Spanish Wines: Challenges and Strategies in Columbian Market

This report analyzes the feasibility of the Columbian market for Spanish wines, focusing on the challenges and strategies for market entry. The case study examines the expansion plans of a Spanish wine company seeking to enter the Columbian market, a decision influenced by the success in the US market and the potential for early-mover advantage. The report addresses key research questions, including the issues faced, the factors encouraging expansion, and effective marketing strategies for the Columbian market. The analysis employs various models, such as PESTLE, SWOT, and Porter's Five Forces, to assess the market environment, identify strengths and weaknesses, and understand competitive dynamics. The study aims to determine the optimal marketing strategies, including segmentation, targeting, and positioning, to promote Spanish wines in Columbia and to provide a comprehensive plan for successful market entry and sustainable growth.

Spanish wines

Table of Contents
MAIN PROBLEMS, ISSUES AND CHALLENGES FACED BY SPANISH WINES................1
RESEARCH QUESTIONS.............................................................................................................2
RESEARCH AIMS AND OBJECTIVES.......................................................................................2
OUTLINE PLAN OF ANALYSIS..................................................................................................3
REFERENCES................................................................................................................................5

MAIN PROBLEMS, ISSUES AND CHALLENGES FACED BY SPANISH
WINES
The present case is based on Spanish wines where company was founded by Josh
Hackler, who is CEO along with founder of the company. For past six years founder of the
business is indulged into expansion of product line along with the distribution in the highly
competitive market of US (Hernandez and Vázquez, 2013). Further, removal of value added tax
on European wines has enhanced the possibility of gaining early mover advantage in case if
Spanish wines is introduced in the market of Columbia. Moreover, in the market of Columbia,
Argentina and Chilean are already well established but the quality offered was low. So, there was
opportunity for organization to deliver high quality products to the target market and it can easily
assist in performing better in the market.
The main issue faced by Spanish wines was linked with the expansion decision where
company wants to expand in the Columbian market and for the same various decisions have to
be taken so that customers can be targeted in appropriate manner. Further, in the market of US
company is highly successful where majority of the customers are targeted in terms of message
along with media. Sales volume along with profitability of organization was rising at faster pace
in the market and entire range of products of firm are popular which is beneficial for Spanish
wines. Moreover, consumers in the market of US are directly attracted towards the product range
of company in the market and this has provided base to enterprise in dealing with the major
challenges present in the business environment (Izquierdo, Cillán and Gutiérrez, 2005).
Therefore, one of the main issue is to ensure whether market of Columbia is feasible for Spanish
wines or not. Founder of firm has to take decision whether its operations can be conducted in the
market of Columbia or not. Further, by knowing whether opportunities are present for Spanish
wines in the market or not it is possible for business to operate efficiently in the market.
Apart from this company has to deal with challenge whether its international expansion
decision would be beneficial in near future or not and by knowing this it is fruitful for business to
operate efficiently in the new market. Business has to decide which marketing strategy is
effective along with other tools through which overall analysis of the Columbian market can be
carried out in appropriate manner. Further, large numbers of challenges are present which firm
has to face at the time of entering into market of Columbia and by taking corrective actions for
the same in advance Spanish wines can easily operate efficiently. Firm has to decide which
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targeting, positioning and overall marketing strategy of enterprise is beneficial through which
awareness can be easily build in the market and it can allow business to promote its product
range in appropriate manner (Koch, Martin and Nash, 2013). Main problem is to identify
whether Spanish wines can be successful in the market of Columbia as in US. Apart from this,
some other favorable factors are also present which may encourage enterprise to enter into the
market of Columbia such as rising economy of the country etc and this can have favorable
impact on the business.
RESEARCH QUESTIONS
The research questions developed for the study are based on aims and objectives of the
research and they are as follows:
 What are the range of issues being faced by Spanish vines while entering into the market
of Columbia?
 What are the factors which encouraged business to expand in Columbian market?
 What are the effective strategies through which business can enter into market of
Columbia by satisfying need of its target market ?
 What are the effective segmentation, targeting and positioning strategy through which
Spanish vines can promote its product range in Columbian market?
So, these are some of the research questions being developed which is directly associated
with expansion of firm in the market of Columbia. By knowing the feasibility of the market it is
possible for firm to serve customers of Columbian market and can assist firm to operate
efficiently which is one of the main aim of company being carrying out its operations in the
market.
RESEARCH AIMS AND OBJECTIVES
The main aim behind carrying out this study is “To examine the feasibility of the
Columbian market for Spanish vines”. Further, for accomplishing this aim following objectives
have been developed which are as follows:
 To determine the effective marketing strategy through which Spanish vines can attract its
customers
 To identify the range of challenges faced by Spanish vines while entering into market of
Columbia
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 To assess the overall performance of Spanish vines in the competitive market with the
help of marketing strategies
So, these are some of the objectives developed for the present study through which it is
possible to understand the basic reason behind conducting this research. Through this, all the
range of challenges can be identified which highlights the main reason behind conducting this
research.
OUTLINE PLAN OF ANALYSIS
For conducting study in appropriate manner various models along with tools have been
applied in order to know the feasibility of Columbian market for the business. Different models
have been applied where PESTLE analysis is one of them through which it is possible to know
the range of factors affecting company in the market of Columbia such as political, economical,
social, legal, technological, environmental etc (Larreina and Aguado, 2008). By knowing about
all these factors it is possible to know the range of challenges present and corrective actions can
be taken by enterprise in advance so that business can conduct operations with more efficiency.
Apart from this, marketing models have been employed such as targeting, positioning and
segmentation on the basis of which it is possible to know about the criteria through which
effective marketing strategies can be employed by business for the benefit of Spanish vines in
the market of Columbia (French, 2009).
Moreover, SWOT analyses of Spanish vines have been carried out and through this main
strengths, weaknesses of the enterprise can be known easily and it is fruitful for business also.
Range of models along with techniques employed will assist in carrying out the research in
appropriate manner and feasibility of the market can be known through this. Apart from this,
porter five forces model will be applied on the wine industry through which overall analysis of
the market can be done easily and in short period of time (Laxman And sari, 2011). Overall
analysis can improve internal strengths of the company and in turn it will become easy for
Spanish vines to serve new customers in the market of Columbia which is one of the present aim
of the firm. Apart from this, it will become possible to gain idea regarding the changing market
scenario such as changes in economic, political conditions and on the basis of this organization
can easily operate in the competitive market for longer period of time. By adopting appropriate
tool for analysis it is possible to conduct this research in appropriate manner and overall external
environment of the Columbian market can be known easily so that Spanish vines can easily
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obtain benefits with the help of this. So, this can be beneficial for the business in every possible
manner (Lopez and Fornes, 2015).
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REFERENCES
Books and Journals
French, J., 2009. Social marketing and public health: Theory and practice. Oxford University
Press.
Hernandez, M. and Vázquez, D., 2013. Approaching corporate volunteering in Spain. Corporate
Governance: The international journal of business in society. 13(4) .pp.397 – 411.
Izquierdo, C. Cillán, J. and Gutiérrez, S., 2005. The impact of customer relationship marketing
on the firm performance: a Spanish case. Journal of Services Marketing. 19(4) .pp.234 –
244.
Koch, J. Martin, A. and Nash, R., 2013. Overview of perceptions of German wine tourism from
the winery perspective. International Journal of Wine Business Research. 25(1) .pp.50 –
74.
Larreina, M. and Aguado, R., 2008. Beyond the cluster: how wine drives regional economy to
success: “Oenopolis”, the case of Rioja. International Journal of Wine Business Research.
20(2) .pp.153 – 170.
Laxman, L. And sari, A., 2011. GMOs, safety concerns and international trade: developing
Ancountries' perspective. Journal of International Trade Law and Policy. 10(3) .pp.281 –
307.
Lopez , B. and Fornes, G., 2015. Corporate social responsibility in emerging markets: case
studies of Spanish MNCs in Latin America. European Business Review. 27(2) .pp.214 –
230.
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