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Subject category: Marketing
Authors: Christian Felzensztein (The University of Strathclyde)
Published in: 2003
Length: 18 pages
Data source: Field research

Abstract

Some of the most dramatic changes in the global wine industry are due to the competition between the traditional European producers and the 'new world' wines. Then, as the market for 'new world' wines continues to grow, producers in Chile face the challenge of achieving a clear position in the market which will enable them to capture market share and increase profitability. To confront this task those responsible for marketing Chilean wines must address a number of key questions related to their current position in the UK market. This challenging case gives potential for the use of many marketing diagnostic tools such as PEST analysis, SWOT analysis, the Ansoff matrix, portfolio analysis and segmentation. Users should also become aware of the importance of the country of origin effect issues for the design of international marketing strategies.
Location:
Other setting(s):
2002

About

Abstract

Some of the most dramatic changes in the global wine industry are due to the competition between the traditional European producers and the 'new world' wines. Then, as the market for 'new world' wines continues to grow, producers in Chile face the challenge of achieving a clear position in the market which will enable them to capture market share and increase profitability. To confront this task those responsible for marketing Chilean wines must address a number of key questions related to their current position in the UK market. This challenging case gives potential for the use of many marketing diagnostic tools such as PEST analysis, SWOT analysis, the Ansoff matrix, portfolio analysis and segmentation. Users should also become aware of the importance of the country of origin effect issues for the design of international marketing strategies.

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Location:
Other setting(s):
2002

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