In the year 2006, youthful entrepreneur Josh Hackler initiated Spanish Vines (SV) to introduce Spanish wine in United States. In the year 2009 SV evidenced its first sales, and it's been growing ever since. The business's house market strategy was successful and growing. Hackler saw this as an opportunity to be an early mover into Colombia. Among the essential strategies implemented and SV would need to develop was an effective launching plan.
Specifically, how should the company generate knowledge of, interest in, readiness to attempt along with brand loyalty for SV commodities? And what brand, or group of brands, must SV launch in Colombian marketplace? Meanwhile there are additionally important supply and pricing issues that SV would need to undertake, this case centers around the product, advertising communication and branding issues essential to start "pulling" customers toward the brand(s).
The case presents background information on global and Spanish wine businesses, the organization, as well as the Colombian economy and wine marketplace. The case concludes with all these questions for students to ponder: Is the Colombian chance the right one to start enlarging the international footprint of SV? If so, should Hackler launch with both, associate brands or house brands? Learning objectives: (1) Foreign market attractiveness, particularly the quest of opportunistic growth strategies; (2) Challenges small, entrepreneurial businesses face when constructing brands, creating consumer awareness and interest and getting distribution coverage; (3) Strengths and limits of export-import business models for new market entry; (4) Market comparisons, particularly as they pertain to customer segments, target markets and product placement strategies; (5) Message and media communications challenges in establishing a new brand in a fresh marketplace on a restricted budget.
SPANISH VINES COLOMBIAN MARKET ENTRY case study solution
PUBLICATION DATE: May 07, 2013 PRODUCT #: IMD627-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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