You have been asked to analyze and address an opportunity faced by the organizat
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You have been asked to analyze and address an opportunity faced by the organization Sage Hayward Vineyard in its internal and/or external environment in the wine industry.
1. Environmental (macro and micro) Analysis [800 words]
Industry definition: In which industry does your company participate? What type of business does it operate?
Market Analysis: Aggregate market factors: consider some of the basic characteristics of the industry. What is essential to understand about this industry from your company’s perspective? a) Industry size b) Growth rate c) Stage in product life cycle d) Sales cyclicality e) Seasonality f) Distribution channels g) Profits
Industry structure and competitiveness: Porter’s Five Forces analysis. a) Threat of new entrants b) Bargaining power of buyers & suppliers c) Pressure from substitutes d) Industry rivalry: How competitive is this industry? What is the competitive structure like – are there many small competitors, or is the industry dominated by several large players?
Environmental factors: How does the current economic climate affect your company and product? What is the economic outlook, and how will that affect your company’s product? f) Natural g) Technological — Are there any technologies or advancements that have or will significantly impact your company? h) Political / Regulatory, e.g. impending legislation or trends? i) Cultural / Social, e.g. What social trends affect consumers of your company’s product? What is happening with the demographics of the consumers who buy your company’s product?
2. Competitive Analysis. Use your customer analysis to understand the importance of comparing competitors. [800 words]
Competitive Overview: Summarize industry structure, key competitors, competitors’strategies, marketing mix trends and comparisons, key product features amongstcompetitors, and segments targeted by each competitor
Competition matrix: Build a table showing the features and attributes that are most important in your industry, as identified by your customer research (primary and secondary). Write these attributes on one axis of the table. Write your company’s key competitors on the other axis of the table. Fill in each table cell with either actual data or a relative ranking (e.g. high, medium or low).
Benchmark based on the matrix: In which areas is your company’s product different? Where is it, strong, weak, or just meeting the competition? Where does your company rank against the competition?
3. Planning assumptions. Detail your assumptions in developing the plan (e.g. market potential, product sales forecasts …) [600 words]
4. Appendices. They should be labelled and accurately referenced in the body of your report, and they should include such support materials as Porter’s Five Forces summary; copies of primary research instruments; charts/graphs summarizing research findings; competitive matrix; timeline for implementation; and any other diagrams, images.
Links that may help:
https://www.hubspot.com/marketing-statistics
https://www.hootsuite.com/resources/digital-trends
https://www.mckinsey.com/capabilities/risk-and-resilience/our-insights/when-nothing-is-normal-managing-in-extreme-uncertainty
https://hbr.org/2017/11/many-strategies-fail-because-theyre-not-actually-strategies
