Spanish language
Subject category:
Strategy and General Management
Published by:
Tecnologico de Monterrey
Version: 9 October 2009
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Abstract
In October 2008, the Mexican businessman Alfredo Ruiz Sanchez had been the director and co-owner of Chateau Fonchereau located in the Bourdeaux region of France for three years and ten months. Alfredo had succeeded in being the first and only producer from Latin America in the region and was happy to see his dream come true, to own and operate a vineyard in France. He reflected: 'In the last few years, the wine market has become very competitive. The new producing countries like Australia represent a growing threat each year.' Sales for the second year had begun and he needed to develop a short term strategy for the market and resources to be focused on. Nevertheless, regarding the scenario of the global wine market, he wondered: 'How can I be competitive in this industry? With the global crisis in the economy, my strategy will be decisive for the permanency and consolidation of Chateau Fonchereau in the market. Whether or not the vineyard begins to be profitable next year depends on this decision'.
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Abstract
In October 2008, the Mexican businessman Alfredo Ruiz Sanchez had been the director and co-owner of Chateau Fonchereau located in the Bourdeaux region of France for three years and ten months. Alfredo had succeeded in being the first and only producer from Latin America in the region and was happy to see his dream come true, to own and operate a vineyard in France. He reflected: 'In the last few years, the wine market has become very competitive. The new producing countries like Australia represent a growing threat each year.' Sales for the second year had begun and he needed to develop a short term strategy for the market and resources to be focused on. Nevertheless, regarding the scenario of the global wine market, he wondered: 'How can I be competitive in this industry? With the global crisis in the economy, my strategy will be decisive for the permanency and consolidation of Chateau Fonchereau in the market. Whether or not the vineyard begins to be profitable next year depends on this decision'.