Mission statement

To become internationally renowned wine producing company.

Company background

Bonatelli Wines is an Australia based wine company looking to venture into international market after capturing the consumer base in Australia

Core competencies

To produce world class wine which are value for money

SWOT

  • Strengths

Quality and price

  • Weaknesses

Low Brand recognition

  • Threats

Local players and international brands in country of entry

  • Opportunities

Unexposed markets and consumers in countries looking for foreign brands in low price

PESTLE

  • Political

Regulations pertaining to the wine manufacturing and distribution

  • Economic

Pricing policies of the host country and advertising expense

  • Social

Cultural and ethical values of the social fabric of the host country

  • Technological

Establishment of manufacturing plant

  • Competitive

Information about substitutes and competitor brands

Goals of marketing plan

Non-financial: to increase the brand recognition and acceptance in first three months

Financial: To gain 1 to 2 percent of market share in first three months

Customer Analysis

Target:Middle class consumer who aspires to consume foreign made brands but is value conscious

Target Market: Small cities and crowd which is price conscious

Market Analysis

The Chinese wine market is estimated to grow by 40 percent between 2012 and 2016, and the world's biggest wine trade fair is responding by launching an exhibition in Beijing and returning to Japan after a decade's absence.

Product Analysis

The wines will be produced in three flavors with authentic ingredients from Australia.

Marketing Mix

The wine will be produced and packaged in three flavors according to the target consumers. It will be marketed by integrated communication channels. The pricing will be in line with the other competitors and will aim to draw value conscious customers. The distribution will be done through retailers from the carrying and forwarding agents.

Resources required and budget

The budget for the advertising and distribution will depend on scale of operations and number of cities entered.

Human Resources

The talent acquisition and training will be done locally in the host country.

Monitoring and evaluation

The advertising milestones and outcomes will be measured by objective scale methods like return on investment, sales turnover and sales per area.

Before a country can decide the route of making FDI in any foreign country it needs to take care of following aspects which impact the market potential and attractiveness in terms of ease and fit to the parent company: Economy of the country, Political scenario, Social factors-cultural similarities or differences, level of receptiveness to foreign products., Psychological differences-

The various forms of entry are: Indirect export, direct export, Foreign manufacturing, Assembling, Contract manufacturing, Licensing, Joint ventures, direct investments.

Telstra Corporation is a telecommunications company operating in domestic market in Australia and in global arena as well. Since the Australian telecommunications business was liberalized in the initial 1990s, Telstra has achieved to stay the largest supplier of telecommunications facilities despite the emergence of its rival, Optus. Telstra found a strategy of offering lower rates on some routes and at fixed times of day, however its values, on regular, were greater than its competitor's was more probable to stop customers from substituting. Telstra's marketplace supremacy ranges outside its past PSTN voice and private data commerce, into fresher marketplaces such as Internet Access, Hosting, and Colocation facilities.

In order to have a robust consumer concentration and mend their processes, Telstra organizational organization contains of strategic business units. The marketing strategy of Telstar is answerable for serving metropolitan customer and minor business clienteles with a complete range of merchandises and facilities comprising secure, wireless, and data, promoting and sponsorships, customer advertising and applying their product bundling creativities. It is also has accountability for Telstra’s Consumer Call Centers, authorized shops and trader system.

References