Spanish Vines Harvard Case Solution & Analysis

Spanish Vines Case Solution 

Introduction

Josh Hackler, one of the youngest Entrepreneurs, is the CEO and Founder of Spanish Vines. He started importing Spanish vines in 2006 and had made official sale of Spanish vine in 2009. Spanish vine has a steady business from past many years.

The company operates in 8 states of the U.S and provides customers with variety of wines with unique brands. Some of prestigious brands are Spanish Vines, Aderezo, and Encender and etc.Moreover the company has been planning and increasing its reach to other states and far areas. The company has to make a comprehensive plan considering different market segments, marketing strategies, and also make potential customers aware of the product.

There are two types of brands; one is house brands and other is company-owned brands. There is more emphasis on the house brands. House brands create more value and the company has more control over this brand. One of the company’s wines is named Tempranillo, which is a red wine and it won a silver medal in Madrid International Wine fair held in the year 2006.

Research question

Spanish vine has been successfully operating since its inception. Moreover, the company seeks to expand its operations. One opportunity is to enter the Colombian market and go for the growth of the company. A trade agreement has been made between European Union and Colombia, which has resulted in many benefits including tax benefits and concession in value added tax. This enables the company to make an early entry in the Columbia market and take benefits from the trade covenants.

The company has to make a plan by considering and making marketing strategies along with some aspects of international marketing and strategic management.This could be done by finding answers to issues such as how to enter in the market, how to make recognition in the market, how to make people aware of such new products and what means of advertising media to be used etc.

Different model will be used for the analysis and for concluding whether the decision to expand to Columbia is correct and other matters are in favorable terms etc. For marketing model, we use 4Ps model which includes segmentation, targeting and positioning approach. The international marketing is a bit complex process and has been evaluated through porter’s five forces model and competitive strategy.

Strategic management of the company

Strategic management is an organization’s planning and analysis of ongoing activities and collection of polices that are implemented to achieve their goals and objectives. (strategic management, n.d)

SWOT analysis

Strengths

• Wine consumption is a tradition and thus, this business has greater market
• No inventory maintenance thus lowered cost
• Diversified wines
• Wine club
• Not a large business growth
• Small scaled and labor intensive, based on production of grapes
• Ads restrictions limits scope of marketing
• Marketing through testing events
• Sponsorship's
• Trade agreement between EU and Columbia opens expansion opportunity

Weaknesses

Opportunities

 Threats

• Higher competition
• Availability of more substitute products
• Market share as economy declines

Marketing strategies

The market strategies have different but similar objectives for different companies. One of the objectives is to achieve the business goals and plans by the use of marketing such as goal of increasing sales and etc. Moreover, another objective of marketing is to capture a pre-defined market share or to dominate customer segment...................

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