Writing Marketing Report

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Penfolds, Australia, Marketing Strategy Assignment Help

This report is a market analysis of Australian wine market with major emphasis on one of the renowned brands in the country, Penfolds. It looks into the strategic objectives of the firm in the market and the manner in which it has built its competencies to gain a hold in the market. The report studies the Australian wine market in general covering the potential and the market opportunities. The changing customer preferences have also been captured along with the manner in which Penfold has responded to those demands. Penfolds has also faced some recent challenges in the market because of the increasing competition in the market. The report looks into that and also the recommendations to solve the problems faced by the company.



Strategic Objectives and fit



Penfolds aim at the wine market not only in terms of domestic market but also the export market. The main reason behind it is the attractiveness of the export market and the success which the company has seen over the years doing business with customers across UK, US and Europe. Much of it due to the changing preference of the customers towards Australian wines and treating them at par with the one of the premium wines (Snow, 2009). This change in strategy has been developed to maintain a two pronged strategy in order to capture both the domestic and international opportunities.



The brand aims to target majority of the customer profiles by introducing specific wines for them through its research and development. Penfolds manufactures wine is an entirely different manner than the rest of the competitors thereby giving it a different taste altogether which is liked by the customers (Evan, 2007). The brand plans to promote it aggressively in the market as it gives the company a differential advantage over others. Penfolds over the course of years plans to expand its product portfolio in both the premium and the affordable segment. Through this it wants to reach out to more set of customers in the market. With this the brand also plans to take out these brands to those markets which are still at nascent stage in terms of wine market. This would help Penfolds make an entry into such markets with affordable wines so as to open the market initially and then later on introduce its full range as the market grows (Margot, 2007).



Industry Overview and Competitor Analysis



The competition in the market is severe in the Australian market as lot of opportunities are present in the market and also there is a sustainable demand for wines in the country. The competition is not only in satisfying the internal demand in the market but also the export market which holds a big portion of the business done in Australia (Robinson, 2006). Also there is considerable competition in every market segment from normal to premium wine category. In Australia there are more than 2000 companies which deal in wine production and marketing and employ more than 40,000 people in direct and indirect labour.



Some of the biggest names in wine market in Australia are Southcorp, Beringer Blass, BRL Hardy and Orlando Wyndham. Although there are more than 2000 players in the market yet these four players control over 75% of the Australian market (Jade, 2010). The other players are majority small scale in number which serve only on a regional scale and do not operate in the export market too. The top players in the market have been in the market for long with an established presence and brand name in the market. Each of the above mentioned competitive companies have multiple brands in their portfolio to cater to wide range of customers not only in the domestic market but also in the export market of UK, USA and European Union.



In the past few years the companies have increased their presence in the market by expanding the range of wines available to the customers. This have increased the competition as big brands which used to deal in luxury and premium wines have started to offer wines even in the affordable categories thereby challenging the already present players (Conrady, 2008). The market has shifted from being a net importer to an exporter of quality wines across the world. Much is attributed to the sharing of competencies among themselves which enabled the brands to innovate more quickly in order to respond to changing customer demands from all across the world. It is because of this that Australian wineries produce only 2% of the world wine output but they 2.5% of the world market by volume and 4% by value. This shows the emerging strength of the Australian wineries within and around the world (Hartley, 2002).



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Market Analysis tools for writing A+ Marketing Research report


writing marketing report
writing marketing report
writing marketing report

Marketing Report Writing

marketing report writing"marketing report writing"

Activity Internet Marketing Report, Internet Information

INTERNET MARKETING INFORMATION

NETWORKING

LIGHTSIDE

SCAMS, FRAUDS

FAKE E CARDS

HOLIDAY RENTALS

DROP SHIP

If your planning on getting into Internet marketing, you should spent a few weeks web surfing for the information you need before you decide just how and what you want to market on the Internet. There are a lot of scams, frauds, and hype you have to research.

One of the first things you should do is check the government regulations that effect Internet marketing. Two of the main regulation deals with e mails. You can only send out your offer to persons who have contacted you about your offer or (a one time only) persons who have contact you with their offer.

You are required to enclose in all your e mails, your e mail address, your business address and phone. If you will be using a autoresponder you are required to have a unsubscribe link, so persons who may have contacted to receive your offers, newsletter, etc. can click on and have their name removed from your list.

It is also very important to remember if you join a MLM as a affiliate the firm you are marketing for meet the regulations, as you too could be charged if they make outrages claims about their product, how much money can be made etc.

The FTC enters Internet, telemarketing, identity theft and other fraud-related complaints into Consumer Sentinel, a secure, online database available to hundreds of civil and criminal law enforcement agencies in the U.S. and abroad.

Get your own website, avoid the free ones offered by MLM's. Don't be restricted to one firm's product with a free website.

With a free web site you would have no chance of being listed on the search engines, as there would be hundreds of web sites with the same offers. All you are doing is working for free, paying for advertisements for someone else's products. If there was some product you wanted to sell from a MLM firm, you can join as a reseller and place just the product you want to handle on your website.

NETWORKING

You didn't learn it at school, or at the office. Would you believe your mother?

Networking is more then shaking hands, and giving out business cards. Forget about the endless networking skills you may have learned at the office. We just have to put the few lessons mother taught us into practice. As a kid we were always in a hurry to find something better. Our mothers taught us patience.

If your in a hurry you miss the value that can be built taking time with building relations in networking. Establishing a relationship by taking time, gives you a solid framework in networking building.

Your mother worked hard as an example. This is one of the better examples in networking she gave you. That's why it is called networking, not sit work. For networking to be successful you have to work hard and put out the effort.

Remember her telling you to share your things with others? Some of our best resources are time, money, and information we are willing to give to the relationship. They appreciate us when we are willing to give to the relationship.

She always made you clean up after yourself. In networking, follow-up is required. Whether it's a promise to meet someone, or just a thank you is one of the most important lessons of networking. These life lessons we learned from mother during childhood are a solid basis's for strong networking skills.
Thank you mother for all your help.

The biggest time spend in selling, more so in mail order or on the Internet is developing a relationship with your customer and building trust. If you did a good job in the first two, closing a sale will take the smallest of your time spend with your customer.

LIGHTSIDE
This woman rushed to her doctor and rattles off: "doctor, when I woke up this morning and looked into the mirror I saw my hair wiry and frazzled, my skin was wrinkled and pasty, my eyes were bloodshot, I had a corpse-like look on my face! Please doctor can you tell what's wrong with me?"

The doctor looks her over for a few minutes, then replies:" Well, I can tell you that there is nothing wrong with your eyesight."

SCAMS, FRAUDS

Fake e cards.
You get a message with a link to an online greeting card but, when you click it, you end up with a virus on your PC. A couple of simple rules here. Delete any messages that come from someone you don't know or that don't address you by name. If they come from someone you know, email that person to check that they sent it before clicking on.

HOLIDAY RENTALS

2009 has seen a surge in ads offering bogus vacation rentals. You pay a deposit or even in full to get a key and that's the last you hear of them. Scammers are experts at creating phoney look-alike sites where you land after mistyping an address or by clicking on a link supplied in the e mail or ad. Always type in the URL and don't just click on the link.

DROP SHIPPERS 
You can get products to sell via e bay or/and your website by using the services of a drop shipper. A reliable drop shipper will not ask you for a fee. They will allow you to copy pictures of the products they sell. Prices are about half you would pay for retail.

When writing articles to directories, we are not allowed to list URL's for places to go for free information, such as drop shippers, ebay, and other places. If your interested you can go to our website and in our archives there is over 2 years of free Internet information listing with URL's. My website is listed in the article source at the bottom of this article. 

If you have a website they will allow you to move any listing on their site to yours. You set your price on the product/s you transfer. When an order comes in place the order they will ship it out for you under your shipping label and not include any of their material.

A good way to promote is join as an affiliate, transfer a couple specials onto your site, with a link back to your affiliate page. The cost of setting up a web site is minimum. Check out my website archive for drop ship firms. Transfer a couple specials onto your site, with a link back to your affiliate page. The cost of setting up a web site is minimum. Check out my website archive for drop ship firms.

Disclaimer: 
The Author of this article is not responsible for accuracy or completeness nor shall he be held liable for any damage or loss arising out of or in any way related to the information or utilization of it.

Article Source: Bruce Chambers sold his printing, publishing, mail order business and retired in 1980. He came on the Internet in 2003. He researched for 1 year, and then started a free monthly Internet marketing report, plus free monthly recipes, bar mixes, tips newsletters. At present he resells from his website. You can subscribe to either or both free newsletters by going to his web site. Please visit:     http://www.cbestbuys.com/ 



 

 

 

 

 

 

About the Author

Article Source: Bruce Chambers sold his printing, publishing, mail order business and retired in 1980. He came on the Internet in 2003. He researched for 1 year, and then started a free monthly Internet marketing report, plus free monthly recipes, bar mixes, tips newsletters. At present he resells from his website. You can subscribe to either or both free newsletters by going to his web site. Please visit: http://www.cbestbuys.com

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marketing report writing
marketing report writing
marketing report writing