Case Study Of Marketing Strategy For San Sebastian Winery

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Recommended: Development of marketing strategies and plan

Bliss will create a variety of long-term goal for San Sebastian winery. One goal is to increase the total market demand of wine from San Sebastian Winery by implementing a market penetration strategy. This strategy will focus on increasing sales by expanding to distribution locations where the target market buys their products. This will result in Bliss being distributed in grocery stores and fresh markets. Over the course of the next two years, San Sebastian will focus on building relationships with retail outlets to shift current percentages of sales to reflect more sales for wholesalers. San Sebastian will be able to utilize the market development to increase their market share over 83%.
Another goal with be to increase social responsibility. …show more content…

The major pricing objectives are survival, maximum current profit, and maximum market share, maximum market-skimming and product-quality leadership. (P. 467). San Sebastian’s pricing objective is to maximize current profit. In doing so, the price of its wine is developed based on multiple factors such as demand, competition and cost to produce the product, among other things. After the relevant factors are assessed, the price selected is $19. This price will yield the most profit. For wines that are as unique as Bliss, San Sebastian will be able to price Bliss in accordance their other wines …show more content…

The objective of setting the right price for each of the different wines is that the company would be able to make a profit as well as to be competitive in its industry. Therefore the pricing strategy will be appropriate and carefully monitored so that it can be adjusted in real time as circumstances and facts change either within the business itself or the industry. To determine the right price, San Sebastian will determine the total cost incurred in producing each wine; some of these cost includes rent, raw material, salary, and utilities, among other things. To do this, the company will have a dedicated team, focused on ensuring that cost is tracked within a timely manner, and that the products are appropriately priced. This team will be monitored by the finance department as an additional control to check for completeness and accuracy of the pricing model. The selling price will therefore be calculated using a markup between 5% and 15%, depending on the specific demand for each of the different wine

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