Marketing Plan Example
AAA Wine/Spirits
Marketing Plan – AAA Wine/Spirits Expansion
Table of Contents
Executive Summary4
Company Description5
Vision, Mission, Beliefs and Values 6
Core Competencies7
Situation Analysis9
Competitors11
Target Market12
Action Plan13
The Marketing Mix14 Product Strategy15 Distribution Strategy15 Promotion Strategy16 Pricing Strategy18
Customer and Supplier Relationship Management18
Budget and Monitoring19
Summary and Conclusion21
List of References23
Table of Figures / Charts
Action Plan14
Invoice Sales $14
First Year Budget 19
EXECUTIVE SUMMARY
AAA Wine/Spirits vision is to be the leading distributor of beverage alcohol and create superior value for all tiers of the industry. We have achieved this vision by embracing a mission of providing superior business solutions that drive growth and value for customers and suppliers alike through our national scale, state-level share, local market intelligence and brand-building expertise.
In backing this mission and vision with deeds, AAA has invested heavily in its people, its operations, and its technological capabilities, all of which add value to the three-tier distribution system—a legal system under which wine, spirits and beer pass from the manufacturer/supplier (first tier) to the distributor (second tier) and on to either the retailer or restaurateur (third tier). AAA is committed to customer service as well as performing at the highest levels of professionalism and marketing creativity.
Having successfully established its wine and spirits distribution business in 10 States, AAA is now looking to initiate operations in California. Beginning in March 2011, AAA will offer statewide distribution of wine and spirits merchandise based on an exclusive distribution contract with suppliers such as XXX Spirits, YYY
Marketing Plan – AAA Wine/Spirits Expansion
Table of Contents
Executive Summary4
Company Description5
Vision, Mission, Beliefs and Values 6
Core Competencies7
Situation Analysis9
Competitors11
Target Market12
Action Plan13
The Marketing Mix14 Product Strategy15 Distribution Strategy15 Promotion Strategy16 Pricing Strategy18
Customer and Supplier Relationship Management18
Budget and Monitoring19
Summary and Conclusion21
List of References23
Table of Figures / Charts
Action Plan14
Invoice Sales $14
First Year Budget 19
EXECUTIVE SUMMARY
AAA Wine/Spirits vision is to be the leading distributor of beverage alcohol and create superior value for all tiers of the industry. We have achieved this vision by embracing a mission of providing superior business solutions that drive growth and value for customers and suppliers alike through our national scale, state-level share, local market intelligence and brand-building expertise.
In backing this mission and vision with deeds, AAA has invested heavily in its people, its operations, and its technological capabilities, all of which add value to the three-tier distribution system—a legal system under which wine, spirits and beer pass from the manufacturer/supplier (first tier) to the distributor (second tier) and on to either the retailer or restaurateur (third tier). AAA is committed to customer service as well as performing at the highest levels of professionalism and marketing creativity.
Having successfully established its wine and spirits distribution business in 10 States, AAA is now looking to initiate operations in California. Beginning in March 2011, AAA will offer statewide distribution of wine and spirits merchandise based on an exclusive distribution contract with suppliers such as XXX Spirits, YYY
References: 1. Marcus, Kim, Wine Spectator (February 14, 2005). "Bizarre Coalition Opposes Direct Shipment of Wine". http://www.winespectator.com/webfeature/show/id/Bizarre-Coalition-Opposes-Direct-Shipment-of-Wine_2398. 2. Nigro, Dana, Wine Spectator (October 21, 2002). "Tide Turns in Direct Shipping Battle". http://www.winespectator.com/webfeature/show/id/Tide-Turns-in-Direct-Shipping-Battle_1465. 3. Arnold, Eric, Wine Spectator (November 9, 2007). "Battle Over Retail Wine Shipping Comes to a Head in the Courts". http://www.winespectator.com/webfeature/show/id/Battle-Over-Retail-Wine-Shipping-Comes-to-a-Head-in-the-Courts_3882. 4. Teichgraeber, Tim, Decanter.com (January 15, 2008). " 'Storm ' of negative pr as wine.com sneaks on rivals". http://www.decanter.com/news/174024.html. 5. Frye, Andrew, Bloomberg Business Week (March 22, 2010). “Berkshire to Buy Alcohol Distributor in U.S. South’. http://www.businessweek.com/news/2010-03-22/berkshire-to-buy-alcohol-distributor-in-u-s-south-update1-.html 6. Meyers, Jessica, DallasNews.com (May 24, 2010). “As California grows its wine industry, critics say focus should change”. http://www.dallasnews.com/sharedcontent/dws/fea/taste/stories/052410dntextxwine.1d72b13e.html 7. US Census Bureau. “State and County Quick Facts”. http://quickfacts.census.gov/qfd/states/48000.html 8. Marshall and Johnston (2010). “Marketing Management” McGraw Hill, New York.