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Vincor Project -Twist Case

In: Business and Management

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TABLE OF CONTENTS
Case Study – Vincor: Project Twist
Executive Summary………………………………………………………………………………………..………….…….2
Problem Statement………………………………………………………………………………………………………….2
Situation Analysis………………………..…………………………………………………………………………………..2
Background…………………………………………………………………………………………………………2
Objectives………………..………………………………………………………………………………………..2
S.W.O.T. Analysis………..…...…………………………………………………………..……………………………….3-4
Market Analysis………….....……………………....…..…..…………………………..……………………………….4
Competition Analysis….......…………………………....…..…………………………………………….4
Positioning Map….......…….………………………....…..…..……..……..................................5
PESTE………...….......…….………………………....…..…..…………..……..................................5-6
Consumer Analysis…...…….………………………....…..…..……………………………………………7
Case Keys.…………………………………...…………………………………….………………………………………….8
Alternatives……………………...…………………………………...…………………………………………………….8-9
Recommendation………………..…………………………………...…………………………………………………9-10
Action Plan…………………………………………………………...………………...………………………………….10
Short term………….………………………………………………………...………………………………..10
Long term……………………………………………………………………..………………………………..10
Contingency Plan……………..……………………………………...………………….................................10
Market Segmentation Chart- Appendix A……………………………………………………………………11-12
Pricing Options Chart- Appendix B……………………………………………………………………………..13

Executive Summary:

Vincor, world-renown for its production and distribution of wine and wine-related products, is considering launching a new alcoholic refreshment beverage to compete alongside some of its own best-selling brands such as Vex and Growers Cider in an attempt to increase sales and market share in the refreshment category. Kelly Kretz, marketing manager for Vincor is tasked with developing a strong business case and positioning strategy to be approved by both the executive council and...

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