Mr Simon Mitch

WINE SECTOR EXPORT MARKETING PLAN (SEMP)

WINE INDUSTRY

Chisinau, Moldova

2009

Table of Contents

1 Introduction

2 Analysis of wine sector in Moldova 2.1 Profile / characteristics: A. Market size (facts & figures) B. Market developments / trends C. Trade structure (suppliers, producers, distribution network, buyers) D. Perspectives sector in home country E. Legislative and institutional framework 2.2 Strengths 2.3 Weaknesses 2.4 Identify core competences & core problems (USP’s: S+W) 2.5 Threats (internal) 2.6 Opportunities (internal) 2.7 Sector challenges & strategy to address these in home country Action points from chapter 2

3 Selection & analysis of countries / sectors in EU 3.1 Selection criteria (market attractiveness) 3.2 Selection countries / sectors 3.3 Selection market segments 3.4 Analysis market attractiveness and sales potential: Market size (facts & figures) Market potential Market developments / trends Opportunities (External) Threats (External) Market Access & Buyer Requirements Actions points from chapter 3

4 Conclusions on export readiness, growth options & challenges (gap) 4.1 Identification and explanation of cross point SW (core competencies, USP) with OT (1&2) (MAR, CSF) 4.2 Identify battlefield & give sector advice (tactics) 4.3 Identify improvements & give sector advice (tactics) 4.4 Conclusions: I. export readiness II. growth options III. challenges (gap) ref. to core problems (SEMP 2) + strategy to bridge gap Action points from Chapter 4

5 Market Entry Strategy Current Practice Desired Practice

6 Marketing plan 6.1 Export objectives & goals (SMART) 6.2 Strategy & Positioning (tactical plan) 6.3 Market segments (PMC) 6.4 Marketing mix elements: I. Price II. Product III.