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USN 3150 Ethnic Marketing and Multicultural Business, Fall 2015 Group Case Assignment
Ceja Vineyards: Marketing to the Hispanic Wine Consumer?

This group assignment is based on the Ceja Vineyards case, information on the company’s website and any related posted articles. Your analysis should run no more than 7 pages in total, 1 ½ - double spaced in Word excluding appendix exhibits.
Assume that your team has been hired by Amelia Ceja, president of Ceja Vineyards to help them develop an updated marketing plan for their business. Key to the development of the marketing plan is the selection of the optimal target market. Your evaluation of current issues and opportunities, and plan recommendation will consist of your responses to the following key questions listed below.
1. To help the company set their strategic direction, complete an evaluation of where the company is now and where they should be going.
a. Where They Are Now (note that discussion of competitive set will be tabled in this instance)
i. Customers - summarize their key customers, and what genuine values and benefits Ceja provides them ii. Competencies – what are Ceja’s special capabilities? iii. Competitive Advantage – what is/are Ceja’s unique strength(s) relative to the competition?
b. Where They Should Go
i. Using a market-product analysis, what approach would best serve Ceja at this juncture of their business? Why do you think this?
2. Ceja Vineyards is currently pursuing a strategy of narrow market with differentiated product. How likely is it that they can maintain this type of strategy in the future, and why?
a. Discuss in terms of customers, resources, competition and external market changes (e.g. state of distribution channels)
3. Conduct a marketing segmentation of the possible consumer dimensions (demographic, psychographic, and geographic) for whom Ceja Vineyards’ products

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