Poistioning Strategy
Wine Tourism WTM Individual projectDue Date:7th Oct, 2011 Subject Code: THS3WTMTutorial Time: Friday 12:00-1：00 Tutor Name：Maree TameStudent Name: Yang GaoStudent Number: 15946562Word Count:2016 |
Table of Contents 1.0 Executive Summary …………………………………………………………………..3 2.0 Introduction……………………………………………………………………...4 3.0 Analysis of characteristics of Chinese wine market ……………………………….5.
3.1Demographics…………………………………………………………………5
3.2 Psychographics characteristics………………………………………………..6
3.3 Usage…………………………………………………………………………6
3.4 Benefit………………………………………………………………………..7
3.5 Geographic Location...……………………………………………………….7
4.0 Competitors and Difficulties...................................................................................8
5.0 Methods of Avoiding Same Conflict…………………………………………………10
6.0 Conclusions……………………………………………………………………………12.
7.0 References……………………………………………………………………………..13
8.0 Appendices………………………………………………………………………….….15
1.0 Executive Summary
This report concerns about positioning strategy for Penfolds winery. It mainly focuses on the possible positioning strategy in China.
The first part will make a brief introduction about Penfolds winery and the wine market in China.
The analysis of characteristics of Chinese wine market will discuss in the second section, which including demographics、psychographics、usage、benefit、geographic location.
Thirdly，the report will focus on the competitors of penfolds in China，and the difficulties that it will need to be overcame.
Next, this report will discuss some possible national strategy for positioning Penfolds’ wine in Chinese market.
The last part of this report is a conclusion.
2.0 Introduction
Penfolds is an Australian wine producer, founded in 1844 by Dr. Christopher Rawson Penfold. It is one of Australia 's oldest wineries and a company brand with an extensive product range. Penfolds runs several vineyards in Adelaide and Barossa Valley that produce many different
Table of Contents 1.0 Executive Summary …………………………………………………………………..3 2.0 Introduction……………………………………………………………………...4 3.0 Analysis of characteristics of Chinese wine market ……………………………….5.
3.1Demographics…………………………………………………………………5
3.2 Psychographics characteristics………………………………………………..6
3.3 Usage…………………………………………………………………………6
3.4 Benefit………………………………………………………………………..7
3.5 Geographic Location...……………………………………………………….7
4.0 Competitors and Difficulties...................................................................................8
5.0 Methods of Avoiding Same Conflict…………………………………………………10
6.0 Conclusions……………………………………………………………………………12.
7.0 References……………………………………………………………………………..13
8.0 Appendices………………………………………………………………………….….15
1.0 Executive Summary
This report concerns about positioning strategy for Penfolds winery. It mainly focuses on the possible positioning strategy in China.
The first part will make a brief introduction about Penfolds winery and the wine market in China.
The analysis of characteristics of Chinese wine market will discuss in the second section, which including demographics、psychographics、usage、benefit、geographic location.
Thirdly，the report will focus on the competitors of penfolds in China，and the difficulties that it will need to be overcame.
Next, this report will discuss some possible national strategy for positioning Penfolds’ wine in Chinese market.
The last part of this report is a conclusion.
2.0 Introduction
Penfolds is an Australian wine producer, founded in 1844 by Dr. Christopher Rawson Penfold. It is one of Australia 's oldest wineries and a company brand with an extensive product range. Penfolds runs several vineyards in Adelaide and Barossa Valley that produce many different
References: E. Gu, (2010) Research Report on Chinese Wine Industry, 2010-2011 CRI press F B. Sidewell, J.Y. Chow M, Soccico, (2010) China: the world’s fastest growing market for wine-challenge and opportunities for Australian exporters Food and agribusiness research and advisory N J. Zhuo， L.Lee, X. Hu , (2005) Do Chinese consumers buy imported wine-the effect of country of origin http://www.penfolds.com/brand_penfolds/legal-drinking-age/index.htm?referral=/brand_penfolds/index.htm