This report provides a comprehensive micro and macro analysis of the Australian wine industry to develop a marketing strategy for the Golden Grape Company, which plans to establish a winery in Swan Valley, a popular tourist region. The analysis includes a PESTLE assessment of the external environment and an evaluation of food options to attract local and international consumers. Recommendations are made regarding the target market and optimal sales distribution channels for the company. The report acknowledges Australia's position as a major wine exporter, the significant contribution of the wine industry to the Australian economy, and the importance of wine tourism. It also provides competitive analysis with other wineries in the Swan Valley like Lamont’s Winery and Houghton Western Sandalford Food.
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