Quint winery | Exploring possibilities to enter the Japanese market | | This study aims to give Quint winery a solid advice wether to enter the Japanese market or to look for other ways to expand their market. | | Roderick d’Hont 48632 | 1-1-2011 | |
1 Contents
1 Case discription 3
2 Analysis 3 Uncovering the potential of the Japanese market 3 How to locate potential Japanese purchasers 4 Should Quint winery visit japan or should japan visit quint winery 4 Entering Japan solo or together with other companies 5 Marketing research 5
3 Conclusion 5
1 Case discription
Quint winery is a wine producer located at the Mosel River Valley in Germany. As the home market is becoming increasingly saturated and the competition is
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An Embassy is always a good source to gather lots of information about a country’s culture, regulations and so on. It also functions as a safe haven where anyone can go to, whenever they find their self in problems of what so ever.
Another place where Quint Winery should show it’s face is at exhibitions concentrated on food such as FOODEX Japan. This exhibition is the biggest in Japan concerning food and beverages. A lot of large trading companies and mass merchandisers present themselves at such a big event.
Should Quint winery visit japan or should japan visit quint winery
Traditionally German wineries market their wines directly to consumers . The commonly used tool to attract costumers is the wine tasting party. The customers visit the winery where they taste the wines, get a tour of the vineyard and maybe even a diner where the wines a served to accompany dishes to make them an even more convincing choice for the potential customer. This way of marketing suites Quint Winery pretty well. As it is Mr. Quint’s objective to retain the traditional and individual character of the company the holding of wine tasting parties is the best way to showcase this vision to his potential customer. The atmosphere is way bigger at a tasting party on site than it would be on a exhibition. There for, Japanese company representatives visiting a tasting party would be very
Bonny Doon Vineyards, a successful winery business based in Santa Cruz, California, has grown from selling 5,000 cases of wine a year in 1981 to 200,000 cases a year in 1999. To keep growing and be more profitable, the business must choose amongst three possible strategic directions. The first strategy is to start importing wines from Europe into the United States. The second alternative is branching into a retail outlet for unusual wines of great value, accompanied by a high level of service. Lastly, the business’ D.E.W.N could be expanded to include wines not made by the company itself but by other wineries that follow the same values and philosophy.
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The scope of the innovation expertise that New World wine producers have is value-chain wide in scope, and in-depth enough to completely re-order manufacturing, fermentation, distribution channel, pricing, marketing and customer service (Cholette, 2009). New World wine producers
Vincor does market wine alternatives itself, as a way of dealing with substitute demand. Vincor makes cider and has a wine kit business division (Spagnols) that gives Vincor some product diversification. Partly because of the ease of competition and as part of the differentiation and protection of the Canadian wine industry, Vintners Quality Alliance (VQA), a quality assurance program that identifies Canadian premium grape content, assists in making start-up more difficult for those wishing to emulate Canadian wine brands. The dollars spent on marketing and brand loyalty play a large part in protecting market share and there are certain absolute cost advantages that contribute to establishing some barriers to new competition. Ultimately, there is little cost to the consumer when considering switching brands. Experimentation in wine drinking is often a characteristic of the wine drinking market and thus can contribute to promoting new substitute entry into the market.
As the marketing manager of Bonatelli Wines, I have been asked to prepare a marketing program to establish Bonatelli Wines in a South East Asian Market in which I believe offers the best opportunity for expansion. Working with my team of staff members Maria, who is responsible for advertising and promotions, Thomas, who manages liaison with the current US distributors, and Rob our freelance web designer we will execute a marketing program that manages to compliment the objective of Bonatelli Wines.
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