Reference no: EM133035883

Target markets - Assessment of present and new target market segments.

Company - Little Gem Winery

WIL Project

Assess the marketing mix in relation to the scope of the project listed below. Detail must be provided on the existing product, price, place and promotion strategies.

Project Scope

The marketing mix of this organization needs direction. This is a new business venture. The company is seeking growth and direction in the distribution and promotion of the winery. The organization has a website and some brand guidelines. How can this company continue to grow the brand? What distribution channels should Little Gem explore to increase sales and revenue for the company?

- Increase our brand awareness.
- Increase and evaluate distribution alternatives - restaurant and liquor outlets in Alberta.
- Promotional opportunities other than the website. Digital marketing opportunities.
- Business to Business marketing (B-B) and business to Consumer (B-C).
- Tourism opportunity - wine tasting facility at winery.

Requirements:
- Title Page.
- Double-spaced, paragraph format.
- Approximately 10-15 pages (including title page).
- Use APA style and formatting for all aspects of this project.

Marketing Program

The project scope will identify the requirements or elements of the marketing mix that require analysis and direction. Consider all aspects of the marketing mix as you analyze changes for the client.

When analyzing these strategies: Include these elements:

Product/Service Does the product/service need to be altered?

Price If any changes or alterations recommended is there a change in pricing strategy? Will additional funds be required to implement the recommendations?

Promotion Does the promotional campaign need to be altered or is a new strategy desired?

Place Is the distribution of the product/service changed or require new processes? You must consider all fixed costs, variable costs and future projections. A profitability analysis of optimistic. realistic, pessimistic numbers may be required even if they are estimates.

Recommendations
Make recommendations to the client to improve the business. You should focus on the project scope in this situation. Have the recommendations helped the client move the business forward? Has this section answered the problem/oppommity outlined for the project?

The projects that exemplify what the client wanted to know and have been presented in an effective manner will be forwarded to the client. The student can claim WIT experience and post this on a resume.