Sokolin is one of the nation’s premier fine wine retailers, offering rare and collectible wines to discerning clients. In a market where digital experience, customer loyalty, and curated service define competitive advantage, Sokolin seeks to better understand the evolving landscape of wine eCommerce—both in the U.S. and select global markets. 

MBA students will lead a comprehensive competitor research and benchmarking initiative to assess how peer companies are approaching customer experience, order incentives, loyalty programs, marketing campaigns, digital strategies, and international expansion. Their findings will directly support Sokolin’s executive team as they refine growth and innovation strategies. 

·        Identify and profile key domestic competitors (e.g., Wine.com, Vivino, Benchmark Wine, Total Wine, K&L, and other specialty fine wine merchants). 

·        Evaluate competitor offerings across customer experience, including service models, shipping/returns, order minimums, packaging, concierge services, and loyalty programs. 

·        Conduct a digital strategy analysis including technology stack, advertising tactics, and presence across search, paid social, and affiliate channels. 

·        Analyze customer and order incentives, including bundling, referral offers, first-time purchase discounts, subscriptions, and seasonal promotions. 

·        Benchmark digital marketing strategies: email flows, SMS engagement, SEO/SEM presence, influencer use, and content marketing. 

·        Assess the market positioning and entry strategies of top competitors in high-potential global regions (e.g., UK, Hong Kong, Singapore, UAE). 

·        Synthesize findings into a tactical recommendations roadmap to enhance Sokolin’s competitive edge. 

This project will be considered successful if the student team: 

·        Clearly articulates the differences in customer strategy among Sokolin’s competitors. 

·        Identifies gaps or innovation opportunities Sokolin can pursue. 

·        Provides a synthesized view of the global competitive landscape in key growth markets. 

·        Produces actionable insights Sokolin can integrate into marketing, product, or technology planning. 

·        Delivers a final report and presentation of professional quality that sparks internal strategy conversations.