Wine Council of Ontario

Ontario wine producing and grape growing occurs in four distinct areas including the Niagara Peninsula, Lake Erie North Shore, Pelee Island, and Prince Edward County. The Wine Council of Ontario represents ninety-nine percent of the Ontario wines sold and does so by following six strategic objectives. Firstly, they are in pursuit of premium quality. Next, they target varietals in which Ontario excels. They also invest in the VQA brand, nurture winery tourism, and want to make Ontario wine more broadly available. Finally, they intend to forge industry partnerships in order to enhance their successes.

Problem Statement

The WCO is faced with a dilemma in regard to their main function, marketing. With the nature of their business, the face for a conglomerate of Ontario Wineries, it is imperative that sales remain high, especially within our local market. With foreign competition on the rise and federal government regulations being strict on alcohol sales they must strategically position themselves in a manner that is consistent with success in the industry. It is imperative for the WCO to keep up with the changes in the environment so they can adapt their value proposition accordingly. The WCO needs a forward structure that will allow them to grow the market share for Ontario Wines and establish themselves as a leading brand, amongst other wines and competing luxurious commodities. Currently, the WCO has lost its major member wineries and is now in financial jeopardy. The WCO also faces the issue of competing with rival country wines within the “home” market of Ontario.

Market Analysis

Positioning:

Positioning in the market is a significant factor in contributing to a firm’s successes and failures. By creating an image or identity in the minds of their target market for its products, brands and organization, the firm is able to shape the cognitive maps and perception of its consumers. As a result, the potential for profits from increased sales is...