they are operating in the liquor industry so by being techno friendly they able to promote
their business more successfully and impressively.
 Environmental factor – It include rules and regulation which is based on the
environmental aspects. In respect of Vineyard, they are conducting its operations in
liquor industry and it is essential for them to understand and follow rules related to
environment in effective manner.

 Legal factor – It is essential for a company to follow all legislation of the industry in
which are operating. In respect of Vineyard they need to follow all the legislations of the
liquor industry as that will help in conducting business in the legal manner.
c)
Marketing is considered as practice which changes on the continuous basis and through
that a company is able to determine themselves in the potential marketplace. Moreover, in order
to evaluate market an organization may adopt marketing mix tool as that will help them in
evaluating business, products, services, customers and market in effective manner (Shaw, 2016).
The marketing mix in respect of Vineyard is given below:-
 Product – It is considered as factor which is demand and needed by customers in order to
satisfy them. It is essential for a company to develop their products according to
expectation of customers. In respective of Vineyard they wines as well as Vineyard tours
in respect of their products and services.
 Price – It is determined as the cost which a customer needs to pay in order to attain
specific services or products. It is essential for firm to set prices according to product or
service quality and customer economic level. In respect of Vineyard they set price
according to local people buying power.
 Place – It is considered as place where company promotes or displays their products so
that customers reach it easily (Grönroos and Gummerus, 2014). In respect of Vineyard,
they can promote their wine through retail store at different location as well as by online
platform.
 Promotion – It is considered as practices through which firm able to promote their
products and services in the market. In respect of Vineyard, they may adopt tools in order
like sales promotion, advertisement, promotion, social media channels and many more.
 People – It is considered people on which business is rely while operating their business
practices and operations. In respect of Vineyard, their main people are worker who work
in wine field, ground manager who manage work and so on.
 Process – It is considered as procedure of delivering quality services and products to the
potential customers. In respect Vineyard, the directly interact to the customers and
retailer in order to sale wine according to their requirement.

 Physical evidences – This will include physical appurtenance of the store. In respect of
Vineyard, they need to design according to the theme of wine shop as that will attract
customer.
SECTION 2
a)
For an organization segmentation is important action in which association divide their
market on the basis of several factors such as financial, segment, social factor, geographic factors
as well as many others. With the assistance of these subdivision it has become for an business
firm to distinct their market from others. The association can diminish their work or the problem
for concentrating on which exhibit. The division approach isn't simply limited to affiliation use
in a manner of speaking. The individuals also use this procedure for stopping the decisions which
are best open to them. Like then explorers’ people who go to the United Kingdom looking for
grape plantation visit. In this the people finds the spots in United Kingdom where they can find
the grape plantation visit. From the open alternatives the association by then measures all the
components which are accessible into the choices and a short time later complexity them and one
another. After assessment, particular person will buy that product which is suitable for them and
fulfill their requirements in better manner.
 Segmentation - In this segmentation section particular person will discover sport
activities that are open within United Kingdom with a conclusive goal of grape estate
visit. In addition to this, all these sports activities are founded through online sources.
From the online that individual would from the beginning total all the available spots for
grape farm visit. In this the market is segregated into various sections. The spots which
are found by the individual would now get isolated and one another. Evaluation ought to
be conceivable through the money or use spend, more updates and workplaces available,
drive time, transport open and the so on. The individual withdraws all these open spots
through various parts. Apart from this, segmentation have its wide importance as it
provide assistance to marketers to be more efficient in relation of time, money as well as
other resources. Moreover, it allows business firm to lean about their customers as well as

gain better understanding which help in tailoring customer segments most likely to buy
products.
 Targeting - Within targeting section particular person will result in evaluation of games
or sports decisions. Then they stick or focus towards specific sports and center it up on
the place. Moreover, within targeting stage particular person has choice of selecting one
which help them in gaining better satisfaction in appropriate way.
 Positioning - Situating implies a development wherein the affiliation places its things or
the organizations into the market and into the cerebrums of centered customers. As
concerning the voyager people, they starting at now have decided for a particular spot
where they will visit for grape plantation visit. Within this positioning stage customer
will purchase products and services from company.
Target market identification
It is important for an organization to target market as in relation of respective Vine
organization target marketing are as follows :-
Demographic bases - In this the affiliation would segment or assembling the market
dependent on gender, age, instruction extent, etc. Through this the affiliation would consider the
rate for people who are examining into the market and they can be the chance customers for the
association.
Economic bases - In this the monetary status or the condition of the market is been analyzed.
Through this the affiliation needs to segment the market dependent on the compensation. As the
costs which are set by the association has the uncommon impact on the affiliation. If the
expenses of the things set by the association are high, by then the association needs to
concentrate on the social event which has exceptionally significant salary. Regardless, if the
costs which is been set by the association is truly moderate by the people then it can center upon
the market which has the typical compensation.
Behavioral bases - In this the affiliation apportioned the market on the bases of lead
which they have towards the thing. For example, the elite class will in general beverage plant
with their food. Their lead towards the thing is certain. Regardless, there are people who don't

consider having wine as their refreshments; their lead towards the thing is pessimistic. Along
these lines the association would center accessible so the market would endure it.
How the company would be positioning its products
Positioning is related to the setting of items as well as administrations within market and the
customers taste and preferences. In addition to this, within positioning business firm has make an
openness of product and services they are offerings for their customers so they will be able to
purchase these in easy manner. For an organization it is important to select an appropriate
positioning tool as because it will help company in gaining long term sustainability within
market area.
The vineyard company is managed by Jamie and Megan Hills would situate their items
abroad through the showcasing exercises. In addition to this, they are using showcasing as well
as limited time exercises in that they keep focusing on advertise related to the product and
services they want to offer in market area. Respective company provide information to their
customers if they want more and highlight major benefits of their offerings in market. Below
mention are promotional tools which Vineyard is using for grabbing attention of people :-
 Advertising - It is one of the effective promotional tool in which business firm promote
their product and services by using appropriate mode as well as medium. Moreover, there
are several tools of advertising such as Ads, papers, holders as well as many others.
 Promotional techniques - The Company can in like manner go for sifting through some
event for open in which they build some association with customers and besides advance
their thing at other hand.
SECTION 3
a)
7P’s of marketing mix in relation of Jamie and Megan Hill wine yards discuss as
follows:-
 Product: The savor of the items which are given by the organization is a lot of not quite
the same as the other accessible items offered by the contenders. The item isn't so harsh

and doesn't contact hard in the throat of an individual. Vine which produced within
respective Vine organization have a lot of various and interesting as they utilize novel
and diverse creation technique for the readiness of the wines. This interesting taste helps
the organization in picking up the upper hand within market area.
 Price: The costs on that company offer their product and services as well as respective
Vine company is are very reasonable by the individuals. The costs of the product
increment when they are sending out to the abroad market. To lessen the cost, the
organization needs to decrease the expense for its dispersion courses. It picks that course
which lessens the expense for their flexibly and dispersion chain. This empowers the
organization in making its cost proficient.
 Place: The dispersion channel which is received by the organization is a lot of
uncommon and effective as it empowers the organization in lessening its expense. The
organization has embraced such dispersion that it adequately conveys the items to its
clients. The appropriation channel or strategy for the organization is with the end goal
that the results of the organization are effectively available to the clients.
 Promotion: The Company uses the distinctive constrained time practices for propelling
their thing. For instance, they sifts through the event for the association where their
essential goal is to build up the association that open as well as provide them knowledge
in relation of their offerings. Beside this the association also endeavors to bring
something innovative in market for attracting customers such as discounts as well as
several other offers.
 People: Business firm considers their employees. For their affirmation as well as
prosperity the association has given the prosperity and clinical assurance of each and
every staff so that if in anything horrendous unfold the affiliation can get them out.
 Physical evidence: The Business firm endeavors in appropriate manner for making or
leaving physical evidence on customer as well as market area in which they want to
conduct their operations. In addition to this, physical evidence helps in keeping touch
with customers and send them message by using several tools in relation of business firm
offering, latest launching, discounts and many more.
 Process: Within it organization set their procedure especially quick and proficient that it
decreases or overcomes any issues between the clients and the organization.

CONCLUSION
After going through overall discussion, it has been concluded that it is important for an
business firm to conduct marketing planning in effective manner. Because with the assistance of
this they will be able to accomplish there predetermined goals and objectives as well as they will
be able to serve customer in better manner. In addition to this, for doing market planning it is
important to conduct market research in effective manner so that company will able to serve their
customers in better manner. This help in identifying their taste, preferences, current market
trends as well as many other which required by company for serving their customers in better
manner and making their need as well as want fulfilled.

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