The purpose of this report was to research and analyse various international markets in order to place Carrick Pinot Noir onto a new foreign Market. Specific objectives were product/market selection including country risk assessment of political, economic, socio-cultural and technological factors; selection of target market, competitive analysis and identification of opportunities in the chosen overseas market; and recommendations for market entry and marketing mix strategies.
A list of four potential international markets was first developed based on the market size and the amount of wine consumed per capita. Canada, Germany, China and Chile were seen as having high potential for Carrick to export to. These countries were individually evaluated by looking at the major risks and opportunities of exporting to each potential market. After intensive research into each market Canada was selected. As the most attractive market Canada has the attributes that suit Carrick product and there is a gap in the market at the Premium end that Carrick will be able to target. British Columbia, Alberta, Ontario and Quebec were selected as the target markets within Canada that provide the most attractive opportunities. These markets were selected based on population size, average wine consumption and the average income per capita. The specific target market is individual consumers over the age of 24 with a medium to high-income level.
Specific marketing strategies involve forming alliances with other New Zealand exporters in order to cut costs and increase awareness. It is recommended that distribution be through the use of shipping directly from New Zealand to the West Coast of Canada. From he wine would be sent onto the sales offices of the respective alliances in Canada. A sales office should be set up in Vancouver to receive and distribute the wine to each of our target markets respectively using Canada's federal mail service to agents.
