Macquariedale Organic Wine: Strategic Marketing
Strategy Marketing
Macquariedale Organic Wines is a company that produces red and white wines. According to Adam (2012, p.144), the relevant mission of this company is to make the biodynamic wines become more and more popular, and capture more market share. Biodynamic wines are a new kind of wine, which is used the products like cow dung. That is different from organic wine. Customers are adopting biodynamic wine, so the company wants more customers to choose and buy biodynamic wine. Besides that, the specific object of Macquariedale Organic Wines is to sell more biodynamic wine, which is relevant to the company’s mission. Ross and Derice MacDonald are the owners of Macquariedale Organic Wines. They started their business in 1993, but the biodynamic wine was produced since 2001. Ross and Derice hoped biodynamic could be accepted by customers, because the company’s products were converting. Walker, Gountas, Mavondo and Mullins (2012, p. 6) finds that there are three kinds of strategies: corporate strategy, business strategy and functional strategy. The first strategy for Macquariedale Organic Wines is they sell wine with the prices that ranging from $18 to $35 per bottle Adam (2012, p.144) argues that. Kotler (2012, p. 144) argues that the company set up a club named “Savour Life Club”, and the members of that club can receive a 20 per cent off when they buy wines. This is business strategy, making biodynamic popular among customers. At last, the marketing strategy is the club members would receive a pack of six bottles of biodynamic wines which a cost of $115 for each pack. This strategy helping the company coordinates the marketing activities.
Macquariedale Organic Wines also have competitions with other products or companies among the Australian organic and biodynamic industries. According to Walker, Gountas, Mavondo and Mullins (2012, p. 100), “five competitive forces collectively determine an industry’s long term attractiveness”. The first force is
Macquariedale Organic Wines is a company that produces red and white wines. According to Adam (2012, p.144), the relevant mission of this company is to make the biodynamic wines become more and more popular, and capture more market share. Biodynamic wines are a new kind of wine, which is used the products like cow dung. That is different from organic wine. Customers are adopting biodynamic wine, so the company wants more customers to choose and buy biodynamic wine. Besides that, the specific object of Macquariedale Organic Wines is to sell more biodynamic wine, which is relevant to the company’s mission. Ross and Derice MacDonald are the owners of Macquariedale Organic Wines. They started their business in 1993, but the biodynamic wine was produced since 2001. Ross and Derice hoped biodynamic could be accepted by customers, because the company’s products were converting. Walker, Gountas, Mavondo and Mullins (2012, p. 6) finds that there are three kinds of strategies: corporate strategy, business strategy and functional strategy. The first strategy for Macquariedale Organic Wines is they sell wine with the prices that ranging from $18 to $35 per bottle Adam (2012, p.144) argues that. Kotler (2012, p. 144) argues that the company set up a club named “Savour Life Club”, and the members of that club can receive a 20 per cent off when they buy wines. This is business strategy, making biodynamic popular among customers. At last, the marketing strategy is the club members would receive a pack of six bottles of biodynamic wines which a cost of $115 for each pack. This strategy helping the company coordinates the marketing activities.
Macquariedale Organic Wines also have competitions with other products or companies among the Australian organic and biodynamic industries. According to Walker, Gountas, Mavondo and Mullins (2012, p. 100), “five competitive forces collectively determine an industry’s long term attractiveness”. The first force is