Discuss about the International Marketing Strategy Decisions.
The Australian wine industry will be targeting the well-known Chinese social media platforms like WeChat as well as Weibo as part of a $50 million marketing push plan for lifting the wine exports as well as wine tourism. International tourists will be advised to take the ‘great Australian wine tour’ as well as pay visit to well-known regions that are producing wine under the grand $50 million taxpayer-funded plan.
In this regard, Winemaker’s Federation of Australia president Sandy Clark stated that the package was being considered as ‘once in a generational scope for growing the demand of Australian wine’. He also stated that this aspect will be benefiting every winemaker as well as assist in providing a long-term platform in respect of profitability all the way through the supply chain and it is at present, the responsibility of the Australian Wine Making industry towards the maximization of the scope (Majaro 2013).
Moreover, this industry is also hoping to do the luring of an additional 40,000 global tourists to the leading regions for wine like the Hunter Valley in New South Wales, Yarra Valley in Victoria as well as the Barossa Valley in the region of South Australia. As per the current research reports, the wine industry of Australia has been successfully enjoying major growth in the current years and the country’s wine exports forecasts have exceeded 800 million litres and $2.5 billion in 2017-18 (Hapsari 2017).
Possible implication for international marketers
Wine tourism has grown in popularity in the present scenario due to the fact that the tourism market has helped in the emergence of a new type of tourists, whose major reason for visiting a place is because of the wine regions situated in that place. Various countries are at present having a large inflow of foreign currency regarding wine tourism due to the dynamically expanding international industry (Choi 2015). Majority of the countries have been successful in resolving, stimulating as well as organizing wine-tourism and it is now considered to be the ideal time in paying attention towards the growth of wine tourism via the aspect of creating the strategic aspects that are considered being successful (Cavusgil 2014). The outcome of wine tourism is associated with the fact that there is an increase in the tourist number, and as a result, it is having a connection with the requirements of the tourists in respect of having better infrastructure, accommodation, shops as well as cultural heritage.
The local authorities are playing an active part in developing as well as promoting wine tourism in Australia. To increase the global awareness as well as satisfactions regarding the experience related to wine tourism, Australia is concentrating upon the quality of the services that are offered to the tourists as well as strong association amongst the small vineries as well as wine making organizations to increase their participation in the projects related to marketing whose development is done with the help of national establishments (Penz 2016).
In addition, Australia is also regarded as one of the top destinations regarding wine tourism in the world. The country has positioned its wine tourism industry as a national priority and is making continuous development as well as promotion in this regard. The Australian authorities are seeing the aspect of promoting wine tourism not simply as a tool for promoting global awareness towards destinations, but also as an instrument for promoting the rural areas of Australia that are less tourism developed (Paliwoda 2013). The country is focusing upon various projects related to marketing in respect of promoting wine tourism as they are focused towards the aspect of developing the rural development and also the homogeneous distribution of tourism within the territories.
Within the country, the local authorities are playing a major part towards the development of wine tourism as well as in respect of promoting with the support of the strategic aspect regarding wine tourism that is having the role for the enhancement of the regional development through the promotion of wine tourism as a strong positive feature. In this context, it can be stated that the private as well as public stakeholders are doing heavy promotion of the wine tourism products via the internet as well as specialized media (Armstrong 2015).
For improvement of the international market in relation to wine tourism it can be stated that there should be better association within the tourism agency as well as direct suppliers regarding wine tourism. In this context it can be stated that majority of the direct suppliers of wine tourism are not having the awareness regarding the overall advantages for developing as well as promoting this type of tourism. As a result, the resources are not properly used and there is inefficient strategies related to marketing. Also, there is the requirement for having wine tourism marketing towards the global markets that is considered being more aggressive (Fletcher 2013). In this respect, it can be stated that the marketing as well as promotional campaigns are at their nascent stage and are not having broad coverage and also, there is poor association amongst the stakeholders as well as state organizations. However, improved cooperation will be resulting in having a more focused as well as target based campaigns. There is also the requirement for increasing the education as well as qualifications of the employees that are related to wine tourism (Choi, 2015). Also, improved controlling of the tourism agencies as well as tour operators will assist in increasing the entire experience, dismissing the services that are overpriced and have low quality as well as increasing the feedback regarding the services that have been provided.
To conclude the discussion, it can be stated that there should occur improved association within the tourism agency, private enterprises as well as tourism portals. There should also occur the improved growth as well as coverage of e-commerce as well as services related to wine tourism. There is the requirement for having wine tourism marketing towards the global markets that is considered being more aggressive. Most of the countries have been successful in resolving, stimulating as well as organizing wine-tourism.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.
Cavusgil, S.T., Knight, G., Riesenberger, J.R., Rammal, H.G. and Rose, E.L., 2014. International business. Pearson Australia.
Choi, J. and Yeniyurt, S., 2015. Contingency distance factors and international research and development (R&D), marketing, and manufacturing alliance formations. International Business Review, 24(6), pp.1061-1071.
Fletcher, R. and Crawford, H., 2013. International marketing: an Asia-Pacific perspective. Pearson Higher Education AU.
Hapsari, C., Stoffers, J. and Gunawan, A., 2017. The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case study of Telkom Indonesia International. International Review of Management and Marketing, 7(3), pp.238-245.
Majaro, S., 2013. International Marketing (RLE International Business): A Strategic Approach to World Markets. Routledge.
Paliwoda, S. and Thomas, M., 2013. International marketing. Routledge.
Penz, E. and Kirchler, E., 2016. Households in international marketing research: Vienna Diary Technique (VDT) as a method to investigate decision dynamics. International Marketing Review, 33(3), pp.432-453.