個案資料

In February 2024, Château des Charmes, a winery in Niagara-on-the-Lake, was planning the introduction of a new product offering. Beautiful Brunch would be a breakfast-themed wine and food pairing that would be offered earlier in the day. Director of hospitality, Martin Lindqvist, was aiming to generate CA$45,000 in sales from Beautiful Brunch in its first three months and needed to create a comprehensive marketing plan, including decisions on price, promotion, target market, and tie-in product offerings.

This case is recommended for use in the marketing module of an introductory (undergraduate) university business course and can be used for case discussion or as a final testing point. <br><br>After completing this case students will be able to do the following:<ul><li>Practice examining the pros and cons of targeting different customer groups.</li><li>Make connections between a selected target market and further marketing decisions.</li><li>Use marketing math tools to justify decisions quantitatively.</li><li>Devise a comprehensive marketing plan relating to the company’s product offerings, pricing, and promotion, based on a thorough and detailed marketing analysis.</li></ul>

• Marketing Management
• Marketing Strategy
• Tourism
• Product, Promotion & Pricing
• Winery Industry
• Internal & External Business Conditions
• Target Customer Groups
• Wine & Beer - Product Launch