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Business Administration Programmes
Individual Assignment
Module: MKTG903 Global Marketing- Future Dynamics
Steam:
Tutor:
Student Name:
Student ID:
Date: 21/10/20
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Contents
Executive Summary ………………………………………………………………………………………………….. 3
1. Product Policy Decisions …………………………………………………………………………………….. 5
1.1. Product Extension ……………………………………………………………………………………….. 5
1.2. Product Adaptation ……………………………………………………………………………………… 5
2. Channel Decisions ………………………………………………………………………………………………. 5
2.1. Specialised trader importers ………………………………………………………………………… 5
2.2. Retailers………………………………………………………………………………………………………. 6
3. Pricing Issues and Decisions ……………………………………………………………………………….. 6
3.1. Currency fluctuation and inflationary environment ……………………………………… 6
3.2. Government controls……………………………………………………………………………………. 7
3.3. Competitive behaviour …………………………………………………………………………………. 7
4. Promotional Strategy …………………………………………………………………………………………. 8
4.1. Evaluation of the promotional strategies and issues ………………………………………. 8
4.2. suggestions…………………………………………………………………………………………………… 8
References:……………………………………………………………………………………………………………….. 9
Executive Summary
As markets globalize further, the trend inspires more and more companies to expand their
businesses across borders. The report introduces Invivo & Co’s product characteristics as well
as its ambitions to develop the wine market in China. The report also presents some practical
suggestions to Invivo & Co to help it compete with other wine brands by analysing some
global marketing mix strategies.
Invivo & Co, founded by Tim Lightbourne and Rob Cameron in 2008, is a young New
Zealand-based wine manufacturer. Although only a dozen years old, the Kiwi Business has
won many trophies and more than 200 medals. For example, Marlborough Sauvignon Blanc
2017 won DOLD at the Sakura Japan Women’s Wine Awards 2018, which is the biggest wine
competition in Japan (Invivo Marlborough Sauvignon Blanc 2017 wins GOLD in Japan,
2018). Also, it is worth mentioning that Invivo & Co was the first wine company in New
