Analysis of the World Wine Market Essay -- Business Marketing Case Stu

Analysis of the World Wine Market TABLE OF CONTENTS 1. Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 2. World wine producers†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦..†¦ 1 3. World wine exports†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦..†¦.2 4. France productions, exports and international image†¦Ã¢â‚¬ ¦.†¦.†¦..3 5. Success of New World over the Old World : key factors†¦Ã¢â‚¬ ¦...†¦..4 6. Evaluation of different strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦....5-8 6.1 Premium & Standard wine market 6.2 Creation of an accessible French brand 6.3 The Global wine company (acquisitions and mergers) 6.4 Appellation d’origine controlee and competitive disadvantage 6.5 Protectionism versus being marketing oriented 7. World wine market: long term predictions†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..8 8. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦9 1. Introduction International competition on the wine market is characterized by a considerable disparity of strategies used by the different producers and wine-producing regions around the world. The objective of this report is to provide an understanding of the competition mechanisms between countries which are traditionally exporters - the â€Å"Old World† producers, represented by European countries - and the so called â€Å"New World† countries which today compete for the supremacy of the traditional model of wine growing and production. 2. World wine producers The distribution of the world wine producers is clearly detailed in the map below. The Old World producers are located in Europe. France, Italy and Spain are the main producers , followed by Portugal, Balkan states, UK and Germany. The European countries are still detaining a dominant position and they accounted for 70% of world production and consumption in 1999 (by data acquired by Euromonitor). The New World producers are scattered around the world and are represented mainly by: Australia, Chile, United States, South Africa, New Zealand, Argentina and Canada. 3. World wine exports The world wine export are still dominated by the Old World producers (see diagram below), with only three countries (France, Italy and Spain) which account for 60% of the world volumes exports in 2003. Among the New World producers, the largest exports are coming from Australia, Chile and United States. Another interesting characteristic is showed by the diagram below: the value of wine in exports market are increasing at greater rate than volume. 4. France productions, exports and international image ... ...duct quality and reliable supplies. The Old World future ability to counter the ongoing threat from New World producers will depend on adopting an extensive marketing approach: size, branding, distribution channels and new mergers in order to benefit from the new global economy will all play a fundamental role in determining its success. 9.  Ã‚  Ã‚  Ã‚  Ã‚  References http://www.bbr.com/GB/db/news-item/623?ID=HKKKBXLQ56900VN&first_news_F=1 http://www.calwinexport.com/pages/MarketInfo.htm http://www.euromonitor.com/Wine http://www.export.gov/exportamerica/NewsFromCommerce/nc_New_Wine.html Global Trade Atlas-Global Trade Information Source 2004 http://www.greekwinemakers.com/members/news/2003/030426.shtml http://iblnews.es/noticias/09/116440.html http://www.jancisrobinson.com/winenews/jr779 http://www.just-drinks.com/features_detail.asp?art=1026 Kotler P., Armstrong G., Saunders J., Wong V. (2002) Principles of Marketing, Pearson Ed.Ltd, pp.185-188 http://www.waitrose.com/food_drink/wfi/drinks/wine/0203046.asp http://www.wine.co.za/News/News.aspx?NEWSID=5995&Source=News http://www.wineloverspage.com http://www.wineoftheweek.com/winervw.html