Marketing

Executive Summary

Table of Content

Executive Summary 2

Table of Content 2

Introduction 2

1.0 Environmental analysis 2

1.1 Macro - environment factors 2

1.1.1 Demography 2

1.1.2 Economic conditions 2

1.1.3 Social and cultural trends 2

1.1.4 Political and legal forces 2

1.1.5 Technology 2

1.2 Key driving forces affecting the industry 2

1.2.1 Natural advantages 2

1.2.2 Human advantages 2

1.2.3 Technology advantage 2

2.0 Micro-economics environmental analysis 2

2.1 Porter's Five Forces Analysis 2

2.1.1 The intensity of rivalry among competing firms - high 2

2.1.2 The threat of new entrants - HIGH 2

2.1.4 The bargaining power of suppliers - low 2

2.1.5 The bargaining power of customers - high 2

2.2 Opportunities & threat 2

2.2.1 opportunities 2

2.2.2 Threats 2

3.0 Key success factors in the industry 2

3.1 Physical supply factors 2

3.2 Human factors 2

3.3 Market factors 2

3.4 Competitive strength assessment in relation to competitors 2

Illustration of Porters 5 Forces. Illustrates arti...

English: Hunter Valley Panorama, mfunnell, stitche...

English: Australian wine zones, the area south eas...

3.5 Particular internal competencies 2

3.5.1 Vineyards 2

3.5.2 Processing Capacity 2

3.5.3 Water 2

3.5.4 Skills 2

3.5.5 Funding 2

3.5.6 Risk assessment 2

3.5.7 Strength measure 2

Introduction

1.0 Environmental analysis

1.1 Macro - environment factors

1.1.1 Demography

It is anticipated that there will be a dramatic increase in population with a shift to Asian and Pacific Rim growth. This means a number of opportunities exist for wine industry with the increasing affluence of Asian consumers and the maturation of income and time rich 1950s Baby Boomers generation. In addition, this trend is enforced by a global economy with increasing free trade, international business collaboration, strategic alliances and a global currency. Geographically Australia is well placed to capitalise on the Asian boom and wine meets the Asian demand for Western style products.

As for the domestic market, despite the fact that there...