Halleck Vineyard: The Functional Requirements Analysis
Background of Halleck Vineyard – Structure, roles and responsibilities.
Halleck Vineyard is a wine processing company. The company was started back in the year 1980. The company is located in Sonoma County in the US. It has other branches both in the United States and outside United States. The firm produces a variety of whines. The wines which are processed by Halleck Vineyard are mainly sold to its customers via their website which is www.halleckvineyard.com. Also, the products are sold through major restaurants as well as retail distribution. The firm is well known for its quality wines more so in the county of Sonoma (Haeger, 2008).
The firm has a bigger role to play in making the event –Sonoma Wine Week successful as it is the chief representative of wine processing firms in the event. The first role here is for Halleck to mobilize all the wine firms in the county and outside the country to prepare adequately for this event. For Halleck to achieve this marketing communication will be a very important tool (Monye, 1999). It has to explain the event to all other firms being the leading consortium firm in the wine industry in the Sonoma County. The firm has also to facilitate the collaboration efforts between the firms in the wine industry and other institutions that are to partner in hosting the event. Halleck has to draw a plan which will guide them in overseeing the function. The plan has to be inclusive of both the logistical issues which include transportation and accommodation of the guests who will be taking part in the event. Budgeting is an important tool which will help them to estimate the needed amount of money to furnish the venue of this event (Thorelli & Cavusgil, 1990).
Problem Statement
Most of the firms are opting to expand and diversify their businesses across the world due to globalization and the opportunities that accrue from global village effect. However, to achieve this, there is need for setting up global marketing strategies which are more often that not very challenging due ton logistical, financial and many other constraints (Kurtz, 2011). Global marketing needs adequate planning and preparations more so when it is conducted on a partnership or collaborative basis because it can be very complex and fail to succeed (Gospe, 2008).
This is the same case with the scenario where the Halleck Vineyard company wants to carry out a global marketing campaign inform of an event. The event is supposed to be held in Sonoma, United States though the company is expecting to attract participants from across the globe to partake in the event. The event will take quite a long duration – that is one week. The company is partnering with other firms in hosting the event. These firms include transportation firms and other information technology firms who conduct business virtually. The media has also to be involved in campaigning and advertising the event. This has to adopt an integrated marketing strategy which is very complex in this sense. The event is supposed to have a long marketing impact in the region and outside the region (Schultz, Tannenbaum & Lauterborn, 1994).The event comprises of a lot of objectives and has a lot of partakers and is likely to leave a lot of marketing leakages and loopholes that are likely to hinder the attainment of the set objectives. This paper thus looks deep into the event and brings out major issues concerning the marketing campaign.
Challenges & Opportunities
Global marketing campaigns are being encouraged by firms. However these campaigns involve a lot of planning and have very huge financial implications (Czinkota & A, R. I. (2007). They thus must be streamlined in order to meet the targeted objectives failure of which big loses will be recorded by companies carrying out the campaign (Kleindl, 2007). Being an international event that will require the incorporation of information technology to achieve a collaborative strategy in marketing, there is a likelihood of lapses in cooperation due to communication breakdown and the differing interests of the organizers.
The Sonoma World Wide Wine Week event offers a number of opportunities for the firms that will be participating in the event. Firms which will take part in the event have a chance to gain more customers. Halleck Vineyard will have a greater advantage here as wine will be the major product which the event will be marketing. From the participants who will attend the event, Halleck can gain customers from across the globe opening up its market. The integrated efforts in the management of this event could also be of help to Halleck in the sense that the company can broker business agreements and partnerships with these firms helping it to expand and diversify its business. This will however depend on the good business communication ethics that were utilized as the company collaborated with the other companies to host the wine week event. The firm could also borrow ideas from other wine processors and use the information to improve the brand of the wine that the firm prepares. If the event materializes and the region picks up as a world class leisure and business destination, there will be a constant and expanded market of the Halleck products.
Business Solution
Business collaborations can be successful only when a clear plan is made and the activities of each partner are clearly outlined in the plan. The plan defines the nature of tasks that will be performed by each of the business partners and draws a clear boundary in that no partner crosses into the boundary of the other as this brings flaws in the execution of the functions. Conflicts resulting from this are thus greatly minimized (Luther, 2001). Feedback mechanism forms part of the central components of marketing. The company should encourage feedback response from the partnering firms. Feedback mechanism helps in knowing the pace at which plans are being implemented therefore ease in pacing up of programs that appear to be stagnating or moving at a slower pace. Financial planning is very important in business and cannot be wished away at any level or in any activities that a business firm engages in. A firm must know how much finances are being pumped into a specific project and the expected output which is always evaluated relative to the amount of finances utilized in implementing the program (Krizan, 2011).
In this case here, Halleck had to plan for the amount of money that it will put into the event. Media choice and advertising are also play a big role in marketing. Promotions also aid a lot in marketing. Promotional events could help in mobilizing more people to attend the event. Halleck will use the social network and the internet in carrying out in advertising as this will reach a wider audience and is likely to increase the number of participants in the event. The more the participants in the event the more successful it will be and the more marketing objectives will be achieved.
Lessons Learned/Business Case
For any firms which have the aspiration to expand their business to the global scene, global marketing campaign is a very important tool. One way of advertising the products and services of firms is through the staging of events which attract international audiences. Nonetheless a lot of planning has to be done in order to ensure that the goals are properly and the mechanisms of implementation properly outlined in order to meet the targeted goals. This involves preparing for the risks and uncertainties and minimizing the risks which may be inherent in the marketing process (Saget, 2006).
A number of firms have however attained tremendous achievements in marketing through carrying out global marketing campaigns. An example of a company which has succeeded in the global market using global marketing campaign is Revel. In its global marketing campaign, the firm identified the leakages that come out in such campaigns therefore it came up with a methodology that can be utilized in global marketing in order to reduce the inefficiencies in the global marketing processes. The methodology involves cohesion in communication and an integration of processes which aids in the creation of effective strategies in marketing. Having interest in establishing the reasons that lie behind the failure of many global marketing campaigns, the firm executed a number of campaigns from which it identified a number of constraints in global marketing strategies. The major problems that were identified are inclusive of little or lack of feedback from the stakeholders, conflicting requirements for the campaign and insufficient corporate marketing agility (Revel, 2010).
Basing on the challenges, Revel was able to develop a better methodology to handle the global marketing campaign. The firm designed formal processes of communication between all the stakeholders. It also improved the measure of controlling quality. A number of solutions were devised to counter the challenges. Revel developed better feedback mechanisms for the participants through improvement of the processes of gathering information and feedback from the main stakeholders. Revel put in place formal channels of communication through the identification of all the core stakeholders including a proper designation of the functions that they are to perform in the campaign. The stakeholders were then grouped according the duties that they had to perform in the campaign. This was done to encourage collaboration and application of best practices of feedback communication. Revel also developed and implemented change management controls. This included centralization of communication which ensured the update of all the stakeholders thus alignment of all the campaigning strategies (Revel, 2010).
Conclusion
The Sonoma whine week is an event cum a global marketing campaign in which Halleck Vineyard wants to use to globally market its products – wine. The event has many stakeholders therefore many marketing communication challenges are likely to arise. For the campaign to be successful, a marketing analysis has to be done to identify the possible drawbacks. This could further be simplified by borrowing from the steps that were utilized by Revel in improving its global marketing campaigns.
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