Project Planning Management Assignment

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Wine Tourism Marketing Assignment Help
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Introduction

• Wine is considered as a royal drink by the
  various people. There is a significant growth in
  the wine industry of New Zealand. Australia is a
  country where there are big wine yards and people
  have been involved in the cultures of the wine.
  Marlborough is one of the largest wine regions in
  New Zealand. It is due to the growth and
  development of this sector that there has been
  rapid increase in the tourism and marketing.
  Above all it is the government in Australia that
  is supporting and encouraging the production of
  wine through wine yards in New Zealand. If we
  refer to the figures of the increase in the wine
  yards and production of wines in Marlborough in
  New Zealand then we may say that within the span
  of 5 years from 2005 to 2010 the production has
  been increased to an area of 15000 hectares. The
  area of wine yard and its wine output both have
  increased to almost double the values in these 5
  years. The value of the exports has grown more
  than 17 folds since 1990.

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Structure of Wine Industry
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Success factors for Australias Exports

• Australias wine are properly labeled and bottled
  as branded table wine Earlier the sector was
  not given more importance. At present the wines
  are labeled and put in branded bottles. The table
  wines produced are of the premium quality which
  is liked by all.
• It has strong growth with premium wine at a mid
  price rates Since the production takes place in
  this sector and it has huge culture of wine so
  the price at which it is sold is not very high.
• It has focused on Europe and Nth America Most
  of the travelers who visit Australia are from
  these countries only. They are concentrating on
  these countries and creating rich Wine Culture
  and Tourism with a proper marketing of their wine
  strategy.

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Marketing Development of Wine in Australia
Embryonic stage

• In this stage there is lesser awareness of the
  Australian Wine market. Since the marketing is
  limited and in the embryonic stage so the
  requirements of the agents is limited.

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Niche Presence

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• It has mostly concentrated on retail outlets and
  restaurants in this stage. Media is used to
  spread the awareness of wine in the market.

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Volume Penetration

• This is the stage when many people recognize the
  Australian Wine. There is high production in the
  country which has to be exported in the market.
  It gets sold off in many countries like USA,
  Switzerland, Canada, Hong Kong, Singapore and
  Sweden etc.

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Category Status

• This is the stage when the categories or certain
  market segments are targeted for high sales,
  volume business and even earning of the
  profitability. It becomes the lifestyle trend and
  culture of the people.

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Category Segmentation

• In this proper segmentation of the market is
  being done for the wine. The segment that is
  targeted the most is United Kingdom.
• As far as the Wine Tourism has been considered,
  Australia has taken several initiatives in terms
  of the Marketing promotion, development and
  training of wine as a product, research for the
  wine and industry integration and training. It
  has developed the culture of wine and approached
  the people all over the world.

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