EXEMPLAR REPORT | My Assignment Tutor

PROFESSIONAL YEAR PROGRAM CPW4 BUSINESS WRITING Long Reports EXEMPLAR REPORT The following example report is written in the third person. Standard Harvard referencing is used (bottom of page citation and end of report reference list) The company Shiraz Creek Wines P/L is an imaginary medium scale wine grower, maker, bottler and marketer. It is based in Adelaide but distributes nationally and to a range of export markets including China, USA, Canada and Singapore. Its products are pitched at the premium end of the market but it also has a ‘budget’ range under the separate label ‘Horizon.’ In 2017 it harvested 3500 tonnes of grapes. The company’s business plan sees it growing to 10000 tonnes by 2022. Growth has been solid for the past decade but since 2013 appears to have stagnated and new strategies are required if it is to meet its plan target. Apart from developing new markets using traditional methods the company wants to explore the potential for on-line sales and marketing. This report is authored by a task force of key marketing and IT staff plus an IT consultant. The report was initiated by the Managing Director with a deadline of September 2018 and is directed to the company’s Executive Committee. The Executive Committee is expecting this report to provide answers and specific actions. Not all the facts are included as the report if fictional and purely to assist students to understand how a long report is compiled. The style guide is Word; Calibri (body) 11; purple on white with; pagination bottom right (not used) SHIRAZ CREEK WINES P/L REPORT TO EXECUTIVE COMMITTEE STRATEGY TO DEVELOP AN ON-LINE MARKETING CAPABILITY TO ACHIEVE SALES GROW By: On-line Task Group Chaired by Ruby Red (reference 08Mk16) with assistance from Black Marketing Consultants P/L Initiation: D Trump Managing Director January 2018 SEPTEMBER 2018 TABLE OF CONTENTS Page Number Executive Summary 1Background 1Sales trends 1-2Existing marketing footprint and strategies 2Competitor Analysis 3Key competitor’s marketing behaviour 3-4 and effectiveness Specific Market Considerations 5China 5USA 5Canada 5Singapore 6Australia 6-7Best Practice in On-line Marketing 7Decline of websites 7Social Media 7-8Apps and push marketing 8Content and Key words 8Campaigns 9Options for Shiraz Creek and Key Risks 10Option One 10Option Two 11Horizon product considerations 12Recommendations 13References 14 EXECUTIVE SUMMARY This report considers the potential benefits of an on-line sales and marketing strategy to boost sales towards meeting our long term target of 10000 tonnes by 2022. Whilst prospects for the 2018 vintage are very high due to the low dollar and excellent season so far, it is clear that more needs to be done to position our brands in key markets and to grow those and some new markets. Key competitors Aussie Vintage and Walkabout Wines have embraced on-line marketing and appear to have gained market share as a result. Our website just adequate for product information but is not interactive and does not ‘fit’ smartphone users effectively. In the market purchasers are embracing social media particularly Facebook, Twitter, Instagram and various Chinese equivalents. Also the use of ‘apps’ to push market has increased dramatically in the past 2 years. An example of an app used in the industry is at link www.xxxxx.app.au A comprehensive approach is needed with the following elements: Redesign of the website to make it more engaging, smartphone friendly and containing more video contentCreation of a Shiraz Creek app to be sent to all our mail-list with some special case prizes for activationEstablishing a social media officer role and create Facebook Twitter and Instagram pages. The MD to be the key Twitter account with content supplied through the social media officer.Photo and video content to be generated by Marketing with the target of at least 2 new uploads per week.Specific to China social media sites to be created with assistance from China IT P/LExpenditure of $200k in 2018 to support the strategy BACKGROUNDSales Trends The graph below indicates the sales trend by key markets for the past decade (Australian Wine and Brandy Institute Outlook report 2016 pp 16). The industry average is the blue line. As can be seen…………………….. Existing Market Footprint and Strategies Table One indicates the proportion of sales by market over the past decade (AWBI Outlook 2016 pp 26). As can be seen growth in China has more than compensated for the decline in the UK and Europe. Domestic sales particularly in SA and Queensland have been strong. WA remains a problem and marketing is in the process of overhauling the WA distributor network. Our restaurant strategy in Sydney and Melbourne has followed the success of Adelaide’s. Table Two shows the domestic market by channel.(AWBI Annual Report 2015 pp9) The Shiraz Creek Club continues to grow membership and marketing is bullish about the potential of the half case a quarter lock-in program for members. 3 COMPETITIOR ANALYSIS 3.1 Key Competitors Marketing Behaviour and Effectiveness In the domestic market Aussie Vintage is our major competitor at the Creek and Horizon price points. Aussie have been highly acquisitive purchasing 8 separate companies in the past 3 years. …………………………………. In the international market Walkabout Wines have created an ‘Australia’ brand with their Aboriginal boomerang motif surrounding a bottle. The brand is recognised globally and ………………………………………………………………………. 3.2 Specific Market Considerations 3.2.1 China As the fastest growing market China is a key opportunity for the company (see AWBI Outlook report 2015 pp 32-38) . Having a Chinese national on our board of directors gives us significant credibility as well as access to key government and corporate connections. Regionally we have footholds in …………………………………………….. 3.2.2 USA Our strategy in the US to push Horizon initially then to push into Shiraz Creek using our Horizon customer base has been very successful…………………………….. 3.2.3 Canada 3.2.4 Singapore 3.2.5 Australia ……………….apart from the regional issues we need to compete with our key competitors on line. 4 BEST PRACTICE IN ON-LINE MARKETING 4.1 Decline of websites as a marketing tool Websites are still an important corporate marketing (ACS Newsletter June 2017)………………….need to make the website smartphone compatible……………………….. tool………………………………however………………………………. 4.2 Social Media The dramatic surge in social media and on-line shopping is exemplified in the following graphs: ………………………………….(ACS Newsletter June 2016 pp 3-4) A critical aspect of social media in any form is to continually respond to customer contacts and provide a regular stream of newsworthy or human interest ‘stories’ largely through photos and videos with testimonials being a critical component. ……………..since Jessie our winemaker already has a public profile we think that having a Jessie Blog…………………………………. (K Smith ‘Blogging for Dummies’ in Internet Today March 2014) It is also important to note that social media marketing is , in generally, significantly cheaper to support than traditional distribution channels particularly with the near monopoly in bottle shop ownership in Australia by the grocery chains. 4.3 Apps and Push Marketing Apps are a potentially powerful marketing tool. Once a customer accepts an ‘app’ the company has the capacity to push sales deals at will. Critical factors are incentivising the customer to accept and continue to use the app and having a simple and safe product ‘shop’ for purchases either using the ‘app’ or through a link to the shop site. (‘Apps are In’ by Dr G Purple in ACS Newsletter Nov 2015) Apps are inexpensive to create ($$ ) with ongoing support costing only $$pmth. See the following examplars at www.apps.wine.au 4.4 Content Marketing and Key words ……………………ensuring that our website and Facebook are seen more frequently requires………………….. 4.5 Campaigns Apart from having all the best social media tools good content needs to be complemented by a regular series of campaigns to highlight new product, vintage, packaged deals and so forth. Once we have our social media tools in place there should be a launch campaign………………..two options……………………………… 5. OPTIONS FOR SHIRAZ CREEK AND KEY RISKS 5.1 Option One comprises the following elements: ……………..………………. Option One stresses the importance of quality throughout whilst ensuring that we have a comprehensive approach………………cost of $xxxx then $yyyy per annum thereafter 5.2 Option Two comprises the following elements: …..…..…..….. Option Two aims to create an on-line following loyal to the brand over time………………..cost of $aaaaa then $bbbbb per annum thereafter. The key risks for both options are: Lack of staff engagement leading to poor ongoing content………………………………….Break even for Option One is a sales increase of z% whilst for Option Two breakeven is q%. It also needs to be stated that ‘doing nothing’ is highly likely to lead to a continued decline in the company’s market share over time as more and more potential customers transition to on-line shopping. Option One’s strength is in ………………..Option Two’s focus on………………… 5.3 Horizon It is important that the Horizon product range isn’t crowded out by the focus on Shiraz Creek. It would be prudent to undertake the following actions to cement Horizon in any on-line social media marketing strategy: (a)………….. (b)………….. 6. RECOMMENDATIONS On balance the project team is of the view that Option One provides the most effective approach compared to Option Two given: …….…….……. Consequently it is recommended that Executive Committee approves: Establishment of a Social Media Sales and Marketing Strategy as outlined in Option OneExpenditure of $X to establish the program and $y pa as a budget commitment for the next 2 yearsThe program be subject to a review by July 2019 in line with budgeted sales targetsThe Strategy to be the responsibility of the Director Sales and MarketingThe Director to ensure that due attention is given to the Horizon products in the context of this strategy. REFERENCES Australian Wine and Brandy Institute Outlook Reports 2017Australian Computer Society Newsletter June 2017K Smith ‘Blogging for Dummies’ in Internet Today Mar 2018.Dr G Purple, ‘Apps are In’ in Australian Computer Society Newsletter Nov 2017……………………………………..

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