Tanunda Winery has established its repute and standing in the domestic arena. Based on the immense growth potential held by the international wine market, it is believed that adding an aggressive and full-fledged export angle to its business is a feasible and attractive option for Tanunda. This recommendation is based on two specific factors.
Firstly, the Australian wine market, which accounts for a majority of Tanunda’s sales, has been relatively stable , with only the table wine market exhibiting moderate growth. The domestic market is also crowded with close to 1000 ...view middle of the document...
Japan is a country with the culture of wine-drinking rapidly growing, which makes it an attractive option for exporting.
Another major factor that makes the Japanese an excellent potential target for Tanunda’s wine is mutual prioritization of quality. Tanunda’s main focus is the bottled table wine segment, which is meant for the sophisticated, cultured and regular wine drinker who appreciates and patronizes premium quality labels only.
Likewise, Japan has a culture that encourages and demands quality in every aspect of a product. Besides, the two main categories of wine consumers in the Japanese market are middle-aged or old men who are akin to Tanunda’s target customer and young women, who do not wish to drink at clubs and bars and are hence enrolled in wine appreciation courses (a great percentage of which are Australian). This means that almost the entire wine-consuming population in Japan places a preference on quality. This, in turn, implies that they can be won over by Tanunda’s supreme quality products if the plus points are marketed well enough. To put it succinctly, Tanunda’s wine and the Japanese wine consumer are extremely compatible.
The main wine selling stops in Japan are specialty stores, department stores, and restaurants and clubs. This is another factor that could work well for Tanunda, as the premium-quality bottled table wine that it specializes in would find a great holding and presence in these retail points.
Action & Implementation
While Japan makes for a very profitable market to capture, extensive effort must be expended to be able to accomplish the same. The action and implementation strategy for exporting to Japan can be explained under the following heads :
The current Japanese wine consumer – either the regular, knowledgeable middle-aged man or the young woman enrolled in an appreciation course - is essentially a connoisseur. This implies that the products to be sold in Japan must necessarily be of very high quality, as Tanunda’s benchmark bottled table wine is.
Tanunda must conduct focus group interviews and survey research with the Japanese middle-aged wine consumer to discover the factors they consider important in a good-quality wine. A corresponding product must either be introduced or if it already exists, it must be marketed on using these factors as selling points.
While having a limited range will do for that segment of the market, those enrolled in wine appreciation courses need to be offered a wide range of products that they not only like on one-time consumption, but those that they would like to get accustomed to drinking. Similar qualitative research must be conducted on those enrolled in wine appreciation courses to find out which are the factors they’re liking the most – and then, building on them.
Tanunda has experience and expertise in using shelf space at...