case global wine war questions

INTERNATIONAL MARKETING STRATEGIES EM 1F5M02 Fall 2013 (Group 1) Case Study Global Wine War 2009: New World versus Old This case presents a brief history of the global wine industry, and how competition has escalated in the last decade between companies from the Old World and those from the new World. Thanks to an in-depth marketing analysis of the document (market attractiveness, competitiveness, SWOT, competitive advantage, marketing plans, …) – and additional information if you feel it appropriate – answer the following questions: 1/ What changes in the global industry structure and competitive dynamics led traditional producers to lose market share to challenger from the New World? 2 / Which piece of advice would you offer today to the heads of the French wine industry association? Explain. NB: The analysis and diagnosis of the situation are as much important as are the answers to both questions.

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INTERNATIONAL MARKETING STRATEGIES EM 1F5M02

Fall 2013 (Group 1)

Case Study Global Wine War 2009: New World versus Old This case presents a brief history of the global wine industry, and how competition has escalated in the last decade between companies from the Old World and those from the new World. Thanks to an in-depth marketing analysis of the document (market attractiveness, competitiveness, SWOT, competitive advantage, marketing plans, …) – and additional information if you feel it appropriate – answer the following questions: 1/ What changes in the global industry structure and competitive dynamics led traditional producers to lose market share to challenger from the New World? 2 / Which piece of advice would you offer today to the heads of the French wine industry association? Explain. NB: The analysis and diagnosis of the situation are as much important as are the answers to both questions.

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