Within recent years there has been expansive international growth within wine sales. The internationalisation of operations has been observed by many to be necessary for the successful expansion of modern wineries. It is for this reason Yellowsnow Wineries is investigating the possible marketing strategies for entry into foreign markets. Research and the activities of larger wineries have identified non wine producing countries as priorities with regard to export expansion.
Yellowsnow Wines has identified Sweden as a market for potential growth and market expansion. Trends in wine consumption have indicated the possibility of niche market share capture. This aim would require Yellowsnow Wines to employ a strategic marketing plan that would cater to the demands of the desired niche market. This strategy includes the positioning, pricing, brand development, communication networks as well as an analysis of the operating environment and the formulation of strategies to best cater to efficient and effective operation within it.
Yellowsnow Wines is a small to medium size winery located in the Gold Coast hinterland of South East Queensland. Started as a family owned enterprise in 1990 the winery has seen extensive growth for the first ten years of operation with annual turnovers exceeding $25 million dollars. The rate of growth has levelled off in recent years as competition within domestic markets increased. Turnover for the financial year 2005-6 amounted to$27.2 million dollars.
Yellowsnow Wines have undertaken a corporate policy of further expansion. The location of their winery allows for the growth of the vineyard to cater to this policy. Yellowsnow Wines have determined that international expansion is the best suited alternative to achieve the policy of expansion.
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This paper will present a strategic marketing plan for Yellowsnow Wines and their expansion of sales into... [continues]
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