Chateau Margaux - Swot Analysis

Strengths Weaknesses
 High level of control concerning labelling and production.
 Financial and legal barrier for new actors.
 Substitut low quality
 History of product.
 Fame product.
 Château Margaux premiers crus.
 Unique know-how.
 New clients growth of price
 Precise target  rich people.
 Special distribution.
 Need to know Château Margaux for appreciate wine.  New actors USA, Australia…
 Price very high.
Opportunities Threats
 Consumer prefers French wine.
 Château Margaux 15,5% of market share.
 Reglementationdistribution and commercialization.
 Wine consumption social and cultural.
 Evolution of oenology.
 New clients new market Asia and Russia.
 Law label guaranteeing the quality of French wine.
 Evolution of wine sector.
 Open new market China market.  Drop of market share (French wine), in foreign countries.
 New actor in Château margaux’s market.
 2008 crisis.
 Drop of exportation during 2 years (2008-2009)
 Crisis of French wine.
 New actors to reply of customer needs.

Determination of the Firm’s Competitive Position.

Expectations and Aspiration of customers and major stakeholders:

For all stakeholders and customer the brand image is important but also the quality of the wine and the history of the product.
Château Margaux is a “premiers crus” is the most famous group of wine in the world. This place in wine scale gives the price, label and special know-how at consumers and stakeholders.
This wine was respected all criteria of famous wine.

Success factors:
The main success factor of Château Margaux is the region of production ( Bordeaux) and the reputation of french wine but also the acceptation of Château Margaux in the group “premiers crus”.
Other success factor is the unique know-how of French vineyard.
This wine have a huge success since few years because is a luxury product and it’s not possible to consume this wine in a simple restaurant and it’s not