Chateau Margaux - Launching the Third Wine Marketing Plan

6840 Words28 Pages
------------------------------------------------- Chateau Margaux – Launching the Third Wine Launching the Third Wine PBC Case C [Company name] [Company address] PBC Case C [Company name] [Company address] Table of Contents Executive Summary 3 Introduction 4 Problem Statement 4 External Environment 5 Market Analysis 5 Competitor Analysis 5 Customer Analysis 6 Macro Environment 7 Porters Five Forces 9 Internal Analysis 11 Past and Current Strategies 11 4 P’s 12 SWOT Analysis 13 Segmentation, Targeting and Positioning 14 Objectives 15 Corporate Strategy 16 Marketing Mix 17 Product: 17 Price: 17 Place: 18 Promotion: 18 Budget 19 Budget and Control 19 Recommendations 20 Bibliography 21 Group Cooperation Summary 22 Meetings: 22 Peer Assessment 22 Executive Summary Due to, the fact that it is difficult to acquire Chateau Margaux first and second growths wines, Mentzelopoulos with the Margaux team decides to launch the third growths. Moreover, after tasting in early 2013 the 2009 third wine, it became obvious that the quality of grapes after making first and second wines was good enough in order to enter the market and at the same time keep the famous brand image of the Chateau Margaux. The third wine will be sold worldwide as it were with the first and the second wines. However, sales of the third wine will be more focused on the United States market. There are several reasons why the Chateau Margaux should focus on the United States market; one of the most important facts is that the United States is the biggest wine consumer in the world and it is one of the fastest growing wine markets. The distribution channel of the third wine will be a little bit different than the first two ones. The distribution channel of the third wine will be more focused on negociants, who will connect the Chateau

More about Chateau Margaux - Launching the Third Wine Marketing Plan

Open Document