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International Wine Marketing Plan

Decent Essays

The Situation Analysis

CUSTOMERS

Customer Analysis in the United States: The Scarborough Wine Market Report recently released new research on the average American consumer of wine. The report states that within the last three month, approximately 39% of all Americans over the age of 21 have purchased a bottle of wine. In addition, 33% of purchasers have a household income of over $75,000. Furthermore, of those surveyed, 39% of purchasers had attended at least some college. The report went on further to state that 25% of purchasers were between the ages of 21-34 and 45% of purchasers were between the ages of 35-54. In a recent annual Yankelovich MONITOR survey of American adults, research has found that wine consumers exhibit …show more content…

They have higher disposable income and they would enjoy high quality wine either in formal dinning or socializing events. It is true that Taiwanese consumers are very sensitive about price; however, they are willing to pay premium for quality goods.

COMPETITION

Competition Analysis in the United States:

Domestic:
The competition found within the United States is comprised of two distinct categories: national and international. The national aspect of competition is composed of several key states. Each state has numerous wineries, which compete both directly and indirectly within the wine market. California:
California produces the largest amount of wine within the United States, accounting for approximately 90% of all American production. In 2004, wineries in California numbered over 1,600.
Washington:
Washington falls into the 2nd position with a 2% market share of all wine produced within the United States. In 2004, wineries in Washington totaled over 323.
New York
New York is the 3rd largest produced in the United States with a less than 2% market share. In 2004, there were 203 wineries operational in New York.
Within each of the top three wine producing states, many wineries stand out on numerous award lists. These ranks change dramatically over the

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