Ceja Vineyards: Case Study

Name: __________________

MIDTERM EXAM – MKT 359 – FALL 2015

All answers must be typed using Times New Roman Font. The questions must be included on your paper. All answers MUST be written using college level critical thinking skills. (5 points)

Ceja Vineyards: Marketing to the Hispanic Wine Consumer?

1. What has made Ceja Vineyards successful to date? Consider both favorable and unfavorable factors. (15 points)
Answer:
Different factors have made Ceja Vineyards successful like Amelia get her education (viticulture) related to the Vineyard industry. This factor contributes a lot toward its success. Furthermore another factor which is important for the success of this brand is that it is family owned business and every person of this family

The principal is a danger as another entrant. As another entrant focusing on the U.S. Hispanic purchaser fragment, may require Ceja to revamp their premium wine Ceja is known for. They may acquire considerable incremental promotional costs, and they may lose their quickly developing sales channel of their wine buying club. Ceja access to distribution channels can be a boundary to section additionally, in view of the new entrants ' have to get distribution for its item. As another entrant they may need to influence the distribution channels to acknowledge its item by giving additional impetuses which decrease benefits. There are additionally the same danger items being offered at a cheaper value that are effortlessly utilized as a part of the same way. Ceja wine is regularly to be appreciated with Mexican food. Another vinery may offer the same brand of wine at a cheaper cost and is effectively available in different markets. They bring down the costs of substitutes and the higher the quality and execution of substitutes, the more extreme are the focused weights postured by substitute

Achieving wine club membership, generation, and profitability objectives would empower Ceja to exploit its legacy as one of the first Hispanic-owned and worked wine businesses in America, yet how to accomplish these objectives is not a simple assignment. A few noteworthy forces are driving variables for Ceja wine industry and are they should have been be sustained and considered for their future business arrange, these components incorporate globalization of extension; maker consolidation; merchant consolidation; retailer consolidation; wine market liberalization; and the rise of Web 2.0 as an Internet marketing medium, spawning new niches, systems, and the rise of non-standard wine consumers in marketing channels. The joining of these forces will be brought about a bifurcation of the Ceja wine into two levels: the top level included expansive multibillion-dollar wine and drink combinations, and the second level included little secretly held wine businesses. Every level should be working distinctively and accomplished diverse overall revenues and rates of