Advanced business cases in strategic management – Group 10 - Chateau Margaux : Launching the Third Wine 1. Identification of the problem How should Chateau Margaux best market and launch their new offering – their third wine? Previously considered a left-over‚ the quality of the third wine in 2009 was so good and unexpected that the management team of the vineyard decided to sell as a Chateau Margaux wine. This raises the following subquestions: a. To which target consumer and market should
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Château Margaux Case 1- Château Margaux’s distribution system Château Margaux is one of the well-known wines from the Bordeaux region in France. It is famous by the fact that this wine has got a luxury and high quality notoriety‚ and also stand out from the competitors thanks to the quality of is first growth produce with carefully selected grapes. With only two mains wines (first wine: Chateau Margaux; Second wine: Pavillon Rouge; See in Exhibit 2) Chateau Margaux is a famous wine all over
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in France with centuries of traditions‚ which is key to its reputation. Price can be seen as a product cue to purchasers of wine. Indeed‚ it can be used by consumers as an indicator for quality and therefore brand. The scarcity of top Bordeaux château on the market keeps the demand and prices high while wine is still in the barrel. The market sees Bordeaux as a luxury product. Consumers frequently make decisions based on the information from both the retail environment and their own product knowledge
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Name of Product: Chateau Margaux Type of Market/Industry: Wine producer Market Definition: The market for Chateau Margaux is the people who enjoy high quality wines and luxury buyers Key Trends: Decreasing UK markets (connoisseur) who are loyal‚ increasing luxury buyers from Japan‚ China and Russia. Moreover‚ some critics preferred heavier and darker wines which influence consumer’s change in preferences. Core Problem: Should Chateau Margaux take control over the distribution and marketing
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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. Reglementationdistribution and commercialization. Wine consumption
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are as well paid early. Customers benefit because they get a high quantity. 2. How is price set? Trace the process from the sale of the first tranche to the sale of a bottle in a wine store for $1‚200. Why is the process so complicated? 3. Is Chateau Margaux a luxury brand or a connoisseur’s brand? There is a wide distribution of small amounts of this wine all over the world. This creates a scarsity on the market and helps for raising the price. This is done for the reason to make customer feel that
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Fairmont Chateau Lake Louise Background: Fairmont Chateau Lake Louise is a luxury resort‚ situated in the world’s most mesmerizing natural settings‚ within the Banff National Park in the Canadian Rocky Mountains‚ overlooking one of the most photographed panoramic sceneries in the world. The resort hotel is owned and operated by Fairmont Hotels and Resorts of Toronto‚ Canada. Fairmont Hotels and resorts is a leading North American operator of luxury hotels‚ with properties in Canada‚ USA‚ Mexico
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The royal Château de Chambord at Chambord‚ Loir-et-Cher‚ France‚ is one of the most recognizable châteaux in the world because of its very distinctive French Renaissance architecture which blends traditional French medieval forms with classical Renaissance structures. It is located between the untamed royal river and the wild woodlands‚ which is home to many boar and deer. Building of the château was begun by Francis I in 1519‚ and was completed in 1547. The design itself can be attributed
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Chateau Lafite Rothschild (China) SWOT ANALYSIS Situation in China: China is one of the most important markets in the world‚ and with a growth of the Chinese economy in the past decades; it has encouraged international suppliercompaniess to enter the Chinese market. Living standards as well as purchasing power parity have improved since the countries openness to a market-oriented economy. Due to this openness foreign companies have attracted the consumption of
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Marketing Chateau Margaux Questions 1. How does the Bordeaux wine system work? 2. Who benefits and how? 3. How is the price set? 4. Trace the process from the sale of the first tranche to the sale of a bottle in a wine store for $1200. 5. Why is the process so complicated? 6. What role does a writer like Robert Parker play? 7. Is Chateau Margaux a luxury brand or a connoisseur’s brand? 8. What problems face Corrine Mentzepoulos? 9. What if anything should she do?
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