Marketing strategy for Macquariedale organic wines

Marketing

In recent times, people have become more conscious of their health and they are choosing products that are healthy such as organic products. This has also been the case when it comes to organic wines. These wines improve the health of soil and vines at the same time improving the productivity of older vineyards. Organic wines are also beneficial to customers in that the wines are healthy as they contain only a small proportion of preservatives like sulfur which are added to normal wines which cause headaches. This paper will therefore look at the potential marketing landscapes for organic wines. It will also look at micro and macro environmental forces that have an effect on marketing ability of organic wines.

Marketing landscape for organic wines

Marketing involves the understanding of the potential market landscape or market place as well as the needs, demands and wants of the customers, market offerings which involve the goods or services offered in this case organic wines, the value and satisfaction of customers and so on. It involves the designing of a marketing strategy that is driven by customers. Market landscape brings out developments that have been spotted a well as emerging trends that define the situation as it is in the current global landscape. The main focus on the market landscape is a specific geographic territory and the organic wine venture that gives an insight on the entire global market place. Therefore when analyzing the marketing landscape a SWOT analysis of organic wines is important. When managing the marketing function there should be a complete analysis of marketing situation of organization that produces the organic wines.

Strengths

The Australian wine industry is inclined towards the production of organic wines. This will be very easy when it comes to the marketing of organic wines from Macquariedale as people are getting used to the organic wines that are increasingly being produced in Australia. Macquariedale organic wines produce a wide range of both red and white wines. This will therefore be easy when it comes to marketing of the organic wines as the customers will have a wide variety to choose from. The production of organic wines that are better tasting and also have a fruity and clean character .The wines are of high quality as compared to commercially grown wines. This will therefore enable Macquariedale organic wines enter the market easily as and market their wines since the quality of the wine will speak for the company.

Weaknesses

Macquariedale organic wines lack a distinctive organic wine brand that they will use when they are marketing. When looking at the marketing dynamics of the company the existence a wine brand is very important. A wine brand that can be made known to customers is a vital marketing tool since it acts as a selling point of other wines that the company produces.

Threats

Competition from producers of non-organic wines is a threat that Macquariedale organic wine faces. The idea of organic wines is relatively new in Australia. Most people are still warming up to the idea organic wines therefore it will be a daunting task tying to market the organic wines to the loyal consumers of non-organic wines.

Micro environmental forces

Micro environment forces are factors that are close to the business and have got a direct impact on the business operations and the success. It is therefore advisable for the Macquariedale Organic Wines' corporate strategy to carry out the full analysis of the micro environment forces to help them gain the competitive advantage in the market for the sale of their products. Some of the Micro environmental forces that affect the ability of marketing of Macquariedale Organic Wines include;

Suppliers

Suppliers can seriously affect marketing in terms of supply delays or shortages. It is therefore a requisite for managers in Macquariedale Organic Wines to watch their supply availability and costs. Supply shortages and labor strikes can cost sales in short run which then will damage the satisfaction in the long run. Conversely, the rise in supply costs forces the price increase which may then harm the sales volume of the company.

Company

The company can affect Organic wines in the way the make decisions in the organization.

The marketing managers of Macquariedale Organic Wines should make sure they work closely with other company departments as a result of the impact the company has on plans and actions of the marketing department to provide a great customer experience and quicker decision making.

Marketing intermediaries

Marketing intermediaries is also a factor that is affecting organic wines. The company is not in place of producing its products to the final buyers. Partnering as well as selecting of the sellers has also been a hard task. The marketing intermediaries should be significant to the company's overall value delivery system to create customer satisfactions.

Competitors

Competitors affect organic wine in that, the company does not have a good marketing strategy to enable them compete well with its competitors to gain competitive advantages. However, the concept of marketing is to make sure the company provides a greater customer value and satisfaction to enable them gain strategic advantage by positioning their products and offering strongly against their competitors.

Public

The public affect organic wine in their way of perceptions. Some people may have the interest of buying the product while others will fail to have the interests. This will definitely affect the organization's ability to achieve their objectives. The public in this case includes the Government, media, citizen action, financial publics and local publics. All these affect organic wine in one way or another. For instance, the citizen- action publics may affect the marketing decision which is questioned by the consumer organizations.

Customers

Customers are the most significant people in the organizations because they are the ones determining the success or the failure of the organization. The customers affect the organic wine in that; it may be hard for the company to target any of the customers such as the consumer markets, the business markets and many others in the market.

Macro environmental forces

Today, most companies and other actors are operating in a larger macro environment that shapes the opportunities while posing threats to the companies. The macro environmental forces that affect the organic wine include;

Economic factors

Economic factors such as the consumer spending patterns can affect the organic wines in that, the people tends to use a lot of many once they get it not knowing of tomorrow. Therefore, there may be a low season for the products. It is therefore necessary for the marketers to keep close track of the economic trends and developments in the markets

Demographic factors

Demographic factors including generational marketing affects the organic wines by creating separate product for each generation. It is therefore advisable for the company to form a precise segment within each group defining them by their lifestyles, life stage or other common values they seek in the product they buy.

Natural factors

Since the main raw materials are grapes, the growth of the grapes can be affected by climatic conditions. This means that if the weather is unfavorable for the growth of grapes, then there will be shortage of raw materials.

Technological factors

The production of organic wines involves the incorporation of new technologies which were not used by the company to produce their products that will enable them to compete with its competitors to gain the competitive advantage

Political and social environment

There is some legislation put by the governments that regulates the business. The legislation on the other hand, may decide on a particular course of action which may affect the organic wines positively or negatively