Chataux Margaux Business Case

10672 Words43 Pages
‘’Gosse du Margaux’’
A name which in English translates into ‘’Child of Margaux’’.
A wine that is created by Chateâu Margaux, one of the four wines that received the highest rank of Premier Cru.
The third wine carries the same prestige and luxury that the Margaux clienteles adore. Although the price is moderate paralleled to the existing two wines, the consumers recognize the definition of
‘’child of Margaux’’.

Index
INDEX 3
1. INTRODUCTION 5
1.1. COMPANY INFORMATION 5
1.2. PROBLEM STATEMENT 5
2. EXECUTIVE SUMMARY 6
3. EXTERNAL AND MARKET ANALYSIS 7
3.1. MARKET ANALYSIS 7
3.1.1. Import and Export 7
3.1.2. Customer Trends 7
3.1.3. Demographics 7
3.2. MAJOR SEGMENTS 8
3.2.1. Fine wine buyers 8
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To solve this problem we explain some of the background information, the current situation and gives a future perspective for Château Margaux. We introduced a third bottle of wine, under the brand name of Château Margaux, and this bottle will be called: Gosse du Margaux. 2. Executive summary
Château Margaux is currently in the market of the winery. As of 2013, the global wine market was valued at generating between $60-65 billion in annual revenues. The amount of bottles being produced was estimated to be over 30 billion. The production of wine has seen a shift from being produced in the ‘’Old world’’ to an increasing production of wine in the ‘‘New world’’. This shift created an increasingly upsweep in the global production of wine which resulted in a huge supply of wine to the market. This development forced many wine producers to lower their prices in order to be able to compete in the wine market.

Château Margaux will be expanding its market with a third wine titled “Gosse du Margaux”.

Château Margaux offers three types of wine, the first wine being the best and the third being the least good. The third wine is however, of such high quality that it is considered good enough to sell. The United States of America has a population of over 300 million people and because the wine

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