Exporting Meridiana's wines

Abstract

This project's goal is to boost Meridiana Wine Estate's profitability by exporting a finite quantity of Meridiana's premium wine to the UK. In July 2013, analysis of the available research established that the export objective is feasible: (1) a receptive market for fine wine exists in the UK and (2) Meridiana possesses the requisites to meet this opportunity. In late August 2013, a personal visit to the UK market endorsed this conclusion. Part 3 of this study submits budgets for and outlines an Integrated Marketing Communications Plan designed to develop this opportunity. This IMC Plan, spanning 2014 - 2016, is based on a realistic tripod of three critical marketing elements: Interactive Marketing, Public Relations and Publicity, and Direct Marketing. The next step is for the company to approve this plan and embark on it without delay.