Go to Market strategy for Sula in African Market with Identifying top 5

Markets and Wine Importers within those Markets

STEPS INVOLVED

Defining Target Define Target Defining Value Promotion and

Pricing Strategy
Market Audience Prposition Distribution

DEFINING THE MARKET: - Strategic Decision of market selection on the basis of Data.

• Indices to be used to Analyse Markets: -

Trade Intensity Index

Trade Complementariy Michelaye Export Intensity
Index Economic Similarty Index Index
Index

1. Trade Complementarity Index: - Degree to which export pattern of one country matches
with the importing county. (High TCI is favourable.)
2. Export Similarity Index: - Measures degree of similarity between export profiles of two
economies. Higher similarity may indicate limited potential for inter-industry trade
with a regional trading arrangement. Generally Low value is preferred.
3. Trade Intensity Index: - Gives Regional export compared to world. High value
preferred.
4. Michelaye Index: - Used to identify the product in which a region has comparative
advantage.

CHOICE OF ENTRY MODE E.g. Joint Venture, Wholly owned Subsidiaries, Contractual
Agreements etc. (Strategic decision based on Risk and Control to be born)

TARGETING AND VALUE CREATION: - Strategically identifying the target audience

based on the Market research and Gap Analysis. Coming up with right value proposition for
identified target audience.

MARKETING COMMUNICATION MIX: - Integrated Marketing Communication Mix

based on Advertising, Direct Marketing, Community event, Merchandising, Stealth,
Promotions and PR. Marketing decision to be based on the factors like Power Distance, Culture
etc.

DISTRIBUTION CHANNEL: - To be chosen on the basis of D = T + W + I + P + O + S

D - Total distribution cost of system // T - Transport Cost W - Warehouse Cost // I - Stocks

and inventory costs // P - Packaging cost // O- Order processing and documentation.

Submitted By – xyz

sfdsfsdfdf