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Business Plan of Montes Alpha

|Group 8: Lin Peiyao, Pan Xinchen, Wang Hezheng, Wang Yu, Wang Yiwei, Wang Qiao, Zhu Jie, Zeng Xiangru| |Instructor : Prof. Tommy Lam | |Class : HFT4867 – The Business of Wine | |Mar. 2011 | Abstract

With the development of China economy and improvement of people’ life, nowadays, China market of wine is becoming larger and larger as well as more attractive. Under this circumstance, our group wants to import Montes Alpha into China market, in order to earn large amount of profits, as well as cater customers’ needs. In this project, we deeply analyze the wine market of China, and state the whole process in detail. We hope, after planning the whole procedure, Montes Alpha will have a bright future in China.

Key words:

Montes Alpha China market
Marketing Plan Segmentation Targeting Positioning
Marketing Mix Action Plan Importing Process Promotion

Content
I. General introduction of Montes ………………………………… Page 5-7 A. History………………………………………………………………… Page 5 B. Climate Characteristics & Soil Types……………………………… Page 5-6 C. Main Origin………………………………………………………… Page 6-7 II. Marketing plan…………………………………………………… Page 7-19 A. Segmentation and Targeting……………………………………… Page 8-13 B. Positioning……………………………………………………… Page 13-19 1. Product……………………………………………………… Page 13-16 2. Price………………………………………………………… Page 16-17 3. Place………………………………………………………… Page 17-18 4. Promotion …………………………………………………… Page 18-19 III. SWOT Analysis…………………………………………………… Page 20-21 IV. Action plan ………………………………………………………… Page 21-27 A. Importer qualification……………………………………………Page 21-22 B. Label registration…………………………………………………Page 22-23 C. Winery selection………………………………………………………Page 23 D. Transportation…………………………………………………………Page 24 E. Import declaration…………………………………………………Page 24-25 F. Logistics and distribution……………………………………………Page 23 G. Specific measures…………………………………………………Page 25-27 1. Exhibition………………………………………………………… Page 26 2. Sponsorship……………………………………………………… Page 26 3. Advertisement…………………………………………………… Page 27

Bibliography ……………………………………………………………… Page 28 General introduction of Montes

History

Montes was started in 1988 by four partners with many years of experience in the art of winemaking and in the wine trade, as well as with the firm belief that there was a niche for Chilean premium wines. Our philosophy was, from day one, to produce premium quality wines at the time. Premium wines and, later, ultra-premium wines that quickly became the standard to follow. Four founder formed very strong and complete professional team:Aurelio Montes is the chef winemaker who has almost 30 years of experience in winemaking industry. And once he was elected in Chile in 1995 annual wine makers;Alfredo Vidaurre is President of company. He is good at organizational and financial management;Douglas Murray is responsible for export and sales,He is engaged in wine marketing have 30 years of experience, for the Chilean wine enter the world market has a very large contribution;Agustin Hunneus is Chile's famous crop expert; he has his wine business in Chile and California.

Climate Characteristics & Soil Types

It has specific Mediterranean climate which is hot and dry in summer, mild and rainy in winter, enough sunny and water, big range of temperature between day and night As to the soil types, generally, there are three main ones that are Clay added gravel, Granite weathering humus soil and Clay containing organic, sand and clamping clay

Main origin

Montes company has nearly 600 hectares of vineyards, which is located in five place: three in Curico Valley, two in Colchagua...
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