Marketing international : viña San Pedro

Étude de marché Marketing & marques Marketing produit

Date de publication :

17/09/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

18 pages

Niveau :

expert

Consulté :

3 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Situation analysis
1. Company's overview
2. Macro-environmental analysis: PEST analysis
3. Competitive analysis
4. SWOT analysis
Strategic planning
1. Smart objectives
2. 3 V's
3. Target market data
4. Marketing mix
5. Budget

Résumé :

The following paper is dedicated to design a marketing plan to expand the Chilean wine company "viña san pedro" in France. Chilean wine has an image of quality over the world and is now competing against French AOC Wines. The company is the second largest producer in Chile and is represented in more than 70 countries, mainly through Internet. The French wine market is slowing down and is expected to keep on slowing as French regulation and anti-alcohol campaigns are spreading out. The entire market of alcohol constituted with beers, liquors and mix drinks is suffering. However wine is still the most consumed alcohol in France which makes it attractive. Indeed, for French people, drinking wine is cultural.

New market trends have emerged and wine is becoming "chic" and is considered as a social vector. In other words, there are still opportunities of development in France, especially over the Internet. Sales of wine through B2C and B2B website grew by 30% last year and will keep on growing as the number of user is expected to increase. Our aim is to launch our proper French online store in order to communicate about Chilean wine quality and to sell directly to our customers. Mainly, our target is composed of customer between 25 and 45 years old, they are looking for new flavours which invite them to discover new frontiers. As mobility is increasing, world products get trendy! The target is made of the upper middle class with a core target aged between 30 and 35 years old. Even with the competitive environment the company will operates in, we are positioned on a niche market which will enable the company to grow at an expected 10%. Finally, in order to enhance our market presence, we will implement a sales force under commercial agent status to sell via specialized distributors such as Nicolas. The price range we offer is large and will permit to satisfy our customers.