Your Role:
You are a consultant working for the company which has developed a new product range. You are to make recommendation regarding the setting of marketing objectives, a culturally aware marketing plan with the use of critical thinking to design monitoring processes
You must acknowledge the source of all evidence collected and justify all of your choices by reference to the evidence, the companys situation, and academic literature – as appropriate.
The Case on which this assignment is based is: Tohu Wines
Tohu Wines is a Maori organization that produces wines from its own and contract vineyards, selling its range both in New Zealand and internationally. Its well established on the market since 1998, producing quality wines that have been acknowledged as such:
Tohu Marlborough Sauvignon Blanc 2010 wine wins, in 2010, both the Champion Sauvignon Blanc and New Zealand Wine Cellars Spence Brothers
Trophy.
With Tohu Wines being a Maori organization, its identity clearly shows in every detail of the organization, from the logo and vision, to the Maori values explicitly presented. Tohu Wines vision is to share our culture, story and values with the world, while the logo is the Maori symbol koru, that refers to nature, growth and life. The organization is committed to being kind to the people and the environment whilst maintaining quality of products and a spiritual connection with the land.
Over the last 5 years Tohu has been doing research into the NZ and International wine market and it was decided to look at introducing a range of organic wines into the market. They went through a rigorous appraisal by BioGro and in early 2019 were able to officially sell organic wine.
Their first bottles of organic wine are now available. Tohu are looking to sell both white wine and red wine over the coming few months and establish an ongoing market for this new market. They will continue with their current range of product from their own and contract vineyards. The organic wine only comes from the vineyards which has been certified.
The international market has just stopped because of the Covid-19 virus and so they are looking at the local market and new ways of distribution to cover this shortfall. The distribution options are:
Supermarkets
Specialty Retail Stores
Business to business restaurants, bars, clubs, hotels
Online
Tohu has been a financially successful organisation to date but this has changed with a cancellation of all export orders. Therefore it is important that the new product and markets are successful to overcome the risk of being dependent on one or two key markets.
Using your industry analysis you need to forecast sales for the coming 6 months. The cost of producing organic wine is higher than normal wine despite the savings from less chemical use because it is very labour intensive.
Required:
You must write up your assignment as a report to senior management covering the following areas:
1.
Select and describe a Target Market using the segmentation bases to be the subject of some of Tohus marketing activities, justifying your choice by reference to a situation analysis. Incorporate cultural awareness to the NZ market. You do not need to include a situational analysis.
2.
Use critical thinking to formulate marketing objectives in relation to the Target Market described, justifying the objective, standards and conditions with reference to the situation analysis and cultural awareness of the NZ market.
3.
Use critical thinking to determine a product strategy in respect of the target market, acknowledging the perceptions of the product, the brand, positioning and the product life cycle.
4.
Use critical thinking to determine a price strategy for the product range
5.
Use critical thinking to discuss a distribution strategy to achieve sales to your target market.
6.
Critically analyse a promotional strategy and say how and when you would promote the brand/products during the next six month period.
7.
Produce a programme, schedule and budget to promote the products for the next six month period
8.
Critically analyse the monitoring processes and procedures you will put in place to ensure that the objective is achieved.
Read less
They have a magnificent team. These people are always kind and willing to listen to your concerns or issues. Better yet, your assignment is always ready before the time, they usually send you a draft to double-check before they finalize your paper.
Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.
You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.
Read moreEach paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.
Read moreThanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.
Read moreYour email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.
Read moreBy sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.
Read more