Rfid in Wine Industry in France

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.

The dynamics of the global wine industry are better understood through a brief history of wine as well as an overview of the wine making process. Some countries have longer historical and cultural ties with wine then others and that can affect the quality and perception of the product in the eyes of the consumer. Also, the conditions in which the wine grapes are raised and the processes used to make the wine can create a superior wine and therefore a competitive advantage.

The buyer’s power within the wine industry varies between different places in the world. There are for example strategic differences between Europe and the “New World”. The “New World” includes countries like the US, Australia, Chile and South Africa. In Europe there is a big competition

The tags with Parker’s ratings also influence the placement of the wines in a retail stores. Parker’s influence to the wine industry did create many benefits to the consumers but a long with it some controversies. (Appendix 1)

TastingRoom Inc. has launched a new technology that allows wineries to offer authentic 50 ml sample-sized bottles of their products. The process allows for wineries to package and preserve the exact quality and taste of their wine, in a sample size bottle. This is an excellent opportunity for Stratus to promote and distribute their wine. Stratus’ eco-conscious technologies are expensive and technology has a reputation of becoming obsolete, Stratus faces the threat of their state-of-the-art technologies becoming expendable.

When people think of French gastronomy wine is an essential component of her culture. While it remains a one of many licit joys the French indulge in, this gluttony is an important image and offering to tourist. Although parts of France greatly rely on the production and manufacturing of wine more than the actual consumption, they still rather enjoy their wine. Oenology in itself is a very interesting study and takes the appreciation of the drink to a whole new level. French wine is much like the French themselves its well-dressed, elegant, never overpowering, and well behaved. Even on the topic of Oenology the variety and quality that France provides is incredible. Two well-known regions, Rhône and Bordeaux, produce the some famous wine names such as Côtes-du-Rhône and Château d 'Yquem. The Côtes-du-Rhône is more earthy and tends to be described as rustic while Château d’Yquem is a sweeter or dry wine, and also holds the record for most expensive wine bought at 117,000$. Avoiding great detail it’s easy to say that the difference starts in the soil that makes the grapes. In a way the wine can be seen as a model for modern production and food by promoting quality and variety, in other words, an optimistic point of view for French food. France is always advancing in food and wine production therefore it is a fair assumption that they will continue to grow together.

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.

Since Cork’d inception in February 2006, the company was designed for and by wine lovers. Time showed that this industry had such a demand that needed more dedication and that is when

As the industry changes, wineries offering wine clubs must also change, and always promote the wine club as something fun to do. Fresh ideas and changes to wine will ensure the club keeps up with consumer tastes, competitive pricing, and sustainable farming practices. As more consumers formulate ideas based on website information in making decisions to visit a winery on an upcoming vacation, a well-written website is important. Most wine club members are tourists with only about 20% being “day trippers” (Penn, pg. 73). Therefore, use good strategy when developing a website and hire professionals (Williamson, 2014). Furthermore, wine club members enjoy wine and make it almost a hobby. For some collecting wine is a “cultural and educational experience” (Williamson, 2014). Providing what a wine club member needs and desires, can deliver greater commitment and interest to the wine, leading to purchases

In 2001 there were over 1 million wine producers worldwide, and no firm accounted for more than 1% of global retail sales. Because of this, it would be nearly impossible for the Robert Mondavi winery to dominate sales in any region. Due to Mondavi’s efforts, the winery became one of America’s most innovative,

More people are drinking wine today than they have in the past. This growth has been predominately in the Baby Boomer and Millennial demographic segments. Millennials represent 32% of the “core drinkers.” Many of the wine and spirits companies are targeting a younger generation through sponsorships and promotions in trendy night club hot spots. It appears that the Millennials behavior is moving in a similar fashion to the Baby Boomers in their alcoholic beverage preferences. Due to the mere size of the Millennial generation this trend seems to be crucial for future profitability, and the success of the companies that can compete for these consumers. We will be examining other consumer tends such as healthy lifestyle, green production, and aspirational buying will be examined further in the market/submarket analysis section.

Chateau Margaux is one of the five first-growth Bordeaux wine producer; it and has one of the finest names of Bordeaux and the number of drinkers worldwide is growing through the years. Chateau Margaux’s wines are used by the connoisseurs and luxury consumers. They are facing an uncertain future, because of losing market to New World producers (such as California, Australia, South Africa and New Zealand) which have lower prices and more accessible flavours. Nowadays wine drinkers are changing tastes, which could cause a big problem.

In the most recent years, domestic sales of wine has declined constantly. The wine consumption is becoming more occasional. This is partially due to an aggressive anti-alcohol campaign and driving restrictions set by the local government, but also facilitated by a lack of marketing strategy: the wine market is loosing touch with the youth (the average age of wine drinker is gone up from 35 to 55) and young people are getting more keen to beer or alcohol pops.

Nowadays, in the “Old World” countries of Europe, where the bulk of the volume is still produced, this is of great concern. However, consumers, especially younger drinkers, prefer the high quality wine from famous brands which are imported into Europe by the “New World” player, and the growth rate is at average10% per

This paper will outline an executive summary of a marketing strategy of a new wine brand to a targeted audience that will incorporate the buyers motivation, psychographics, and demographics. A description of the overall marketing strategy will include advertising, customer relationship manager and a Public Relations campaign. Finally, a an overall strategy to position the brand against the competition will be outlined.