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Best Entry Mode Into the German Wine Market

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Best Entry Mode Into the German Wine Market
Executive Summary

The purpose of this report is to thoroughly analyse the German wine market in order to suggest the best suited entry mode for the Australia wine company, GoldenDrops. A detailed study of the company is done to identify its strengths and weaknesses. The company is highly reputed and has the global experience required to enter the German wine market. The German wine market is deeply explored and analysed to identify the opportunities and threats that GoldenDrops is likely to face in the German market. On the whole, the German market is not so attractive to new entrants due to slow growth in the industry, high competition within the industry and high government regulation. However, a company like GoldenDrops that has experience in the European wine market can still find opportunities in the German industry such as increasing market for non-alcoholic and organic beverages. Three entry modes, exporting, acquisition and joint venture, are analysed based on its advantages and disadvantages. Joint venture will prove to be the best entry mode for GoldenDrops in terms of economic growth, acquiring of market knowledge and sharing of loss and risks.

CONTENTS

1.0 Introduction.......................................................................................................3

2.0 Company Profile of GoldenDrops.....................................................................4

3.0 SWOT Analysis of GoldenDrops.......................................................................4

Table1 : SWOT Analysis of GoldenDrops...............................................................5

3.1 Strengths.................................................................................................6-7

3.2 Weaknesses............................................................................................7-8

3.3 Opportunities........................................................................................9-10
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