Case 2-3: Argentina Uncorks Malbec; World Ready for a Glass
Case 2-3: Argentina Uncorks Malbec; World Ready for a Glass
1. Argentina’s wine industry has expanded beyond its home market and has reached consumers in all parts of the world thanks to thanks to winemakers’ concentration on cultivating Malbec grapes. Indeed, the industry has found an area in which it excels and was able to export specialized wines that appealed to a more global market, particularly the American market.
2. In order to help increase consumer understanding of, and appreciation for Malbec-based wines, Argentinian wine makers could promote their wine production by informing consumers on the processes that they use to produce the wine. By promoting the Malbec grape as a local product, and a true Argentinian cultural wealth, consumers may be seduced by the “exotic” nature of the product.
3. Given the ocean of excess wine affecting the global market today, Argentina’s wine producers should focus on the quality of their wine rather than the quantity produced in order to maintain or increase their market share. Indeed, to maintain its market share, the value perceived by the consumer is where success truly lies.
Case 2-3: Argentina Uncorks Malbec; World Ready for a Glass
1. Argentina’s wine industry has expanded beyond its home market and has reached consumers in all parts of the world thanks to thanks to winemakers’ concentration on cultivating Malbec grapes. Indeed, the industry has found an area in which it excels and was able to export specialized wines that appealed to a more global market, particularly the American market.
2. In order to help increase consumer understanding of, and appreciation for Malbec-based wines, Argentinian wine makers could promote their wine production by informing consumers on the processes that they use to produce the wine. By promoting the Malbec grape as a local product, and a true Argentinian cultural wealth, consumers may be seduced by the “exotic” nature of the product.
3. Given the ocean of
1. Argentina’s wine industry has expanded beyond its home market and has reached consumers in all parts of the world thanks to thanks to winemakers’ concentration on cultivating Malbec grapes. Indeed, the industry has found an area in which it excels and was able to export specialized wines that appealed to a more global market, particularly the American market.
2. In order to help increase consumer understanding of, and appreciation for Malbec-based wines, Argentinian wine makers could promote their wine production by informing consumers on the processes that they use to produce the wine. By promoting the Malbec grape as a local product, and a true Argentinian cultural wealth, consumers may be seduced by the “exotic” nature of the product.
3. Given the ocean of excess wine affecting the global market today, Argentina’s wine producers should focus on the quality of their wine rather than the quantity produced in order to maintain or increase their market share. Indeed, to maintain its market share, the value perceived by the consumer is where success truly lies.
Case 2-3: Argentina Uncorks Malbec; World Ready for a Glass
1. Argentina’s wine industry has expanded beyond its home market and has reached consumers in all parts of the world thanks to thanks to winemakers’ concentration on cultivating Malbec grapes. Indeed, the industry has found an area in which it excels and was able to export specialized wines that appealed to a more global market, particularly the American market.
2. In order to help increase consumer understanding of, and appreciation for Malbec-based wines, Argentinian wine makers could promote their wine production by informing consumers on the processes that they use to produce the wine. By promoting the Malbec grape as a local product, and a true Argentinian cultural wealth, consumers may be seduced by the “exotic” nature of the product.
3. Given the ocean of