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Stratus Winery
BUSI 2208 H
Introduction to Marketing
Winter 2010
Assignment 2: Individual Case Study
Professor Diane Isabelle
Thursday, March 4 2010
Table of Contents
I. Executive Summary 3
II. Problem Statement 3
III. Situation Analysis
External Analysis 3
Internal Analysis 5
IV. Segmentation Analysis 6
V. Strategic Alternative
Alternative 1: Golf with Stratus 9
Alternative 2: Learn with Stratus 9
Alternative 3: V.I.P. After Party 10
VI. Recommendation 11
VII. Implementation 12
VIII. Conclusion 12
IX. References 13
X. Appendices 15
I. Executive Summary Stratus Vineyards is an eco-friendly winery operating in a competitive market place. With increased competition from both domestic and foreign brands, Stratus lacks clear consumer awareness of its brand and a large market share. Given that Stratus prides itself on its quality products and limited production output, it is recommended that Stratus target premium consumers. Stratus can capitalize on the varying lifestyles of Canadians and could target the Suburban Gentry by sponsoring select suburban golf tournaments, the Grads and Pads by offering an extension of onsite events in Toronto, Montreal and Vancouver to provide value-added experiences, and the Cosmopolitan Elite by hosting V.I.P. After Parties after ballet, opera and symphony performances in Toronto, Montreal and Vancouver. V.I.P. After Parties provide the largest profit potential, target the second largest market segment, and the Cosmopolitan Elite are the most financially successful lifestyle; making V.I.P After Parties the recommended alternative. With the V.I.P. After Party alternative, Stratus can gain a significant market base, increase consumer awareness and increase overall profit.
II. Problem Statement
The Canadian wine industry has seen tremendous growth in the past few years,
BUSI 2208 H
Introduction to Marketing
Winter 2010
Assignment 2: Individual Case Study
Professor Diane Isabelle
Thursday, March 4 2010
Table of Contents
I. Executive Summary 3
II. Problem Statement 3
III. Situation Analysis
External Analysis 3
Internal Analysis 5
IV. Segmentation Analysis 6
V. Strategic Alternative
Alternative 1: Golf with Stratus 9
Alternative 2: Learn with Stratus 9
Alternative 3: V.I.P. After Party 10
VI. Recommendation 11
VII. Implementation 12
VIII. Conclusion 12
IX. References 13
X. Appendices 15
I. Executive Summary Stratus Vineyards is an eco-friendly winery operating in a competitive market place. With increased competition from both domestic and foreign brands, Stratus lacks clear consumer awareness of its brand and a large market share. Given that Stratus prides itself on its quality products and limited production output, it is recommended that Stratus target premium consumers. Stratus can capitalize on the varying lifestyles of Canadians and could target the Suburban Gentry by sponsoring select suburban golf tournaments, the Grads and Pads by offering an extension of onsite events in Toronto, Montreal and Vancouver to provide value-added experiences, and the Cosmopolitan Elite by hosting V.I.P. After Parties after ballet, opera and symphony performances in Toronto, Montreal and Vancouver. V.I.P. After Parties provide the largest profit potential, target the second largest market segment, and the Cosmopolitan Elite are the most financially successful lifestyle; making V.I.P After Parties the recommended alternative. With the V.I.P. After Party alternative, Stratus can gain a significant market base, increase consumer awareness and increase overall profit.
II. Problem Statement
The Canadian wine industry has seen tremendous growth in the past few years,
References: Beech, Monique. 2010. Changes in the works for cellared in canada. The St. Catherine Standard2010, sec Local News. http://www.stcatharinesstandard.ca/ArticleDisplay.aspx?e=2269016 (accessed 18 Feb 2010). Campisi, Vanessa Crane, Frederick, Roger Kerin, Steven Harltey, and William Rudelius. 2008. Marketing, ed. Joanna Cotton. 7th Canadian Edition ed. U.S.A: McGraw Hill. Crosariol, Beppi Environics Analytics. Prizm C2 lifestyle segmentation. 2010 [cited 02/24 2010]. Available from http://www.environicsanalytics.ca/data_consumer_segmentation.aspx (accessed 24 Feb 2010). ——— Heller, Marc. Schumer pressing canada on wine duties. Watertown Daily Times, 28 January 2010, (accessed 18 Feb 2010). Neilson Company Shea, Lisa. Inniskillin winery. in Minerva WebWorks LLC [database online]. 2010 [cited 02/26 2010]. Available from http://wineintro.com/wineries/niagara/inniskillin/winemaking.html (accessed 26 Feb 2010). Statistics Canada. 2009. How to Cite Statistics Canada Products. Statistics Canada Catalogue no. 12-591-X. Ottawa. Version updated May 2009. Ottawa. http://www.statcan.gc.ca/pub/12-591-x/12-591-x2009001-eng.htm (1 March 2010). ———. 2008. Food statistics 2008. Statitcs Canada, dsp-psd.pwgsc.gc.ca/collection_2009/statcan/.../21-020-x2008001-eng.pdf (accessed 23 Feb 2010). ——— ———. 2005. Canadian addiction survey, 2004[public use microdata file]Statistics Canada[publisher], http://odesi.ca.proxy.library.carleton.ca/details/view.html?uri=/odesi/cas_E_2004.xml (accessed 2010-02-27-05:00). Stratus Winery Wine Council of Ontario. 2009. Wines of ontario: Year in review 2008-2009, winesofontario.org/PDFs/WCOYearReview08-09.pdf (accessed 23 Feb 2010). X