Marketing Strategy Study Of California Red In Chengdu Region

This paper is something about the study on marketing strategy of a practical wine project in Chengdu region. In the year 2003, Rewaol Investment (HK) Ltd., entered into China wine market with it's American wine named "California Red" after being the big share holder of a American wine company, and start marketing and selling the wine in different districts in China.In Chengdu region, Rewaol's strategy goal is to take some share in wine market and then get profits based on the market share. After detailed market research, we get the characters of the local market and the key-buy-objectives of our aimed customer. Then we get our aimed segment market and make out the strategy of marketing and selling for "California Red" by methods of wine business analysis, PEST analysis, competition analysis, internal resource analysis, SWOT analysis. For basic competition strategy, we choose multiple-segment strategy, and for each segment market, we choose challenger strategy for it.After the completion of strategy making, the marketing and selling implementation will begin from four aspects: brand, price, distribution channel, and detailed challenger strategy execution. Then we bring forward the assurance of resources and organization framework of Rewaol in order to meet the strategy goal of "California Red" in Chengdu market, at the same time we make the short-time plan for 2005 year.Finally, we get some conclusion for reference in the process of market in the future such as the impact of customer key-buy-objectives on marketing and selling.