Analysis of the Sula Wines - Case Study

Authors Maria Patricia Melanie Nastasia Laetitia Syam Deepak Alok 14th Decem er! "#1$ Word Count%

&ey Strate'ic Challen'es in 1( )acin' Sula Wines * tainin' Licenses for li+uor in ,ndia -here it is difficult to approach the 'o.ernment and 'et ri'hts to produce Li+uor( /a0es are hi'h on Alcoholic 1e.era'es and hence it makes e0ports a little more pricey /he audience is tuned to elie.e that Alcoholic e.era'es are to0ic and are not appreciated y reli'ions( Deli.ery is tricky in ,ndia considerin' the di.erse terrain and other factors that make se.eral parts of the market inaccessi le( /he ne0t step for Sula is unclear for Sula -hile their sales seem to e flattenin'( "( Consultant Ad.ice ,ndia -orks on similar concept as 2uan0i( ,t is essential for the company to form contacts -ith the ri'ht authorities and this -ill help them impro.e the /a0es for them and also the pro.isions for Licenses( Audience is shiftin' slo-ly to-ards drinkin' alcoholic e.era'es( 30portin' to 4& and other international markets like 5apan -here Sula ha.e a small fan follo-in' should help the company sustain their sales( ,t is important to chan'e the perception of the audience to attract more consumers( /he product can e positioned as a more healthy! social drink that can e consumed y families on occasion( ,ndian Defence industry is a 'ood opportunity and hence can e a 'ood tar'et market- it offers /a0 su sidy and lar'e amount of consumption( )or the distri ution net-orks! the company can create a net-ork of their o-n o.er time y mimickin' the net-ork of i''er players in the market( /he market responds to push strate'y( Sula should 'i.e incenti.es to distri utors and retailers y profit sharin' models( Stren'th Weakness *pportunities /hreats