Services Marketing – Wine Tourism.
Jean-Claude Dubois gazed out his window. He was pondering about the next strategic decision facing his small family run business. Just over a decade ago Jean-Claud and his wife Claire started their small enterprise importing wine into Ireland. Over the years they had managed to establish a successful business largely through developing strong relationships with select wine retailers around Ireland. Jean-Claude, whose family has been in the wine making business for over 200 years, grew up amongst the vin-yards of Bordeaux. Having studied wine at University as well as having worked in the family business as well as several exclusive bars in Paris, he is no stranger to wine. Jean-Claude’s wife Claire hails from Wicklow and had been working in hospitality before they met and decided to start a business around their mutual passion for wine and travel. However, while both Jean-Claude and his wife have extensive experience in wine and hospitality, neither of them have much expertise in marketing. Nevertheless, they are both very ambitious to expand their business only they are not sure how to achieve this. Keen to pick up some ideas how they might go about it they recently attended a food and beverage trade show in London. While there, Claire noticed how many of the food retailers were creating experiences around food. She wondered if perhaps they could do something similar with wine… As an MBA with expertise in services marketing, you have been called upon to assist Jean-Claude and Claire in developing a marketing strategy that will help them grow their wine business. Assignment Guidelines: To complete this assignment You may first need to do some preliminary research before developing the marketing strategy. You will also need to discussing how the brand will evolve as well as provide a plan of action. You may also wish to outline any assumptions that you have made that may be relevant. Marks will be awarded as follows: Research 20% Strategy development including STP 20% 4 P’s Value Proposition Branding decisions 20% Marketing actions 40% Included in this, 30% of the overall mark will be awarded for creativity both in design and implementation of the marketing strategy. Word Limit 2,500 (10% leeway)