From here various push and pull strategies should be implemented in order to maximise product awareness and sales.
1. Introduction & Background.
This report was commissioned by Carrick Winery, Central Otago, New Zealand. Its purpose is to research and analyse various international markets in order to place Carrick Pinot Noir onto a new foreign Market.
With production growing by 85% by 2003 New Zealand Pinot Noir producers need to expand their export markets. As the marketing managers of Carrick we have achieved high levels of sales in Australia and the UK and are now seeking out new export markets for future expansion.
Carrick wines of Bannockburn are producers of a range of premium quality wines, but specialise in Pinot Noirs. The flourishing company has been operating since 1994, and in the last decade has managed to establish strong markets in both the UK and Australia, with insignificant levels of exports to a range of other countries. The September 2002 edition of the British publication WINE placed Carrick Pinot Noir first equal in a line-up of 150 Pinot Noir wines from all over the world imported to the United Kingdom. Carrick, along with another New Zealand Pinot Noir, La Strata, scored 92 points out of a possible 100 and was regarded as a gold winning mark. The judging panel gave a copious amount of praise to the Central Otago Pinot Noir, and quoted Central Otago as having the most promise. These strengths cannot be ignored when evaluating the viability and attractiveness of a foreign market. .
This report outlines a detailed market selection analysis including the country risk assessment of four international markets. It closely investigates political, economic, socio-cultural and technological factors within each market before the selection of one market is established. The selection of target markets is then examined, followed by a close competitive analysis and the identification of opportunities in the chosen overseas market.
