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Luxury Wine Case Study

The luxury wine industry is large with over 1 million winemakers worldwide producing over 2.8 billion cases per year. France and Italy are currently the top producers but China and the US are growing. The industry is evolving through wine tourism and innovations like partnerships. For a luxury wine company, strengths include high quality products and reputation while weaknesses include a lack of distribution and high prices limiting younger customers. Opportunities exist in expanding to new markets and customer bases while threats include new competitors. Entering new markets like China requires understanding local laws, marketing stories in the local language, tailored products, suitable locations, and using social media. Human resource management is key to long-term success through recruiting the right people, allowing innovation, and making

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216 views14 pages

Luxury Wine Case Study

The luxury wine industry is large with over 1 million winemakers worldwide producing over 2.8 billion cases per year. France and Italy are currently the top producers but China and the US are growing. The industry is evolving through wine tourism and innovations like partnerships. For a luxury wine company, strengths include high quality products and reputation while weaknesses include a lack of distribution and high prices limiting younger customers. Opportunities exist in expanding to new markets and customer bases while threats include new competitors. Entering new markets like China requires understanding local laws, marketing stories in the local language, tailored products, suitable locations, and using social media. Human resource management is key to long-term success through recruiting the right people, allowing innovation, and making

Uploaded by

api-308966986
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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LUXURY WINE

CASE STUDY
Stephanie
LI JIA
XIAO HANXI
LONG LIXIAN
ZHAO RONGQI
WINE AND ITS
INDUSTRY FUTURE
The wine industry: More than 1 million winemakers in the world
producing more than 2.8 billion cases per year
Now
Biggest Future main Biggest wine
producer: producers: consumers:
France, France, USA,
then Italy, Italy, France, Italy,
then Spain, Spain, Germany,
& U.S.A. China, China,
and USA &UK
Evolution of wine
industry:

Wine
tourism

Innovation Partnerships
SWOT ANALYS
Strength Weakness
The essential ingredient determine a win
Lack of own distribution channel
es character
Highquality product with high reputation High price for younger wine
Excellent vineyard farming techniques enthusiasts

Opportunity Threat

More potential customers and market lNo experience in launching and capitalizing
on a brand with a lower price point
Interpersonal relationship
lWorry of existing customers
Learn from those producers in terms lIncoming competitors
of marketing
lA distinct marketing and distribution strategy
ADVANTAGE

1.Expand customer base


2.Occupy new markets and Consolidate the
existing market
3.Adapt to the change of times, the change of
consumer group
4.Make full use of resources to gain more profit
The Long Tail

In this era with rapid


economic and technological
development, it is a time to
focus on the long tail and the
benefits of long tail
Human Resource management
From organizational perspective
Disadvantages cannot be neglected

1.High initial investment


2.the estates proven expertise could be
diverted from Chteau de Vallois itself
But benefits will overweigh the disadvantages

CORE
EXPERTISE INNOVATIVE COMPETITIVENESS
Recruit the right person New brand needs Make human resources
for the right position new leaders your core competitiveness

= long-term success
How to make good use of human resource management?

New manages and employees will bring new


management system witch may be more efficient
and effective
Family members will still be the center of the
whole company
EXAMPLE
HOW TO ENTER THE CHINESE MARKET

FIVE KEY STEPS


The laws
Translation& stories
Specific products
Appropriate location
Social media
THANK YOU FOR LISTENING

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