Marketing Research

31 Pages 7827 Words

y. Fetzer’s problems with value and distribution may be affected by a lack of awareness. This leads to lack of awareness, which may be a result of the availability of funds.
Scope
The problems associated with Fetzer are not concentrated to a local or specific region. Problems stem almost everywhere Fetzer is sold, nationwide. There are two aspects of Fetzer’s business that their current problems are impacting the most. The surplus of grapes in the state of California is one factor that is greatly affecting Fetzer’s pricing strategy. California is producing too many grapes, which in turn is driving the price of wine down. Consequently, the lower the price of Fetzer, the less promotional capital will be available to the company.
Fetzer’s problems have also interrupted the brand’s product positioning. A reason behind the poor visibility of Fetzer is that wine is less profitable for the supplier, so it leaves less promotional dollars to utilize. As a result of poor visibility, wine selection for American proves to be dif...