Company Marketing Audit Casella Wine Company
Autor: Zeal Zhu • August 29, 2015 • Essay • 2,108 Words (9 Pages) • 1,256 Views
Company Marketing Audit
Casella Wine Company
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Executive Summary
Casella Wine Company is a leading wine producer and marketer in the international market. Casella Wines family company was born in 1969 and is near the township of Yenda outside of Griffith in New South Wales. Casella Wines created [yellow tail] and selected the yellow-footed rock wallaby for the label. In 2001, the brand had grown to be the most famous Australian Wine Brand in the world and became the Australia’s largest exporter. In 2003, it had already risen to fourth and finally to the third in 2004. Casella Wines Company has kept the ranking of Australia’s top five wine exporters more than a decade.
This Company's industry includes wine production, liquor wholesaling, and grape produce and, Casella has three different labels yellow tail, Bondi Rd and Casella 1919.
Casella Wines always keep producing great quality Australian wine for the world. In 2013, the company generated total revenue about $346 million and had 566 employees in Australia.
Table of contents
Executive Summary
Table of contents 2
1. Target market
2. The customer's needs
3. How the needs are satisfied
Product
Price
Place
Promotion
4. Environmental scanning
Competitive forces
Economic forces
Political, Legal and Regulatory forces
Technological forces
Social-cultural forces
Opportunities and threats
5. Five steps market research process
6. Recommendation
7. Conclusion
References list
Appendices
Target market
When companies focus their marketing efforts on a group of customers, and the target market is what these companies focus. Casella Wines Company produces and markets wine. The target market of Casella Wines Company is millions of people worldwide enjoying wines every day and particularly is a segment of young and price sensitive new wine consumers.
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