Abstract
The worldwide wine market is very specific. It has the particularity that no one wine company (even in the modern world history) has more than one percent of the market, in contrast to other beverages such as sodas. The wine sales have been showing solid growth in recent years, up nearly two percent to 25,066 million liters .
Globally, the two countries leading the wine production are France and Italy. But those two countries are also witnessing a steady erosion of their worldwide market share. And these markets are also predicted to continue losing their share of global consumption from 50% in 1975 to just 25% by 20101. On the other hand, the US has a share of 19.4%, followed by France with 11%.
We are facing a quickly changing market where the sales are subject to many forces. It is therefore a continuing challenge for any wine producer to develop its sales and market shares, bringing the right product at the right place at the right time at the right price. In order to get those elements together, the marketing analysis is a critical step when entering a market or increasing sales in an already implemented market.
In this marketing e-portfolio, I am going to work on Taylor's, a Port wine (also and originally called Porto) producer. The product is a Portuguese fortified wine that is very sweet and tasteful, often used with dessert or as a pre diner drink. I wasn't able to find a regular bottle at a decent price easily in the USA, and I personally love this wine.
First, I am going to present the product, and the company in its environment in a first part, then I'll develop a marketing plan to sell its products in the USA. Finally, I'll support that plan with some marketing communication visuals.
