8. An Introduction To Marketing Wine Flashcards
What is marketing?
1.Marketing is a management that identifies, participates, and satisfies customers profitably.
2. Create profit, through volume of sales or value of sales.
3. Successful marketing campaigns achieve adequate profit within a specific time frame.
Describe the marketing process.
- Identify the brand and products to be marketed.
- Identify the market
3.setting the objective of the marketing strategy. - Devising the marketing strategy.
- Implementing and monitoring the marketing strategy.
What tool can be used to analyse the marketing objectives?
SWAT
1. List the helpful, unhelpful factors in regard to the chosen objective.
2. List the internal ( organisational resources, capabilities). External ( business- environmental factors and trends)
Helps an organisation in
1. Finding strategic fit, factors favour the organisation’ success.
2. Mismatch between factors and likelihood of success. Make change to achieve better strategic fit.
3. Reducing, transfer, avoid the risk and budget for the impact.
4. Understand if the objective is not favourable, change objective.
How to spotan objective?
- Prior to SWOT
- The original of objective could be …
2.1 educated intuition that particular business opportunity exit.
2.2 business dream l, aspiration
2.3 unmet market gap found from analysis.
What are the resources and capabilities? Identify strength and weaknesses.
Resources are the things that an organisation has access to inc..
- Established reputation in wealthy, growing market.
- Reliable, affordable supply chain.
- Vineyard location,
- Optimised facility
- Access to reliable support industry.
- Strong financial
- Internal expertise, experience.
Capabilities: something an organisation is able to do, inc. - Build a new brand.
- Scale production up and down to suit market changes.
- Experimenting new product
- Lobby organisation to achieve political outcomes ( subsidies, governmental promotions)
What are the considerations of implementing successful SWAT?
- Real and accurate
- Everything that is most important to consider.
- Include relevant objectives.
Describe the external factors opportunity and treats
Opportunity and treats (PESTEL)
Business environment and trends
1. Political.
2. Economical
3. Social
4. Technological
5. Environmental
6. Legal and regulatory
Describe political factors that influence wine marketing.
- Affect greatly by government.
- Tax, prohibition,
- Discourge consumption
Opportunity
1.subsidies, governmental promotions.
Describe economical factors to the market
Opportunities:
1.low currency, export. Large volume.
2. Currency instability good for quick respons.
Treat:
1.Not stable, affect marketing strategy.
2. Low currency bad for import equipment.
3. Low currency help large volume, but affect the premium
4. Global recession, move away expensive comfort to wine
List the social factor affects the opportunities and treat of wine.
- Avoid drinking same style alc as their parents do. Old generation old, decline.
- Cultural attitudes affects alc consumption.
- Social factors: rural town loss populations.
- Changing cultural attitudes in other area: artificial vs natural, attitude of friendship, relationship between countries.
Technological factors
- New production techniqulue equipment
- Improve quality, quantity, and decrease cost
Treat:
Lost of unique local style because the technique used globally.
List the environmental factors
- Climate change: bad for warm region，food for cool climate.
- Change of land use. Urban, other agricultural.
- Affect logistic waste management,energy and synthetic. Chemicals.
Describe the legal and regulatory factors.
- Some regions are tightly regulated, low flexibility (t). Authentic, local style (o)
- Difficulty good for companies that offer expertise, skill, resource and navigate regulations.
- Increase regulation limit producers choice. (T) but Opportunity to express product integrity.
4.releaxing regulation new possibilities, but bad for company that optimised for tide regulations.
