Marketing Plan: E&J Gallo Winery

Executive Summary

This paper aims to construct a marketing plan for the product and brand portfolio of the company known as E&J Gallo. E&J Gallo is one of the most successful wine companies in the United States. Since its inception, E&J Gallo has accomplished its objectives prior to their deadlines. This is the core reason for the growth and success of the company. E&J Gallo is a multinational corporation as due to the rise of globalization the company started its operations beyond national boundaries. There is a diversely scattered target market which is catered by the organization. Moreover, E&J Gallo aims to tap its potential target market before the competitors step in. Strategic management and competitive excellence are the two major key success factors that are responsible for E&J Gallo's competitive edge over its competition. Nonetheless, there are certain drawbacks in E&J Gallo's strategies that would be catered in presented marketing plan. The marketing plan constructed in based on the information gathered through analysis of the wine and brewery market in the United States. Moreover, the plan prescribes the products and brands associated with E&J Gallo. The prescribed marketing plan proposes effective strategies analyzing organization's strengths and weaknesses; in addition, available opportunities and threats are also incorporated in analysis. E&J Gallo aims to provide optimal quality brands to its customers. The marketing plan incorporates micro and macro environmental factors as their influence is eminent on E&J Gallo operations and adapted strategies. Nonetheless, the prescribed marketing plan illustrates short term and long term objectives of E&J Gallo in the context of marketing and finance. The marketing plan enlightens the marketing mix that is adapted by E&J Gallo; moreover, the plan prescribes effective control and implementation procedures.

About the Company

E&J Gallo Winery is one of the most successful companies that operate in wine and brewery industry. E&J Gallo originated from the United States and now its operations are scattered around the globe. E&J Gallo operates in three key market segments that are geographically dispersed in US, UK and Australia. E&J Gallo is a family enterprise that has been operating in brewery industry since three generations. E&J Gallo employs approximately 5,000 around the globe. The core product of E&J Gallo is wine; however, there are several other products and brands responsible for company's expansion and diversification.

E&J Gallo was also engaged in cider/perry production and also for the products operating in domestic market of the United States; however, Hornsby's cider division of E&J Gallo was sold to C&C Group in 2011. E&J Gallo has been growing since its inception. In 2011 the growth of 1% was acknowledged by E&J Gallo in context of its operations and wine volume production. E&J Gallo also witnessed its growth due to the successful adoption of Barefoot Cellars brand by the market of the United States. The revenues earned by brand's acceptance were proved to be optimally favorable for the organization.

Nonetheless, the brand was less likely to be accepted by the consumers of UK market segment which caused ...