Wine Strategic Plan

Topics: Marketing, Australian wine, Cabernet Sauvignon Pages: 11 (3114 words) Published: February 19, 2013
I. Executive summary
The quality and reputation of wellington wine have a key role to play in strengthening wellington wine’s brand promise of being a vibrant and welcoming place that celebrates the good things in life.

Wellington wines core brand attribute of being Australia’s home of exceptional wine and produce, complements other core brand attributes of un spoilt nature at close proximity, enterprising tradition of creativity and innovation, and a beautiful city and festival spirit.

The Strategic Plan target is to achieve an increase in Australia wine market from $50 billion in 2011-2012 to $57.5 billion in 2012-2013. The wellington strategic Plan identifies the priority strategies to achieve this target. One of these strategies is to encourage further investment in Australia’s food and wine tourism assets.

This strategy aims to create an unassailable competitive position for food and wine experiences and in doing so help to create global awareness of Australia as one of the world’s outstanding authentic food and wine destinations.

It also aims to increase the number of visitors, their length of stay and expenditure yield while in Australia’s food and wine regions. This strategic approach has been developed within a longer-term [2020] vision while providing an action plan until 2012. Australia’s wine, food and tourism sectors are a potential winning partnership that can put Australia firmly on the global map by communicating the best of Australia today; making Australia easy to access and experience; and by creating an even more appealing Australia of tomorrow. New products and experiences will create exciting ‘new news’ about wellington wine that will inspire people to visit and buy its produce both in site. The holistic experiences that are a blend of heritage, culture and natural environment, will offer a compelling celebration of the good things in life. INTRODUTION

Wellington Wines (Pty) Ltd is a successful single production site winery situated at Mudgee in New South Wales. Wellington Wines currently sells the follow branded products in the Australian market through both the independent and supermarket channels. The product will be wellington Sauvignon Blanc, Wellington Chardonnay. Wellington wines (Pty) Ltd was recently appointed to the new marketing manager to created new marketing report for the year 2012 where the shareholder likes to grow the sales by 15% per cent in the Australia wine market. Wellington wines (Pty) Ltd will use three distribution channels in the beginning of operation to establish our winery which is retail sales (on-premise), retail sales (off-premise), and internet sales. These three channels will provide this company with the most access to primary and secondary markets. We will use a competitive pricing strategy listed below that is slightly below the other premium wineries in the area to attract the younger generation of wine consumers. In order to generate a profit, we will routinely analyze our costs to assure we are generating a modest profit to cover all our expenses to be a profitable wine company.

II. Current Situation
Wellington wine (Pty) Ltd have seen a further significant increase in the number of customers who have made purchases in the last sales revenue for the period July 2001- June 2012- $ 50 million (AUD). This was reflected with strong growth average trade mark up in the supermarket sector- 30%, marketing budget 2% sales revenue, average gross sales revenue per case (12x750) - $ 120.00(AUD). Strengths

* A “premium” brand, its signature Wellington Sauvignon Blanc, Wellington Chardonnay. * When the wine tester enthusiasts think of wellington wine they will think Sauvignon Blanc, Wellington Chardonnay is one of a strong identity that many wine regions envy. * Wellington wine market is not just wellington Sauvignon Blanc, Wellington Chardonnay we will more produce another variety of our runner up new extends across a broad spectrum...
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