The Three Sisters Winery Digital Marketing

The three daughters were Rebecca, Mathew, and Mara; hence it is entirely a family business. Several years after working in Calgary where they successfully brought up there daughters, John and Liz returned to Okanagan Valley. Immediately they retired to this place, and they will later decide to start and operate a viticulture company. Initially, only Rebecca was with their parents at the inception of the need to start a winery company. The company these parents started was named Earlco Vineyards Company Ltd ("Earlco," 2018). Mission, Vision, and Slogan The Three Sisters Winery Ltd specializes in the production of wines. As such, the vision, mission, and slogan statements have been summarized to give a picture of a company which aims at producing and supplying quality wines.

The company's vision is to be a recognized wines company providing quality products. On the other hand, the company's mission is to be a worldwide preferred wines company that offers customers maximum satisfaction. Alternatively, the Three Sisters Winery Ltd. Additionally, the company recently experienced new member subscription which has boosted the company's capital base. This improved capital base has, therefore, enabled the company to produce the following range of products. Chardonnay; this is a white wine and the most popular brand of the white wine family, and has been lately known for its divisive characteristic. This wine brand has a high complex aroma which has been linked to the wine's making technique that involves the use of oak ("Chardonnay," 2018). Other wine products which the Three Sisters Winery produces include; Cabernet franc, Rose, Riesling, Katarina, Bench White, Pinot Gris, and Bench Red.

The wines industry has been attracting new participants, all targeting a market considered one of the wealthiest. From Canada to all over the world, the company faces stiff competition from companies offering the same products and services. This competition has, for instance, forced the company to review its plans and develop new strategies to compete favorably with its rivals. Changes in technology; just like any service and product sector, the issue of emerging technology is one factor that every business faces. Technological changes if not adopted in advance can render a company or business domicile and irrelevant (Hussain, Cholette, & Castaldi, 2008). An increase in commodity prices is expected to affect the earning of a company, and the company may end up making losses, being unable to operate further.

High prices scare away consumers of wine products, and as such, the company will make little or no sales thus being unable even to recover their initial production cost. Political uncertainty; political uncertainty refers to a situation where one cannot foretell the future of a country, considering peace, laws, and regulations. One of the elements of this external factor is the internal conflict within a state. When a nation is not at peace and various groups are constantly fighting without ceasing, the conditions may not be friendly to carry out business activities. The Services Service of Focus There are some services which the company could offer in the vineyards industry. However, in this paper, we shall lay our emphasis on only one service which after critical analysis with the responsible stakeholders, was the most preferred.

Therefore, this project will focus on providing vineyards consultancy services. Vineyards consultancy is a service which aims at offering advice, research and relevant information concerning the establishment, operation, and maintenance of a wines company ("Three Sisters Vineyards - Winery, Georgia Wines, Wedding Venue," 2018). Therefore, this service will be available to the Canadian firms and individuals as well as interested parties from foreign nations who may have the interest to start and operate a vineyards company. At this stage also, the company is majoring on recruiting qualified personnel who have a better experience in this industry to ensure customers receive the best advice concerning their planned wine businesses. The SWOT Analysis The Threats, Weaknesses, Opportunities, and Threats (SWOT) Analysis is a measuring tool used to gauge a company's performance both in the past and in the future (strengths) (Camillo et al.

Alternatively, the measuring tools point to the organization which areas need improvements and those areas where corrective actions need to be taken (weaknesses). Additionally, the device allows a company to analyze its operating environment and identify factors and issues which can be used to better the company's performance and compete effectively (opportunities). Finally, this analysis tool is also used by firms and individual investors to identify factors that are likely to hinder their successful operations today and in the future (threats) (Valentin, 2015). Lack of consumer awareness; one significant weakness of this service is that it is not accessible and familiar among many customers who may need consultancy services on vineyards. Because of this low awareness, the company plans to launch a very vigorous marketing exercise to increase the level of knowledge regarding service availability.

Regulations; due to the volatility nature of this service, the Canadian government has since implemented retrogressive regulations which aim at bringing sanity to the industry. Because it is a service in one of the largest enterprises, the alcoholic sector, the government improvised new legislations touching on licenses, compliance, and fees which are likely to limit effective delivery of consultancy services on vineyards. Few employees; in a move to cut on the operational costs, the company decided to trim its workforce so that only areas that needed physical availability of an individual are assigned personnel. As such, new investors are continuously seeking the company's advice on how to start and operate a wines business company. This opportunity if exploited accordingly, can contribute significantly to the attainment of company core-objectives centered on effective and efficient consultancy advice.

Threats Perception of quality; because the service is still new among many, customer is still doubting the quality of the service and wonder if it can help them start and manage a vineyards business. Changing regulations; the regulations are expected to keep changing in the future since the industry is young and will need periodical review in the laws governing its operations. Inadequate knowledge; lack of adequate expertise among customers on the importance of such service is likely to undermine its operations since despite knowing its existence, they are still hesitant to seek the necessary consultations on how to operate their ventures. C. Digital Marketing Strategy Company digital marketing strategy As was earlier discussed, the company will use social media as its primary advertising medium.

As such, digital marketing will be the preferred method to penetrate the market and increase consumer awareness. The digital marketing method blends well with the company marketing strategy which aims at creating awareness within the shortest time possible at a relatively reasonable cost. Due to this strategy, digital marketing will involve the use of Facebook, Twitter, and Instagram to increase awareness on the existence of vineyards consultancy services (Saura, Palos-Sanchez, & Correia, 2018). The digital pricing strategy Use of psychological digital product pricing strategy For the digital pricing technique, the company will employ the method of digital psychological pricing. In psychological pricing, the service will be assigned prices which from a psychological point of view, will look cheap and affordable yet there are no much differences compared to other similar services (Ip, 2016,).

For instance, instead of charging a consultation fee for $20 per hour, the company could decide to charge $19, giving customers a psychological perception of the product being cheap. Psychological digital pricing helps in attracting new customers, and through the use of social media and emails, the customers will be able to view the pricing packages for the consultancy services. This method of pricing thus gives our company a competitive advantage since while the rivals charge a fee of $20 per consultative hour, our company charges $19 per hour. Service promotion In addition to the online digital marketing techniques, the company will promote its brand service by use of the following combination of promotional techniques. First and foremost, the company will employ the use of company-owned media website where customers will be able to get information regarding any changes in the structure of vineyards consultancy services scheme and other relevant updates concerning the services offered concerning starting and operating a company.

The digital media will also be employed. Because the consultancy service is a new service to many companies dealing in wines, digital media will facilitate quick access to information and in the process market, the company's services offered. Additionally, the company has a budget for promotional activities. The discounting and penetrating pricing strategies are the best concerning the launch of a new service in any market. Therefore, the company uses the appropriate digital pricing strategy. Use of company website and email as the service promotional tools blend well with the target market, which is composed of digital investors. These promotional channels are technology driven which makes them acceptable among many service seekers. References Auxerrois, P. A Strategic Analysis of the Competing Factors in the Global Wine Trade and the Development of a Model to Facilitate Foreign Country Entry Mode.