Canadian Red Wine

Paper Summary:

This paper is a preliminary plan for the Tropika company to develop a unit that will import Canadian red wine into the Los Angeles market and establish that product as a viable item for the low to medium priced wine consumer. An analysis is made of the company, the product, the Canadian economy, and the market in Los Angles for imported wine and specifically for Canadian wine, to the degree that a market for wine from Canada can be assessed.

Outline:
Executive Summary
Introduction
Tropika
Canadian Red Wine
The American Market
The California Market
Los Angeles Market
Management and Human Resources
Target Market
Market Entry and Marketing Strategy
Financials
Conclusion

From the Paper:

"Wine has a particular image in America as well, a generally positive image when compared with other alcoholic beverages. Acceptance of wine drinking seems to rise with educational level, and this may be related to an increased awareness of health trends and study data. There is a belief that wine can be healthful (Matthews 25), though medical research sometimes supports this proposition and at other times denies it. Even if the issue is not settled, though, the belief that wine has healthful properties is strong and governs the buying decisions for many people. Of course, there is also some belief that red wine is not as healthful as white wine, which would mitigate against the products being considered. Still, the trend is positive. Wine also has an image as a status symbol, which helps explain why its use increases with education and income level. Wine is generally used to facilitate some social interaction in the home, and there is a positive association with sociability (Matthews 26)."

Sample of Sources Used:

• "Alcoholic Drinks in Canada." The-infoship.com (2004). http://www.the infoshop.com/study/eo18029_alcoholic_drink_canada.html.
• "Australian Wine Sales in Canada Surge." Australasian Business Intelligence (31 July 2002). May 11, 2008. http://www.highbeam.com/doc/1G1-89901671.html.
• Bennett, Peter D., Dictionary of Marketing Terms . Chicago:
• American Marketing Association, 1988.
• Bullard, Robyn. "The Power of the Paradox." Wine Spectator (15 March 1994), 48.

More papers on Canadian Red Wine:

• Essay # 73997 : "Australian Red Wine Sales"
• Marketing Plan # 92797 : "Marketing Plan: Rob's Red Wines of Virginia"
• Analytical Essay # 118686 : "The Health Benefits of Wine"

APA Citation:

MLA Citation: