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The following marketing plan is for Swords Wines' launch into an international market, Shanghai in China, and is thus relatively detailed in its analysis and action plans.

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Sample Marketing Plan Sources: Pride, W.M., Elliott, G., Rundle-Thiele, S., Waller, D., Paladino, A. & Ferrell, O.C. (2007). Marketing: core concepts and applications (2nd asia-pacific edition). Milton, Qld: John Wiley & Sons Australia, Ltd, pp. 475 - 489. Marketing plans typically follow a generic structure but differ in length and complexity. An annual plan for a well-established, successful product in which it is 'business as usual' may require only a summarised and updated situation analysis and a brief description of the marketing activities to be undertaken over the coming year. On the other hand, a marketing plan for a major new-product launch or a major change in marketing strategy such as entry into a new market - including an international market - or a new marketing channel typically requires considerably more detailed analysis, especially when senior management is yet to take the decision on the strategic initiative. The following marketing plan is for Swords Wines' launch into an international market, Shanghai in China, and is thus relatively detailed in its analysis and action plans. In practice, marketing plans should be kept as brief as possible while incorporating all the necessary analysis upon which the planning detail is based. With increasing experience and familiarity, successive marketing plans could be reduced in size by focusing on essential data and analysis. It is also worth emphasising that the marketing plan should be seen as a working document with an ongoing life and importance. It should provide structure and discipline to marketing activities. It should be a practical communication document that can be consulted and referred to throughout the year. It should be revisited and revised, when necessary; and should form the basis of the continuing marketing program. Finally, it should be seen as a means to an end and not an end in itself. Most importantly, the time and effort involved in its preparation should be justified in the quality of the marketing program it documents. ...read more.


� WTO abstention is aligning international laws. � Xintiandi, the target market, is located in inner Shanghai. � Xinguixi, male businessmen aged 24-44, are the main target group. � Australia has higher quality procedures in wine production. Threats � Chinese can have a resistance to Western products. � Red wine in China is an acquired taste; many Chinese even mix red wine with soft drinks. � Business relationships take a long time to forge. � Language and cultural differences exist. � There is low annual wine consumption per individual. � Current sales of imported wines are limited mostly to foreigners and upper-class urban Chinese. � Licences can take a year to be approved. � Value-added tax, consumption tax and wine list and corking costs are all additional costs. � There is a lack of traditional banking methods. � Complicated legal requirements exist. � Government connections are essential. � Inland transport is poor, long haulage may spoil wine. � Chinese wineries are developing higher quality grapes. � Chinese wineries are developing more advanced technologies. � Imitation wine and pirating industry exist. � Extreme temperatures may spoil wine. + Critical success factors The following factors will be critical to the success of Swords in China: � Market entry should be as soon as possible so that, through promotion and distribution, the brand can grow with the wine boom. � Health benefits of red wine are associated with tannins, similar to those in tea. The Chinese government has heavily promoted this fact. � Initial product lines will be red wine, with a Shiraz to appeal to a wider market. � Pricing will be high and promotion will be aimed at professionals. � Target is Shanghai and in particular the restaurant precinct of Xintiandi, Luwan. � Increase the recognition of Swords' association with Australia and that it is an Australian wine. � Offer discounts on quantity to Chinese distributors/customers. � Work together with international agencies, such as Austrade, and Chinese business and use Chinese marketing and promotion techniques. ...read more.


Swords is in the fortunate position of being able to source quality Australian wine, which has been found to have a very high standing in the Chinese wine marketplace, second only behind France. It is the conclusion of this report that Swords should enter the market targeting the Xinguixi, in the restaurant precinct of Xintiandi and the Luwan district. It is believed that this marketplace, if entered correctly, will ascribe status to Swords' wine and allow for easier expansion into other cities and for the development of other product lines. It is, however, vital to understand the long-term commitment to be made to China and appreciate that while the demand for Australian wine is growing at a rate of 50 per cent per annum and would appear to be booming, the market is still very much in its infancy and wine consumption is still very low. Local companies heavily dominate the wine market. Imports account for 10 per cent and Australian imports account for only 2 per cent of the wine market. The opportunity available to Swords is to enter the imported wine market in Shanghai. Swords has the ability to grow as the imported wine market grows in China. Disposable incomes, a better wine-educated population and a strong status image associated with drinking wine all contribute to a promising future. Entry into this market should be viewed as a long-term investment. It is thus recommended that this plan be accepted and that Swords Wines be launched in China. Endnotes 1. GAIN Report Shanghai Wine Brief, 2006. 2. GAIN Report, Wine in China, 2004. 3. China Statistical Yearbook, 2004. 4. GAIN Report, Shanghai Wine Brief, 2005. 5. GAIN Report, Wine in China, 2004. This marketing plan is based on an export marketing plan that won the 2006 Austrade national student competition, prepared by RMIT students Georgia Beattie, Nicholas Shiells, Michael Clarke, Ronita Agakhan, Kellie Mortimer and Yan Yan. (Pride, W.. Marketing: Core Concepts & Applications, 2nd Edition. John Wiley & Sons Australia,, 012007. <vbk:978-0-470-81469-7#outline(> ?? ?? ?? ?? 1 ...read more.

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