Group Project of wineries companies Report

Executive summary

This paper involves analyzing business activities of given companies all operating on wineries industry. This means that the paper will be concerned with how these companies apply marketing strategies to make sure that their businesses achieve their operational goals. This means that the organization makes sure that they provide new products to customers always.

This means that they hire competent brewers to work on these drinks hence making sure that they provide different tastes for customers at all times. Hardy’s wine company positions itself on basis of reliability. From the matrix various aspects of organization’s websites were recorded and it was found that the four organizations have their own strong points and weaknesses. This means that all organizations run their websites in different manners hence giving different results.

Introduction

This paper involves analyzing business activities of given companies all operating on wineries industry. This means that the paper will be concerned with how these companies apply marketing strategies to make sure that their businesses achieve their operational goals. Marketing is very important for any organization because it is the only way customers learn about new products.

This means that creating awareness is very important because customers need to be reminded about products hence cautioning them from competitors. In fact, organizations should come up with effective marketing strategies aimed at maximizing on their market share. This means that organization should have customers in mind all the time when considering making decisions regarding marketing of their products (Tuckwell, 2010).

In fact, organizations should emphasize on quality of products and other benefits that may entice customers into buying their products. When considering marketing through internet, organizations should make sure that they segment their market effectively. This means that organizations should know how to reach their target market in order to maximize on their profits. Organizations can end up wasting a lot of resources when advertising to the wrong group of people.

This means that they should understand the product used by internet users in order to come up with appropriate marketing strategy targeting them. This is very important because resources should be directed to the right market. Otherwise a lot of resources may end up going to waste if marketers direct advertisements to the wrong groups of consumers.

Report content

Overview of the different organisations

The paper is going to look at various organizations which include Dulcinea which deals with baking of breads and delivering them to homes. This organization has an operational website that they use to promote their products. The organization uses the website to market its products to customers through carrying out its strategies.

Marketing communications are conducted through the website hence helping the company reach all tis target customers. The other organization is Berrysbridge which deals with wineries (Applegate, 2001). The organization runs a website that it uses to advertise all its brands for customers to learn about them. in addition, they advertise all services that they give to customers through the internet making their products known to customers.

Captainscreek is another organization that was analyzed in this paper. Its website is used to communicate important information to customers hence keeping them up to date with changes in the market. This organization deals with fast dishes and wines and these are served to customers from various parts of the world. This is because, these clients come from various parts of the world. In fact, most of their clients come are tourists who stop by their stores purchase fast foods for from their outlets.

Finally, another organization under study is known as Hardys. This organization offers services to customers which include serving award winning wines. They run a website through which they market their quality products to customers. They introduce new products through the website hence making it possible for new customers to learn about their new products from the website.

This organization makes use of their website to maximize their profits as they win customers loyalty through use of website. They know how to reach their target customers through conducting market analysis which aims at understanding consumer behaviors of those customers.

Products/Services sold

These organizations sell various products which are in foods and beverages industry. in fact, they are concerned with selling of snacks and wines. The four organizations compete on the quality of foods and wines they serve to their customers. This means that they either come up with unique breads in order to shine over other players in the market.

This is very important as customers chose their favorite outlets depending on what they get from them. The four organization being studied have to struggle to maintain their quality and standards in order to retain their loyal customers.

Target market

These organizations have the same target market since they offer almost the same services. Their target market includes young people who are just employed and they have a lot of time meeting friends. These people have to assemble in these joints to enjoy their favorite wines and breads (Kyle, 2008).

These people are the same ones targeted by the organization marketers through their websites. Young people spend a lot of time on internet hence making it the most appropriate platform for marketing products from these organizations. In addition, these organizations target people who have high incomes hence developing various products to suit their class. For instance, they have very important persons’ products which are served exclusively to those people hence making them feel honored by the organization.

Positioning of different organizations

Dulcinea positions its services on quality since they offer home delivery services to their customers. This includes offering quality services to their customers hence remaining at a good position to compete with other players in the same industry. Berrysbridge positions itself on service provision.

This is because their marketers insist that the organization employs competent people who provide good services to their customers. In fact, this means that their service providers maintain high level of hospitality hence making customers to come back to the organization. Captainscreek positioned itself on offering of unique wines to their customers. This means that the organization makes sure that they provide new products to customers always.

This means that they hire competent brewers to work on these drinks hence making sure that they provide different tastes for customers at all times. Hardy’s wine company positions itself on basis of reliability. This is where they insist that they are always there to serve customers. Their employees are trained well to ensure that they respond to customers’ needs at all time. This is important since they value their customers regardless of the time they turn up for services.

Attributes

The four organizations take advantage of the internet to market their products. This means that they use internet to communicate to their customers hence remaining less a cheap way of advertising. For instance, if they decide to run sales promotions for their products, marketers communicate to their customers through internet hence making it easy for customers to see.

As a result, majority of their clients turn up for promotions hence bringing a lot of capital to the organization (Bussing-Burks, 2009). The four organizations make sure that they maintain their positioning factors in order to compete in the market.

This is very important because customers will always walk into organizations with the aim of attaining the promised benefits. In case they fail to attain what has been promised, chances are high that they will never come back to the outlet. They feel deceived hence opting to get services from other providers in the market.

Main competitors

Competitors of these four organizations include all players in the foods industry. In fact, some of their competitors may be very powerful since they may be financially stable. This stability may lead to establishment of an organization that combines both wines and dishes. In fact, people may prefer going to outlets where they can get snacks alongside their favorite drinks.

Some of their competitors include Sheraton Pattaya Resort and they are financially healthy hence running a series of businesses in the market. In fact, they provide services in both dishes and drinks making them beat other players in the market.

MATRIX data analysis

From the matrix various aspects of organization’s websites were recorded and it was found that the four organizations have their own strong points and weaknesses. This means that all organizations run their websites in different manners hence giving differing results. The four websites were found to have various qualities depending on areas that their host organization emphasized. This means that they reflected how those organizations planned their business and what they intended to achieve in future.

Compare the 4 different websites (data from the matrix)

All the four websites can compare on basis of their application. This means that they all had similar purpose of informing since they are used by marketers to communicate to their customers in the market. In fact, they are all used to pass information regarding quality service and promotions to be held by organizations.

In fact, organizations take advantage of internet to reach to their customers regarding their products hence attracting more customers (Kuratko and Hodgetts, 2008). In addition, all websites are designed in a way to be very appealing to customers hence use of various colors. These colors are in a way such that they remain attracting to people on the internet hence making them feel like visiting them to learn about products being advertised.

Data Collection and Analysis

In fact, data collected showed that all websites were designed to specifications of given organization. For instance, each websites put more emphasis on some elements as opposed to others. This means that each website had its special elements which differentiated it from the rest. In addition, all websites achieved their objectives in various ways according to expectations of marketers. Finally, organizations made sure that their websites addressed issues concerning their customers and only elements relevant to customers were prioritized.

Relevant theories in data analysis

Information obtained in these websites proved several theories which involve marketing communications. For instance, customers are given priorities which mean that organizations value their customers in a great way. This means that people in various organizations worked tirelessly to ensure that their websites delivered messages to customers hence helping them to reaming profitable at all times.

These websites were developed putting into consideration all aspects of consumer behavior into concern. This can be evident where responsiveness was at maximum hence helping consumers to learn about organizations and their products from such websites.

Marketing theories which argue about the marketing mix were applied in developing those websites. This is evident where various websites address issues aimed at ensuring that marketing mix is to its perfection. Marketing mix is the key to any business success hence these organizations really understood its essence.

Recommendations

It is recommendable that all these organizations should make sure that their websites retain a good average mark in order to reach all customers well. As a result, these organizations will get to positions where they can reap good results from marketing through internet. In fact, their websites should be inclusive whereby they should address issues that concern customers and organizations’ products.

For instance, these organizations should ensure that they develop strategies through which customers can consult about their products. They should come up with a customer care section that should be tasked with answering all questions coming from online customers.

In addition, organizations should consider using colors that are friendly and attractive to both genders in order to capture customers across all genders. This is very important because it helps organizations to acquire large market share that is responsible for organizations’ increased profitability.

What are your communications objectives?

Marketing communication objectives for this organization include reaching more customers. This means that the organization should increase its customer base hence being able to realize huge returns in terms of profits. This means that marketers have to do everything within their reach to make sure that their customers remain loyal to the company. This can be achieved through constantly reminding them of their products and this helps in cautioning customers against competitors (Ouwersloot and Duncan, 2007).

In fact, many organizations lose out to their competitors due to the fact that they fail to communicate to their customers. Customers tend to shift their loyalty to providers who are always on the ground advertising their products. Another objective of marketing communication is to let customers learn about new products. This is very important as customers need to be made aware of various products in order to consider buying them.

Provide suggestions or specific recommendations on how to improve the marketing communications practices.

Marketing communication practices should be done in a way such that it achieves its set objectives. For instance, marketers should make sure that their organizations aim at meeting customers’ expectation. Marketing communication should be done in a timely manner to make sure the set goals are achieved.

For instance, if marketing communication was to counter threats from market players, it should come just in time in order to save the situation. This means that organization should be able to know exactly what they want when developing marketing communication plans and strategies.

Conclusion

Marketing communication is very important because it enhances communication between marketers and consumers. Organizations should come up with marketing communication strategies aimed at ensuring that their products remain at the top of other players in the market. This is important because it gives an assurance to organization managers regarding their market security.

Marketing communication should be done in a way such that it allows customer feedback hence enhancing their productivity. Marketers should embrace technology by making use of the internet in marketing of their products. Organizations should focus on how to maximize on their profitability by communicating effectively to their customers (Shimp, 2008).

References

Applegate, J. (2001). 201 Great Ideas for Your Small Business. New York: John Wiley & Sons.

Bussing-Burks, M. (2009).Starbucks. New York: ABC-CLIO.

Kuratko, D. F., & Hodgetts, R. M. (2008). Entrepreneurship: Theory, Process, and Practice. New York: Cengage Learning.

Kyle, T. (2008). Small Business Ideas: 400 Latest & Greatest Small Business Ideas. London: Terry Kyle.

Ouwersloot, H. & Duncan, T. (2007). Integrated Marketing Communications. London: McGraw-Hill.

Shimp, T. A. (2008). Advertising, promotion, and other aspects of integrated marketing communications. Michigan: Cengage Learning.

Tuckwell, K. J. (2010). Integrated Marketing Communications: Strategic Planning Perspectives. New York: Renouf Publishing Company Limited.

Appendix

Weighted Matrix
Rate the firms/website elements as follows 0 = completely absent
1 = very poor
2 = poor
3 = average
4 = good
5 = very good
Dulcinea Berrysbridge Captainscreek Hardys Weights
Design & Format 25%
position on screen 1 3 2 4 4
format (“too busy”) 2 3 5 2 1
colours 3 2 4 1 3
fonts 4 1 5 3 2
photos 5 5 4 5 2
virtual tour 6 5 2 4 3
sound 7 2 5 3 1
movement 8 2 1 3 6
subtotal
count 8 0 0 0 0 weighted score
max score 40 10
Navigation / Functionality 25%
easy to use 1 5 4 5 2
clicks through to correct page 2 5 2 4 3
scrolling 3 2 5 3 1
quick search 4 2 1 3 6
appropriate number of levels 5 2 4 1 3
appropriate tools (buying etc) 6 1 5 3 2
time to download info 7 5 4 5 2
track purchases 8 3 2 4 4
site map 9 3 5 2 1
links to other sites and return 10 2 4 1 3
clear navigation guides 11 1 5 3 2
return to home icon 12 5 2 4 3
subtotal
count 12 0 0 0 0 weighted score
max score 60 15
Interactivity 20%
sign-up as member 1 2 1 3 6
feedback icon 2 2 4 1 3
how difficult to complete forms 3 1 5 3 2
opt-in & opt-out for emails 4 5 4 5 2
e-community forum 5 3 2 4 4
subtotal
count 5 0 0 0 0 weighted score
max score 25 5
Product/Service Information 10%
range 1 2 1 3 6
features 2 2 4 1 3
availability 3 1 5 3 2
prices 4 2 1 3 6
FAQ 5 2 4 1 3
currency of information 6 1 5 3 2
pdf format for printing 7 5 4 5 2
error free 8 3 2 4 4
no “this page under development” notices 9 5 4 5 2
subtotal 2 4 1 3
count 9 0.2 0.4 0.1 0.3 weighted score
max score 45 4.5
Security/Privacy 10%
details of personal data collected 1 1 3 2 4
how data used 2 2 3 5 2
your access to data 3 2 4 1 3
links to other sites 4 1 5 3 2
security/credit card security 5 5 4 5 2
FAQ 6 5 2 4 3
subtotal 5 4 5 2
count 6 3 2 4 4 weighted score
max score 30 3
Firm Information 10%
history 1 1 5 3 2
is the brand clear 2 5 4 5 2
financial performance 3 3 2 4 4
press releases 4 3 5 2 1
senior mgt details 5 2 4 1 3
contact details 6 1 5 3 2
store/office locations 7 2 4 1 3
info up to date 8 1 5 3 2
hours of business 9 5 4 5 2
FAQ 10 5 2 4 3
frequency of updating website 11 5 4 5 2
subtotal 3 2 4 4
count 11 0.3 0.2 0.4 0.4 weighted score
max score 55 5.5
firm scores 10 10 10 9
max possible 255 3.5 2.6 4.5 4.7 weighted score
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