Influence of UK economic and market policies on a small wine merchant

Abstract

This study shows how the economy and market policies, norms, laws, and rules can affect small wine merchants within the British market (and beyond). Thus using a marketing mix for market analysis, it is paramount to consider differences among countries, politics, distinct cultures, and economies. This research considered and scrutinised all aspects of the wine business and industry. A small wine merchant company was chosen for this case study and business analysis using PESTLE analysis and Porter's five forces model. The results underline the importance of a correct marketing strategy as the key to success: this case study of a small wine merchant's structure enables identification of the most suitable approach for small wine companies in the UK. The research design supports an enhanced understanding of company culture as well as the environment of the British market, with implications for identifying the correct planning and strategy.