Strategic marketing for Constellation Wine
Summary :
Table of Contents
- Introduction
- Constellation's environment
- The organization
- The competition on the French market
- The macro-environmental influence on environment
- SWOT analysis
- Opportunity selection criteria
- The target market
- Ideas of corporate strategy
- First idea of corporate strategy
- Second idea
- Conclusion
Abstract
constellation Corporation has a very specific business. They import wine in barrel, and then they bottle it by using their big brand portfolio. They also produce wine but it's a minor part of their business. The major part is to market and sell a broad portfolio of wines throughout the world. The organization is very simple. The company has its headquarters based in New-York. He decides the marketing plan, using specific retailers to sell their wine all over the world. Even their structure allowed them to adapt their strategy to local market. constellation had developed a unique franchising system which quickly put them to the top of their market. In fact, since the beginning, they had purchased other companies which where in the same activity sector in order to grow rapidly with a minimal investment. They have created an empire without a lot of money.
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