Authors: Taissa Leao De Brito; Nicholas Harkiolakis
Addresses: School of Business, University of Liverpool, Liverpool, Merseyside, L69 3BX, UK ' School of Business, University of Liverpool, Liverpool, Merseyside, L69 3BX, UK
Abstract: This study shows how the economy and market policies, norms, laws, and rules can affect small wine merchants within the British market (and beyond). Thus using a marketing mix for market analysis, it is paramount to consider differences among countries, politics, distinct cultures, and economies. This research considered and scrutinised all aspects of the wine business and industry. A small wine merchant company was chosen for this case study and business analysis using PESTLE analysis and Porter's five forces model. The results underline the importance of a correct marketing strategy as the key to success: this case study of a small wine merchant's structure enables identification of the most suitable approach for small wine companies in the UK. The research design supports an enhanced understanding of company culture as well as the environment of the British market, with implications for identifying the correct planning and strategy.
Keywords: small wine merchant; government policies; Porter's five forces; PESTLE; UK.
International Journal of Teaching and Case Studies, 2017 Vol.8 No.1, pp.29 - 45
Received: 27 Aug 2016
Accepted: 12 Oct 2016
Published online: 25 May 2017 *