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Tanunda winery Table of Contents Table of Contents 2 Executive Summary 3 Introduction 4 Problem Statement 4 Key Issues 4 Data Analysis 6 Alternatives Considered 7 Recommendations and Rationale 8 Action and Implementation Plan 9 Work Cited 11 Executive Summary This report basically explains the problems and issues arising with the exports of Tanunda Winery…
The alternatives available, recommendations, and action and implementation plan for Tanunda Winery. Introduction The Tanunda Winery, one of the leading mid-sized wineries in Australia, was located in the Barossa Valley of South Australia. A young Australian-trained winemaker, Colin MacIntosh had started it in 1976. The Tanunda Winery started producing a range of red and white wines that were speedily gaining acceptance in the marketplace by 1985. The company had established a solid reputation in Australia as a consistent manufacturer of high-quality premium table wines. The company was known for its marketing skills. The company had been successful in generating revenues domestically but did not succeed in the international markets due to lack of an export strategy. There existed an ample opportunity for the company to enter the international markets. Problem Statement The main area of concern was to find way into the International markets so that Tanunda Winery could sell their quality table wines and increase their volumes. It was difficult to find which markets to precisely target. In the given case, the marketing manager of Tanunda Winery had been given an assignment to evaluate the feasibility of launching a major export drive. ...
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