More Vino Case Analysis
Wine retailer More Vino LTD is located in Port of Spain, Trinidad. It operates four subunits: wholesaling and distribution, a retail store, a bar, a restaurant, and a delivery service, making it a successful multilevel business.
Marketing Analysis
Founded in 2005 by the Stone brothers, More Vino strives to become one of the leading retailer and distributors of the finest local and imported wines to Trinidad. Being among the few in the industry, they carried the widest and exclusive selections of alcohol products in the country. The island is a popular vacation spot for tourists and for the natives all year round. Peak times include summer and winter, and this creates seasonality for the company. The strong economic city and ongoing tourism is the main ground for their increasing sales and growth. Their increase in sales growth is a strong percentage of over 100% from 2006 to 2007. This increase is mainly from their retail consumption locations rather than their wholesale and delivery. This is why the Stone brothers felt the need to expand their retail business. Sales increase also suggests that their marketing tactics have been doing well to give their company more recognition.
More Vino endorses their products by offering wine tasting events, and by having special promotions. Their wine club is intended to retain a regular clientele, and allows their customers to have a luxurious experience. This creates a competitive advantage for More Vino. Their imported wine also creates competition from the mediocre wine sellers in Port of Spain. Prior to their expansion to retail, they were a wholesale company; their pricing was not set at the retail level. This means that their pricing was low when it should have been higher to match with the market and competition. When cost of goods increased due to taxes, they increased their product prices 30%. There is cyclicality in the business because the demand of the products changes with the market growth in the wine
Marketing Analysis
Founded in 2005 by the Stone brothers, More Vino strives to become one of the leading retailer and distributors of the finest local and imported wines to Trinidad. Being among the few in the industry, they carried the widest and exclusive selections of alcohol products in the country. The island is a popular vacation spot for tourists and for the natives all year round. Peak times include summer and winter, and this creates seasonality for the company. The strong economic city and ongoing tourism is the main ground for their increasing sales and growth. Their increase in sales growth is a strong percentage of over 100% from 2006 to 2007. This increase is mainly from their retail consumption locations rather than their wholesale and delivery. This is why the Stone brothers felt the need to expand their retail business. Sales increase also suggests that their marketing tactics have been doing well to give their company more recognition.
More Vino endorses their products by offering wine tasting events, and by having special promotions. Their wine club is intended to retain a regular clientele, and allows their customers to have a luxurious experience. This creates a competitive advantage for More Vino. Their imported wine also creates competition from the mediocre wine sellers in Port of Spain. Prior to their expansion to retail, they were a wholesale company; their pricing was not set at the retail level. This means that their pricing was low when it should have been higher to match with the market and competition. When cost of goods increased due to taxes, they increased their product prices 30%. There is cyclicality in the business because the demand of the products changes with the market growth in the wine