Global Wine Wars Essay

Words: 1177
Pages: 5
Open Document
ADVANCED MARKETING MANAGEMENT

CASE REPORT: Global Wine Wars: New World Challenges Old
(Harvard Business School Case # 9-303-056) NMI

1. How did the French become the dominant competitors in the increasingly global wine industry for centuries? What sources of competitive advantage were they able to develop to support their exports? Where were they vulnerable?

French wine makers also face challenges that are not internal to the industry. For instance, France lost market share in the United States due to informal boycotts in the wake of the Iraq war. The rise of the euro against other currencies, such as the 30% increase relative to the dollar in the last few years, has put French wines at a comparative cost disadvantage. But …show more content…
New World Challenges Old With the emergence of New World players in the global wine industry many of the Old World players have been losing market share. At first France, Italy, Spain, and Germany simply laughed at the wine-making techniques of the new players -U.S, South America, South Africa, Australia, and New Zealand. However, it quickly became apparent that the newcomers pose a serious threat to the traditional winemakers. The French were especially hurt when they began to lose their global market share as well as the coveted U.K. market to the Australians.

Allows analysis of the way in which newcomers can change the rules of competitive engagement in a global industry. How incumbents can respond, especially when constrained by regulation, tradition, embedded values, and a different set of capabilities than those demanded by the emerging market by changing consumer tastes and market structures.

The case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers, the battle for the US market, the most desirable export target in 2009 due to its large, fast-growing, high priced market segments.

REINVENTING THE MARKETING MODEL: New World producers revolutionized the packaging and marketing aspects of wine making. Americans and Australians greatly impacted wine packaging by replacing the Old
Show More

Related Documents: Global Wine Wars Essay

Too High To Fail Analysis

the use of drugs, the US government declared War on Drugs. However, the problem of using drugs is not exclusive to the United States. The problem has become global, but some governments deal with it with more conviction than others do. The book Too High to Fail: Cannabis and the New Green Economic Revolution by Doug Fine explicitly captures the sentiments of many people who imbibe marijuana (Fine). In this book, the author examines how the failed Drug War has placed a massive economic and social burden…

Words 997 - Pages 4

Coffee and Ap World History Essay

should expect to spend approximately thirty minutes to one hour each night of the week in preparation for class. Summer Assignment: The purpose of the summer assignment is to provide you with a foundation for the study of world history and current global issues. It is imperative that you complete this assignment in a thoughtful and analytical fashion. DO NOT WAIT UNTIL THE LAST MINUTE. We have provided the College Board AP World History Themes and the Habits of Mind to help guide you when completing…

Words 1404 - Pages 6

The History Of Drinks On Human History

21st century through the lens of beer, wine, spirits, coffee, tea, and cola. Beer was first made in the Fertile Crescent and by 3000 B.C.E. was so important to Mesopotamia and Egypt that it was used to pay wages. In ancient Greece wine became the main export of her vast…

Words 1552 - Pages 7

Student: Philippines and Marketing Support Fund Essay

Perform country risks analysis (chapter 6). I. Country Risk Tier level four in the following three categories: Political, Economic, and financial 1. The partially to fully inadequate regulatory structure relatively unpredictable and nontransparent political environment in addition to domestic insurgencies, terrorism, and security issues negatively impact the business with underdeveloped capital markets and the Philippines’ ability to attract much-needed foreign investment. * The likelihood…

Words 2477 - Pages 10

How Did The Neolithic Revolution Contribute To Increased Trade

Throughout history power has been the main objective of every country. During the early days of time, when human development first started, exploring Earth was impractical for everyone. It is said that humans were first founded in Ethiopia and from there many individuals traveled across the land and dispersed to different places. At the time, no one knew how to travel across the bodies of oceans. Some even believed that the world was flat and if someone were to cross the ocean then they would fall…

Words 1276 - Pages 6

6 Glasses Questions Essay

agricultural based societies, and advanced humanity a step unto a more domesticated and "civilized" lifestyle. 2. Gender inequality associated with drinking wine was prominent in ancient Greece. Men could participate in many activities, such as political discussions, social gatherings, religious rituals, and private drinking parties (called symposion) where wine drinking took place, but women were not allowed to. Although not permitted to participate in the symposion, food was often served to the men by female…

Words 1593 - Pages 7

Spain Research Paper

succession to the Crown, and to producing a dynamic in national political history. Twice the monarchy has given way to the republic from 1873 to 1875 and then to 1931 to 1936. The 2nd Republic was sabotaged in 1936 by military uprising. After the civil war, General Franciso Franco in 1939 established a fascist and Catholic dictatorship that lasted until he died in 1975. A legacy of Spain’s medieval convivencia (which means living together) which includes people from all religions including Christians…

Words 993 - Pages 4

Essay about A History of the World in 6 Glasses

first great civilizations" (pg 30). In other words, beer lead to writing as well as the first forms of government. The next drink, wine, is just as old as beer. In Mesopotamian culture, wine was seen as an exotic drink for the elite. The Greek soon developed formal drinking parties, or symposion. The Greek saw wine as a primary aspect of their culture, as the type of wine one drank "indicated how cultured you were" (pg 56). The Greek culture was absorbed by the successors of Mediterranean trade, the…

Words 1344 - Pages 6

Master: United Kingdom and Johnnie Walker Essay

whisky. Having made his name along the trading routes of the British empire, Johnnie Walker might be expected to support the Eurosceptics’ contention that Britain would be better o unshackling itself from an ailing EU to seek its fortune on the global stage. After all, the best hope of nding new Scotch-drinkers lies with newly auent Indians and Chinese. Yet talk to whisky-makers and what is striking is that they see the EU and its single market as vital, both now and in future. Far from being…

Words 957 - Pages 4

case 5 Essay

CASE 5 Qantas in the global airline industry, March 2010 Dallas Hanson Un¡versity of Tasmania In mid-2009 Alan Joyce, chief executive officer (CEO) of Australia's national airline, had a range of difficult decisions to take. Qantas was at a crossroads, still profitable, but in the middle of a financial crisis that posed a threat to the whole airline industry. What alternatives should he contemplate and what should he do? The history of Qantas Early years Qantas started in l92O in Winton…

Words 2995 - Pages 12