Misha’s Vineyard Executive Summary

Executive summary

The ability for Misha’s vineyard to enter into the Chinese market is highly important to the success of the company as it was initially established to in future become an exporter to the Asian markets with great success. China is increasingly becoming important to New Zealand’s wine exports, as it is a rapidly growing country that is becoming more westernised in desires as well as becoming more health conscious. We will look at different distribution channels as well as ways of entering the market that would be most beneficial socially and financially to Misha’s vineyard.

This report outlines the background of the company, as well as the situation of the target market currently and it also highlights the strengths and weaknesses of Misha’s vineyard on entering the Chinese market. Following further onto a brief analysis of the competition in the market from an international perspective and finishing with a brief outline of a marketing plan that is proposed to position the company competitively as well as modestly in the market.

Introduction to the company

Misha’s vineyard has many great advantages in the Asian market as they made the decision in the beginning it would be a key potential exporting market when they decided to first plant crops. The company has done extensive research into the way of the Asian lifestyle, the choice of colours and lucky numbers have been engrained within the vineyards from the very beginning. This has helped to build on the advantages they had already of entering into the Asian market, as the directors Misha and Andy have lived in Asia for a number of years they have also built upon personal experiences.

A SWOT analysis of the company follows.