Marketing Plan for Elephant (Wine Company) Assignment Sample

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Introduction

Marketing refers to an act of communicating and promoting a product or service. The present study will be based on a company namely Elephant that engaged in the sale and distribution of wine. Many students seeking help with assignment uk use such case studies to understand how theory applies to real marketing decisions. The company to increase its market share plans to implement online business in the Spanish market. The report will evaluate the external situation of the Spanish market, the customer segment, and the internal evaluation of the company. It will also highlight its goals, strategies and schedule for each action, budget and KPI for measurements.

Evaluation of the external situation

Elephant focuses on expanding its Wine business in the Spanish market regarding online business. For this, it is important to evaluate the external factors that directly and indirectly impact business operations via the PESTLE analysis (Buye, 2021). It is as follows:

Political: This factor includes government rules such as certification for distributing wine, proper labelling, health warnings, appellations of origin and so more. Non-compliance with this makes it onerous for the company to get an advantage in the market.

Economical: The inflation rate in Spain is 2.8% leads to a decline in the purchasing power of customers (Spain Inflation Rate, 2025). Hence, it leads to reduced demand for wine in the market, directly impacting company profitability.

Social: The changing lifestyle and taste and preference of customers result in steadily increased demand for wines, hence enabling businesses to increase their customer base.

Technological: The markets of Spain significantly adopted the usage of technology within the business. The significant use of automation, artificial intelligence, and IOT helps Elephant to provide its products and services to target customers via online platforms.

Environmental: Increasing concerns for the environment resulted in the introduction of several environmental laws. The company is required to comply with it to grab eco-conscious customers.

Legal: Compliance with the laws regarding labeling, and data privacy aids the business to gain a competitive advantage.

In addition, within Spain in 2022, the number of e-commerce users increased to 32 million demonstrating a market penetration rate of 68%. However, the e-commerce market of Spain going to register a CAGR of 14.7% during 2025-2030 (Spain E-Commerce market, 2025). This study demonstrates that enhancing the Elephant business via an online platform in the Spanish market is beneficial.

Analysis of the internal situation

STP analysis helps the business to evaluate to whom to market the product and how. STP analysis is as under:

Segmentation: Elephant will focus on demographic factors such as age, and gender, it focuses on young consumers aged between 19 to 40 both male and female. Also, consider psychological factors as it targets customer who enjoys drinking wine on occasion.

Targeting: The Company target its customer via its online business platform.

Position: To position the product (wine) in the Spain market, the company will use social media marketing to grab the attention of customers (Dubbelink, Herrando and Constantinides, 2021).

Further, the SWOT analysis helps the company to identify its own strengths, weaknesses, opportunities and threats regarding the Spain market.

Strengths: High-quality product, technological knowledge and achievement of several awards is strength for the company in the Spain market. High-quality products help attract customers and technological knowledge enables to provision of quality services via online platforms (Ferrer et al, 2022).

Weaknesses: Limited finance is one of the weaknesses of Elephant, it is unable the company to spend greater funds on marketing its product in the Spanish market.

Opportunity: Elephant has an opportunity to increase its market share and customer base via its online platform in the Spain market.

Threat: Intense competition from the existing brands of Wine in the Spain market is a threat to the company as it makes it onerous for an organization to grab customer attention.

Goals

Elephant`s goal with the business proposal is as under:

• To increase the market share by 10% in the upcoming year via the online sales channel within the Spain market.
• To enhance the company's profitability by 20% by expanding the online wine business in the Spanish market in 15 months.

Strategies and Marketing Mix

One of the best routes for implementing an online business in the Spanish market is selling several wine products via the company website and different social media accounts. This strategy is the best route for business because it has the potential to increase the company`s market share and profitability.

The Elephant needs to market and communicate about its product to grab the attention of customers. The marketing mix helps the business to promote its products via the use of product, price, place and promotion to differentiate itself from the competitors. Following is the marketing mix:

• Product: The Company will offer high-quality, different-flavored wines to the customers considering their needs and preferences.
• Price: Elephant will charge penetration pricing, charge less price initially to attract a wide range of target customers (Ali and Anwar, 2021).
• Place: The Company will sell its wine product in the Spanish market through online platforms including the company website and different social media platforms where customer can place their order with ease.
• Promotion: Elephant will promote its product with a cost-effective marketing strategy i.e. social media platform. It markets products on platforms such as Instagram, Facebook and so more by posting images and information.
• People: An efficient technical team help the company provide a good online shopping experience to customers.
• Process: An effective distribution network will enable the organization to deliver products on time.
• Physical existence: The company`s name, logo and high-quality product act as a physical existence.

To implement the strategy, the company has to comply with an action plan it is as under:

Market Research: To implement strategy company research about the target audience, their preference regarding online shopping, taste as well as other competitors that also use this channel.

Hire experts: The Company will hire competent and skilled staff and experts to implement strategy and start an online business in the Spanish market.

Build an online platform: The Company with the help of experts build a sound and proficient online website to cater its product and services in new markets.

Planning: Elephant will plan a distribution network as well as promotional activities to get a competitive advantage in the market. The company collaborates with distributors such as local agents, transport services and so more (Konstantakopoulos, Gayialis and Kechagias, 2022).

Registration: To attract several customers for the online business of wine in the Spanish market. The company will focus on registering customers on its company website.

Schedule for each action

To implement the strategy of online business via website and online platform, the schedule for each action plan is as under:

Budget

A budget refers to a statement defining estimated income and expenditure during a particular period (Xolmirzaev, Juraev and Axmadjonova, 2021). The budget for Elephant is as under:

A well-established budget helps Elephant to effectively conduct its online business in the Spanish market in a successful manner. The company requires a budget for market research, and hiring a skilled and expert staff, which can be done for £8000. A major amount required for the creation and maintenance of a website as a whole business depends on it. Apart from this, warehouses are required to stock the wines so that they can be rapidly delivered to customers located in different areas, Thus, Elephant for its crucial work requires £105,000.

Marketing Plan for Elephant (Wine Company) Assignment Sample

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Measurement and Control Methods

To determine the effectiveness of the benefits of proposed actions and activities, Elephant can use different KPIs such as:

Conversion rate: The Company to evaluate its advantage of action in regards to the online business of wine in the Spanish market via the help of customer registration on Facebook and Instagram via increasing rate of conversion rate. It demonstrates how much audience a company able to convert into customers from visitors (Nassar et al, 2022). This tool is used as it provides clarity about the effectiveness of action.

Profitability: Company use profitability as a KPI to identify the advantages of commencing business through website and social media accounts. An increase in profitability indicates proposed action is advantageous for Elephant.

Website traffic: Increasing traffic on the company website also acts as a KPI for the company. Increased traffic means a greater number of people prefer to buy the company`s products.

Customer satisfaction: Effectiveness of providing wine products to the target audience via the company website and social media platform by collaborating with the different distribution network measures via the KPI of customer satisfaction. Better satisfaction means the proposed action is beneficial for the Elephant.

Conclusion

To sum up, it has been articulated that the role of marketing is crucial for promoting business in the new market. It is evaluated that in the Spanish market, there is rigid regulation for the wine sector. However, the strength of Elephant regarding quality products and technical knowledge helps in conducting online business in the Spanish market via the company website and social platform. In addition, increasing market share and profitability goals of the company. Companies use penetration pricing, e-commerce platforms and social media marketing for products and measure proposed action through KPIs including profitability, conversion rate and so more.

References

Books and Journals

• Ali, B.J. and Anwar, G., 2021. Marketing Strategy: Pricing strategies and their influence on consumer purchasing decisions. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing strategies and their influence on consumer purchasing decisions. International Journal of Rural Development, Environment and Health Research, 5(2), pp.26-39.
• Buye, R., 2021. Critical examination of the PESTEL Analysis Model. Project: Action Research for Development.
• Dubbelink, S.I., Herrando, C. and Constantinides, E., 2021. Social media marketing as a branding strategy in extraordinary times: Lessons from the COVID-19 pandemic. Sustainability, 13(18), p.10310.
• Ferrer, J.R., Serrano, R., Abella, S., Pinilla, V. and Maza, M.T., 2022. The export strategy of the Spanish wine industry. Spanish Journal of Agricultural Research, 20(3), pp.e0103-e0103.
• Konstantakopoulos, G.D., Gayialis, S.P. and Kechagias, E.P., 2022. Vehicle routing problem and related algorithms for logistics distribution: A literature review and classification. Operational research, 22(3), pp.2033-2062.
• Nassar, A.H., Zanati, H.E., Ng, H.J., Khan, K.S. and Wood, C., 2022. Open conversion in laparoscopic cholecystectomy and bile duct exploration: sub-specialisation safely reduces the conversion rates. Surgical endoscopy, pp.1-9.
• Xolmirzaev, U., Juraev, E. and Axmadjonova, M., 2021. The role of accounting in small business management. Интернаука, (21-5), pp.20-22.

Online

• Spain E-Commerce market. 2025. Online. Available through: < https://www.mordorintelligence.com/industry-reports/spain-ecommerce-market >
• Spain Inflation Rate. 2025. Online. Available through: < https://tradingeconomics.com/spain/inflation-cpi#:~:text=Inflation%20Rate%20in%20Spain%20is,according%20to%20our%20econometric%20models.>