BACKGROUND

Elephant wines is a fictional company dedicated to the sale and distribution of wine with Designation of Origin Ribera del Duero. It was founded in 1999 and since then its sales have been increasing.

Elephant (fictitious company), has a high quality wine, which has won some prizes and aims to become a reference for the younger consumers.

The fictional company has created an online sales platform and proposes a new sales strategy, based on the online channel to reach a wider market share and surpass the reach of its stores to the virtual experience.

1.Research and summarize the Spanish wine market in relation to the wine sector and an analysis of its competence. In addition, provide a brief summary of electronic commerce in Spain

2.Identify different customer segments and their positioning in the target audience of Elephant Wines (young people). Provide a SWOT analysis to identify the weaknesses and strengths of the company, and the opportunities and threats from abroad.

3.Specify the goals needed to align with the fictional business proposal to expand to a new sales channel.

4.Select the strategies that will serve as a route for implementing an online business in the market for the fictional company. You must include the different tactics of the Marketing-Mix and concoct the action plan to follow.

5.Propose a hypothetical schedule and timeline for each action.

6.Provide a fictional budget of the necessary actions to implement the proposal.

7.Define which measurement and control methods will be used to determine whether the proposed actions and activities are beneficial to the company or not. Justify the use of these tools.