Topic and rationale:
The wine industry has faced many legal stumbling blocks as it evolves with consumer’s preferences of buying wine on-line. The shipment of interstate wine is finally coming to terms with the consumer market, through compliant solutions and by changing the legal environment in which it operates. Many companies are making their services available to facilitate the wine industry’s needs to sale wine through E-commerce channels. This journey has been hard fought and contains a rich history of legal battles. Small wineries are seeing relief from having to sell their product through wholesalers, who take a substantial markup before a bottle of wine reaches the customer’s hands. Now that wineries have direct to consumer channels to sale their product, they are paying catch up to the technology age. This research paper will focus on the history of direct to consumer hurdles and the importance of building consumer relationships through on-line channels, such as social media and retailer websites.
Research Question: How is E-commerce changing the way the wine industry conducts business in America?
Greg Bensinger is the chief executive of wine.com. Wine.com is a pioneer of wine E-commerce and has sold wine on-line since 1998. In this article, Besinger explains the regulations and shipping limitations that have caused E-commerce companies to stumble in the past. This article will be great to use as a primary source and it also mentions situations and other companies to explore in further research. Some key terms from this article that can be further searched are, “wine-shipping rules/ or regulations”, “wine.com”, “history of online wine market”. This article also refers to the advocacy group Free the Grapes. This advoca...
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... take value creation strategies into their own hands by creating an on-line marketing campaign to create buzz around their product in a micro-blogging environment. This article will be used in the final research paper to analyze how current consumer E-commerce purchasing decisions are made and how this is affecting the wine industry.
Works Cited
Damien Wilson, Sarah Quinton, (2012) "Let's talk about wine: does Twitter have value?", International Journal of Wine Business Research, Vol. 24 Iss: 4, pp.271 - 286
Wiseman, A. E., & Ellig, J. (2007). The Politics of Wine: Trade Barriers, Interest Groups, and the Commerce Clause. Journal Of Politics, 69(3), 859-875. doi:10.1111/j.1468-2508.2007.00580.x
Bensinger, G. (2012, October 27). Wine: the Web's Final Frontier. Wall Street Journal - Eastern Edition. p. B3. Retrieved from http://web.a.ebscohost.com.ezproxy.nu.edu
Economic returns in the global market place have been influenced by trends in wine consumption. Figure 2 shows a trend of decreasing wine consumption from 2007 - 2011 in most old world countries while new world countries were increasing their consumption. This is due to the diversification of alcoholic beverages in the old world countries and the growing wine popularity in the new world
Generally speaking, other alcoholic beverages can be viewed as being a substitute for wine. However, specific substitution of wine in the New World is low because most individuals prefer to purchase wine from a retail facility instead of producing their own. Where as in the Old World the option of producing wine...
Compared to the industry as a whole, Mondavi is not responding to the changing marketplace and demands. While there has been some growth in the ultra and luxury premium market segments, the explosion in the last 15 years had been in the popular premium ($3-7 per bottle) and super-premium ($7-14) sector. Mondavi’s own Woodbridge offering is responsible for 76% of its case volume and 57% of its revenue as of 2001, but seemingly exists in isolation amidst all the high-end offerings from the company. Competitors that have established themselves in jug wine, beer, and other spirits are taking advantage of their sales volume and migrating upward. While E&J Gallo, Constellation, and the beer producers may not have the reputation for quality and craft that RMW possesses, their substantial financial weight has allowed them to develop or purchase brands that could compete in the higher altitudes and price segments. Meanwhile, competitors with similar histories in premium winemaking are taking advantage of lower production costs to horizontally integrate, acquire land, and build new wineries in different countries, as Kendall Jackson has done with the Villa Arceno (Italy) and Yangarra Park (Australia) wines.
Amazon.com operates in the Online Retail Industry. The sector is one of the fastest growing globally and is outperforming the ordinary retail marketplace. It was created after 1995 and it was only the Internet that made it possible for such an industry not only to be established but to become one of the most flourishing sectors in the business environment. What is interesting is that Amazon.com, together with eBay is the pioneer in the field. Both companies were launched in 1995 and are still extremely successful. The creation of e-mail in 1996 had a huge impact on the development of online retail by introducing a fast and easy way to communicate with customers. For this two-year period Internet usage doubled annually, thus, allowing for the expansion of the industry. Google is launched a year later, in 1998, only to become the most used search engine in the world and an essential partner for the online retailers by helping them tailor their websites to customer’s personal preferences and by advertising. After that, more and more people see the opportunity in the growing industry and enter it. By 2001 there are more than 513 million Internet users globally, which calls for action in terms of creating regulations and laws to protect the users and personal property. In 2003, Apple launches iTunes, and provides a platform for low-cost digital downloads. Another major change is the appearance of social media from 2004, which is one of the biggest influencer on the state of the industry. With the launch of iPhone in 2007, this trend strengthens as people get to enjoy the Internet anywhere they want to. From then on, technological advancements have made it extremely easy and fun to shop online, making it ...
Firms today are showing a great interest in finding effective ways to attract and retain customers, simply because e-commerce is moving quickly and the competition has been rapidly increasing throughout the years. As a result, most of the firms are focusing more in the development of their e-marketing methods since it can form a better relationship between the customer and the firm and possibly lead to stronger consumer loyalty. E-marketing is also a main focus as it has become increasingly and internationally popular throughout recent years, since it is a very fast and easy way to portray messages and promote company products and services. It is also an entertaining way for companies to show their individuality and range of offerings in terms of products, services, and communications. Essentially, e-marketing allows for firms to create strong ties with consumers, engaging them, and allowing them easy access from almost anywhere. This project is going to examine Nike’s e-marketing environment through the analysis of Porter’s five forces, to eventually show that firms can face both threats and opportunities in a marketing environment (Kotler et al, 2001). Furthermore, it is going to illustrate how Nike uses sources of social media such as YouTube, Facebook, Twitter and Instagram to entice new customers to its own web-site. It does so by providing motivational videos including famous professional athletes wearing their gear. It also promotes its services by providing photos of products, along with detailed descriptions of their functionality, along with inspiring messages. This report is also going to show the relation of some of the eight different factors called the 8C’s to what Nike’s marketing department has done in order to obt...
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
Based on these concerns, retailers in the international marketplace have their work cut out for them. But through proper education of consumers, and the ever-expanding growth of the infrastructure in many countries, the future seems to be leaning heavily towards using the Internet for many needs.
Alan’s Best Chocolates (ABC) is a leading company in the sales of confections and chocolates throughout the United States. The company’s products are sold from 50 stores across the country and maintain a high reputation for superior quality and taste. While the company’s sales have grown over the past ten years, the rate of growth has significantly slowed. One key factor for this slowing rate of growth is the shift in the marketplace to purchasing chocolates and confections online. For a company to succeed, it needs to plan on how to capitalize on this online marketplace by leveraging existing technologies, industry best practices, and aggressive marketing and sales campaign to ramp up the its growth projections for the foreseeable
Since its launch in the mid '90s, Dell's e-commerce business has been a poster child for the benefits of online sales, says Aberdeen Group analyst Kent Allen. The company's strategy of selling over the Internet -- with no retail outlets and no middleman -- has been as discussed, admired and imitated as any e-commerce model. Dell's online sales channel has proven so successful, says Allen that the computer industry must ask: "Does the consumer need to go to the store to buy a PC anymore?"
If you asked 10 followers on Twitter if they prefer Coke or Pepsi, 9 out 10 would probably say Coke. This paper will explore the concepts of social media presence for The Coca-Cola Company. Why do people drink Coke? Why is Coke so popular? Questions such as these will be answered throughout this strategy recommendation project.
Red liquid sweet but bitter, the taste leaves the drinker wanting more. It's been a long hard week, and waiting at home for you is a nice bottle of red wine from one of the best local wineries. Wine has been around since about 6600 BC; and slowly but surely it grew to become one of the most money making industry in Sonoma County, wine itself. When looking and hearing at economic growth or impact, the main topics that are talked about are climate change, college, or even sports. Little do we know that wine has had impacted the growth in Sonoma County. Throughout this paper we will be looking at the history of wine, and the impact of wine in Sonoma county.
Retailers must shift from a linear marketing approach of one-way communication to a value exchange model in which there is a two-way mutual dialogue and benefit-sharing between provider and consumer. Exchanges are more non-linear, free flowing and both one-tomany or one-on-one. The spread of information and awareness can occur across numerous channels such as the YouTube, Face book, Instagram, Snap chat, Twitter and a wide variety of other platforms. Online communities and social networks allow individuals to easily become creators of their own content and publicly publish their opinions, experiences, thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.
The wine and spirits category is one of the most competitive consumer markets. Crammed shelves, with products always faced at the edge, create a wall of differing brands all screaming for consumers' attention. Whether a product is new or long established, brand building here must create trial and reinforce existing consumer relationships by advancing the product's positioning.
In this way, pick precisely on the shop and the wine that you will be buying. On the off chance that you are hoping to purchase wine from online sources, you are heading towards the eventual fate of shopping. Aside from a couple of difficulties which can be exorbitant on your part, purchasing wine online really mitigates you from a considerable measure of bothers, for example, movement, costs on gas, and additional exertion. Be that as it may, before you hop into your PC to put in your request from the virtual stores, please read on to get a few pointers on the most proficient method to request wine on the web. These can help you to keep away from a great deal of slips.
McDaniel, C., & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.