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Tohu Wines: Market Planning and Control

Assignment Objectives/Aims

This is the first of two assignments for this course.

This is an individual assessment that you will complete in your learner managed time, however, your teacher will provide opportunities during class time for clarification, guidance, collaborative working opportunities, and group discussion.

You will write a situational analysis identifying current changes in the external environment and describe how these changes create marketing opportunities and threats for a company. You will list the goals and control functions necessary to reach these goals. The assignment complies with the following learning outcomes:

• LO 1: Develop appropriate marketing objectives for a New Zealand target market
• LO 2: Incorporate cultural awareness to the NZ market in relation to branding and to formulate strategies and tactics to achieve marketing objectives
• LO 3: Apply critical thinking to design, and develop monitoring processes/procedures for a marketing plan

Assignment Settings

• Objective: Write a report covering a situational analysis and then set objectives and monitoring processes for the new product range from the case study.
• Your Role: You are a consultant working for the company which has developed a new product range. You are to make recommendation regarding the setting of objectives and timely goals based on the situational analysis

Assignment Task and Description 

This report is the background that helps students develop the foundation upon which specific marketing decisions will be made. The focus of this assignment is on the market place within which the product competes and setting objectives based on market research. The report must include

• An industry overview
• Target market and distribution method
• Competitor analysis
• SWOT analysis including PESTEL
• Marketing objectives
• Timely goals to measure progress

You must acknowledge the source of all evidence collected and justify all of your choices by reference to the evidence, the company’s situation, and academic literature – as appropriate.

The Case on which this assignment is based is: Tohu Wines

Tohu Wines is a Maori organization that produces wines from its own and contract vineyards, selling its range both in New Zealand and internationally. It‘s well established on the market since 1998, producing quality wines that have been acknowledged as such:

‘Tohu Marlborough Sauvignon Blanc 2010’ wine wins, in 2010, both the ‘Champion Sauvignon Blanc’ and ‘New Zealand Wine Cellars Spence Brothers Trophy’.

With Tohu Wines being a Maori organization, its identity clearly shows in every detail of the organization, from the logo and vision, to the Maori values explicitly presented. Tohu Wines vision is “to share our culture, story and values with the world”, while the logo is the Maori symbol ‘koru’, that refers to nature, growth and life. The organization is committed to being kind to the people and the environment whilst maintaining quality of products and a spiritual connection with the land.

Over the last 5 years Tohu has been doing research into the NZ and International wine market and it was decided to look at introducing a range of organic wines into the market. They went through a rigorous appraisal by BioGro and in early 2019 were able to officially sell “organic” wine.

Their first bottles of organic wine are now available. Tohu are looking to sell both white wine and red wine over the coming few months and establish an ongoing market for this new market. They will continue with their current range of product from their own and contract vineyards. The organic wine only comes from the vineyards which has been certified.

The international market has just stopped because of the Covid-19 virus and so they are looking at the local market and new ways of distribution to cover this shortfall. The distribution options are:

• Supermarkets
• Specialty Retail Stores
• Business to business – restaurants, bars, clubs, hotels
• Online

Tohu has been a financially successful organisation to date but this has changed with a cancellation of all export orders. Therefore it is important that the new product and markets are successful to overcome the risk of being dependent on one or two key markets.

Required:

You are to write a report to the senior management team of the company on the new product range for the NZmarket. The report will include:

1. Introduction
2. An industry overview
3. Competitor analysis
4. SWOT analysis including PESTEL
5. Target market and distribution method
6. Marketing objectives
7. Timely goals to measure progress

The report should contain the following sections: cover page, table of contents, introduction, body of the report discussing the above areas, conclusions, and a list of references. You should use academic references during this report. The word count for the report is approximately 3500 words.

Be consistent with your report formatting such as headings, sub‐headings and numbering. Use Times New Roman (size 12) font with 1.5 line spacing.  You may also include appendices. Appendices contain extra or supplementary material which give extra information too detailed to be put in the main report but that you think will help illustrate some aspect of the report. Use APA 6^th edition for both in‐ text and your reference list.