Export of Wine to USA, Marketing Strategy

Essay by dwbB+, May 2009

download word file, 15 pages 0.0

Nederburg Wine - Brief HistoryTwo Centuries of Perfection.

Situated 45 minutes from Cape Town lies Nederburg, a winery with a heritage over 200 years old that boasts South Africa's most decorated wine range, winning more local and international awards than any other wine producer in the country.

Situated close to the historic village of Paarl, Nederburg promises a unique experience that is a blend of classic wine erudition and contemporary design reflected in our elegantly structured range.

The seamless melding of the historical and the modern is evident in the exquisitely restored manor house dating back to 1800 and furnished with carefully selected period pieces, that is situated adjacent to a brand new cellar, which itself combines technologically advanced equipment with oak barrels made in the time-honoured way by some of the world's best coopers in France, Eastern Europe and America.

Nederburg is also hosts the internationally renowned Nederburg Auction, which ranks as one of the top five wine auctions in the world and serves as a valuable showcase for South African winemakers and their products.

1.) IntroductionFirst step in exporting to a foreign country is to determine a companies readiness to do so. Global Marketing is the process of focusing on an organization's resources on the selection and exploitation of global market opportunities consistent with and supportive of its short and long-term strategic objectives and goals.

Our chosen product to export is Nederburg wine, but in particular Nederburg Private Bin R163 Cabernet Sauvignon 2001 to the United States of America.

As this market imports the most wine of any other country we will show through research and analysis how we will enter this market. By analyzing market size one can draw conclusions on what segments to target and what buying power the customers have, which is an important factor...