Swot marketing strategy

Strengths | Weaknesses |
-Producer of high quality wines-Value for money brand image- More regular harvests because of hotter and less variable climates-International experience (third generationwinemaker)-It is one of the largest winery ”Boutiques” in Chile.-The premium wine has a good brand image in the UK and was awarded by an English magazine- A Wide product range: The company offersdifferent prices for two qualities of wines (Varietal and Reserva)-CEO passionate by the industry of wines-A high degree of self-sufficiency in terms of grape supply (62%)-Ability to produceultra-premium-quality wine thanks to the unusual “terroir” of Ninquén hill | -Low degree of adaptability: too conservative in terms of brand image-Enable to conquest the US market (two unsuccessfulpartnerships) |
SWOT ANALYSIS


Opportunities | Threats |
-The consumers tends to consume more and more fine wine (above 5£)- High growth rate of the international wine trade in the New worldcountries-The increase of the purchase in supermarkets gives an advantage to the high productive wineries because the distributors prefer these lasts. - Liberal economic policies in Chile-Value for moneyreputation-Overproduction of grape may generate a decrease in production costs and in overall pricesOpportunities specific to the US: -With an aggressive pricing strategy, MontGras wines could meetsuccess because of the recession that drives customers to buy less expensive wines Opportunities specific to the UK: -The UK market is considered as a great market because of the high fixed tax (1£ abottle regardless of retail price)-The dominance of supermarket chains that prefer to deal with high productive wineries Possibility | - Chilean wines are positioned mainly in the lower end of thefine-wines price range (perceived as a low price alternative)Threats specific to the US:-It is not allowed to sell directly to the customer -High competition from Californian wines in the segment of fine...