Wine Industry

2963 Words Aug 4th, 2009 12 Pages
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Wine & Spirits
Industry Analysis

Team 6
SMBA 04 • Strategic Marketing MKT 606 • November 22, 2008
Hayden Olson, Natanyi Carter, Maurice Campbell, Natasha Mohl, Tameika Dozier, Majed Soboh, Allan Topher
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Table of Contents

Executive Summary 3

External & Internal Environment 4

External Environment 4

Technological Trends 4

Consumer Trends 5

Governmental Trends 5

Economic Trends 6

Opportunities 6

Threats 7

Internal Environment 7

Strengths 7

Weaknesses 7

Market/Submarket Analysis 8

Submarkets 8

Market Trends 8

Distribution Channels 9

Customer Analysis 10

Wine 10

Spirits 10

Competitor Analysis 11

Direct & Indirect Competition 11

Top Three Competitors 11
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Amazon.com is currently working on an online store that would sell wines direct from the manufacturer to the consumer.

Consumer Trends
More people are drinking wine today than they have in the past. This growth has been predominately in the Baby Boomer and Millennial demographic segments. Millennials represent 32% of the “core drinkers.” Many of the wine and spirits companies are targeting a younger generation through sponsorships and promotions in trendy night club hot spots. It appears that the Millennials behavior is moving in a similar fashion to the Baby Boomers in their alcoholic beverage preferences. Due to the mere size of the Millennial generation this trend seems to be crucial for future profitability, and the success of the companies that can compete for these consumers. We will be examining other consumer tends such as healthy lifestyle, green production, and aspirational buying will be examined further in the market/submarket analysis section.
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Governmental Trends
The regulation of alcohol has always been a sensitive issue. As the world continues to become a global marketplace, the task of keeping track of the various regulations is becoming increasingly difficult. Here in the United States each individual state is responsible for regulating alcohol sales and the means by which it is sold. Each state taxes the sale of alcohol differently. The differences in the state’s requirements make it cost prohibitive for

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