Strategic marketing for Constellation Wine

Résumé du document

Constellation Corporation has a very specific business. They import wine in barrel, and then they bottle it by using their big brand portfolio. They also produce wine but it's a minor part of their business. The major part is to market and sell a broad portfolio of wines throughout the world. The organization is very simple. The company has its headquarters based in New-York. He decides the marketing plan, using specific retailers to sell their wine all over the world. Even their structure allowed them to adapt their strategy to local market. Constellation had developed a unique franchising system which quickly put them to the top of their market. In fact, since the beginning, they had purchased other companies which where in the same activity sector in order to grow rapidly with a minimal investment. They have created an empire without a lot of money.

Extraits

[...] So choose a new strategy is important for constellation to reach their coming in the french market. Possibility of success And the last one, but not the least, is the possibility of success. It may appear logical that we have to select a strategy that have got the most success chances because the final aim of Constellation is to integrate the french market and to create some profits. Also if they want to secure their investment, they have to choose the most efficient strategy, so the possibility that has the most possibility of success. [...]

[...] These two competitors (cooperatives and castles) are known in the french market, Constellation need to make real innovation to integrate this world segment. Marketing channel Principal retailers: Supermarket and specialised retailers In France as in the rest of wine countries, it's normal to see diferent retailers. France is a country where distribution service is in development. Some years ago, consumers were obliged to buy wine in small specialised shop or directly at producer's cellar. Nowadays, we can make like in the past, but evolution of meanings is clearly sure. [...]

[...] We are thinkig that it's the best one and that by using this strategy Constellation increase her chance to reach to integrate successfully the french wine market. The first strategy is for us the best one because of is rentability and her possible future success. A market study may help Constellation corporation to know if the french market is really opened to foreign wine, but for us if constellation wants to come on the french market she had to use our first corporate strategy. [...]

[...] We can see a major competitor to Constellation company, cooperatives, but too a minor competitor. This minor competitor developp an other strategy than cooperatives, to win market parts First, the most important minor competitor is castles. In fact, renowned castles want to increase their fame and their quality. In France, many wine regions use their famous places to be known. For example, Bordeaux region is divided into diferent castles like Lafite, Pestrus and others. Many consumers enjoy good wine, especially people who drink wines for many years. [...]

[...] He decides of tha marketing plan. And they used specific retailers to sell their wine all over the world. Even their structure allowed them to adapt their strategy to local market. Their strategies Constellation had developped a unique franchising system who put them quickly to the top of their market. In fact, since the beginning, they had purchased other companies who where in the same activity sector in order to grow rapidly with a minimal investment. They have created an empire without a lot of money. [...]