Two parts of this assignment:

Company Background and Capabilities
Marketing Strategy

Company Background and Capabilities(800 words)

provide a brief background of CampFire Wines
build a resource profile of CampFire Wines
Section-old business scope(due to poor sales we have repositioned our product our new business scope is now….

Business definition and scope (6 Sections)

– Specification of the organisation’s mission and vision statements.

– Product definition

– Product categories targeted by our organisation and our products / brands competing in those categories

– Competitors and their products / brands competing in our product categories Identification of the market segments to be targeted

– Scope

Note: Provide brief explanation of the requirements for each area – some areas might require further detailed explanations or concepts (found in later chapters). Remember this is a “resource profile” for CampFire Wines; you must make a brief introduction ABOUT CampFire wines – the definition and scope is the backbone of the study.

Some aspects of the Internal Analysis Process should be considered in this section.

Marketing Strategy(200 words)-Components of strategy(in L1)

This section is where you are required to provide CampFire Wines with an overarching marketing strategy statement.

You need to incorporate Aaker’s four points here.

This statement is critical as it guides your development of the marketing mix strategies which specifically address the rebranding and repositioning of CampFire’s Apera offerings.

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Some notes
– 750 ml
– 1 Litre
– frosted bottle
– pamphlet attached to lid

Pre Mixes:
– rasberry apera
– cloudy apple apera
– lemon lime apera
– cola apera
– apple and blackcurrent apera

Jugs at pubs – $15 per jug Apera + Lemonade + fruit

By the glass serving suggestions:
cream on ice
apera and red bull (dry)
apera and apple and lime (medium dry)
apera and soda and fruit (medium sweet)
apera and ? (sweet)

include the old business scope in the company background and capabilities and then say due to poor sales etc we have repositioned our product, our business scope is now….