Organic wine Canada_-Anonimised.doc.pdf - 04.11.20 ORBELUS...

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P a g e s : 2 8 p a g e s W o r d c o u n t : 3 , 4 5 4 w o r d s ORBELUS Country: Canada International Marketing Management ( 32000 ) (3 2000 ) (3 20 00) Student X Student Y Student Z Teacher: A. SDdjfnlsjdnfj [email protected] pl.hanze.nl 04.11.20 ..
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2 Executive Summary The aim of this report is to analyse the Canadian wine market and conditions in order to identify developments that could potentially influence the performance of selling organic wine from Bulgaria. The economic situation for the wine market is shown in the report section marketing. Orbelus is a wine producer from Bulgaria, which is selling organic wine. The new goal of the company is to expend their target market to Canada. Therefore, a new target group of costumer had to be explored. Orbelus decided to sell their wine to 65+ people because their spending power and wine consumption is going up. The new costumer group is able to enjoy organic wine from Bulgaria, which is kind of unique in Canada. The Canadian wine market is not big compared to other countries but they have consumption per year of 546 litres of wine with an increasing trend for the next years. One important factor are the market shares of the competitors. There are two main company´s who got a market share of nearly 30% from the whole market, and the next highest market share is 3%. Therefore, the company´s goal is to get 9% market share of the imported wines form Bulgaria, and 0.000058% from the whole Canadian wine market. The main goal of the strategy in Canada is to get known by customers in the relevant regions and grow a better standing on the Canadian market. In order to get known by Canadian citizens Orbelus will connect with Food Bloggers to advertise their wine. An example is the blog ‘A Canadian Foodie’, ‘Simple Bites’ and ‘Family Feedbag’. The Transportation from Bulgaria to Canada is done through three steps. It starts at the Orbelus winery to the harbour of Hamburg via rail. From that destination with a ship to the Montreal Harbour in Canada, and from there with a Truck to the wholesalers etc. Because of the distance the wine has to be moved the selling price will go up.
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3 Table of Content 1.0 INTRODUCTION 6 2.0 METHODOLOGY 7 3.0 MACRO ANALYSIS AND MICRO ANALYSIS 8 3.1 PESTEL ANALYSIS 8 3.1.1 POLITICAL 8 3.1.2 ECONOMICS 8 3.1.3 SOCIAL 8 3.1.4 TECHNOLOGICAL 9 3.1.5 ENVIRONMENTAL 9 3.1.6 LEGAL 9 3.2 COMPETITIVE ANALYSIS 9 3.2.1 PORTER’S FIVE FORCES 9 3.2.1.1 THREAT OF NEW ENTRANTS/COMPETITORS: 9 3.2.1.2 THREAT OF SUBSTITUTES: 10 3.2.1.3 POWER OF SUPPLIER: 10 3.2.1.4 POWER OF BUYERS: 10 3.2.1.5 COMPETITIVE INTENSITY: 10 4.0 TARGET MARKET DEFINITION 11 4.1 MARKET DESCRIPTION 11 4.2 MARKET SEGMENTATION 12
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4 4.3 DEMAND ESTIMATION 13 4.4 SALES FORECAST 13 4.4.1 5-YEAR IMPORT FORECAST FOR BULGARIAN WINES 13 4.4.2 5-YEAR FORECAST SALES OF RED WINE 14 5.0 FOREIGN MARKET ENTRY STRATEGY 15 6.0 FOUR P’S 16 6.1 PRODUCT STRATEGY 16 6.1.1 PRODUCT MIX ORBELUS 16 6.1.2 POSITIONING STATEMENT 16 6.1.3 CORE COMPONENT 16 6.1.4 PACKAGING COMPONENT 16 6.1.5 SUPPORT SERVICES 17 6.1.6 STANDARDIZATION VS. ADAPTATION 17 6.2 PRICING STRATEGY 18 6.2.1 PRICING STRATEGY 18 6.2.2. DISCOUNT 18 6.2.3 PRICE OF COMPETITORS
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