...as The New Geographical Market To Export Melita Wines Executive Summary In this report focus is brought forward to the Chinese wine Market. A detailed analysis is done on the market, followed by the competition faced by imported products. Key locations in China for wine importation are named and the Chinese drinking habits are analyzed. The Chinese and Maltese relations are studied. And Cisk is taken as a case study as a success story of a Maltese company that is exporting beer to China and is seeing profits. Lastly, the recommendations and way forward are said as a conclusion. Table of Contents Contents Page Title Page 1 Executive Summary 2 Table of Contents 3 Chinese wine industry 4-5 Competition and Pricing 6 Key locations 7 Drinking habits 8 China- Malta relations 9 Case study 10 Recommendations 11 Bibliography 12 * Brief History of the Chinese Wine Industry While there have been commercial wineries in China since the end of the 19th Century, production has only evolved into a serious industry in the past two decades. There are now an estimated 450 wineries, although the largest four hold around 50 % of the market share. Imported wine reached the height of its popularity in 1996 when it occupied half of the Chinese market. When China moved to restrict wine imports with quotas and high tariffs, domestically produced wine increased its dominance...
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...internationalization management 15 WINE MARKET 17 Profiles of Country Producers 17 CHINESE WINE MARKET 25 Overview 25 Wine market overview 28 Imported wine 32 Italian case 36 Future prospective 45 REFERENCES 48 Bibliography 48 Consulted website 52 INTRODUCTION The purpose of this work is to analyze the growth and evolution of the wine market in China. In particular we will focus on the internationalization of the global wine producer countries in this new emerging market and which are the futures prospective and possibilities of this young market. This paper is composed by four main sections: 1. Theoretical framework; 2. Wine market; 3. Chinese wine market; 4. Italian case. First of all we need to understand what we mean when we speak about internationalization. Through a theoretical chapter, using the existing literature about internationalization, we will explore its theories, evolution and which benefits it may bring to the firm that implement it, showing how important it became in the globalized world in which companies work nowadays. Afterward we are going to analyze, thanks to the data taken by reliable sources, the global market of wine, showing its fragmentation, which are the main player and their characteristics. Now that we have a general panorama, we can concentrate on the Chinese market, its cultural and economic features, and the evolution of its wine market. Finally we will focus on the Italian case THEORETICAL FRAMEWORK ...
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...Market Growth of Imported Wine in China By Yuki Mabuchi Brief Introduction With rapid growth of Chinese GDP over the past few years, China is now the world's fastest growing wine consumption market and yet still has huge potential as a market growth. Since Wine drinking is considered a healthier alternative to spirits and somewhat trendy, red wine is particularly popular in China. However, 90% of the wine consumed in China is still produced locally, and it is marketed as low price wines. Therefore, it is impossible for imported wines to compete with Chinese wines on the price. Each imported wine company are challenged to find their differentiation and own marketing tools. Even though market percentage for imported wines is 10%, the prospects for continued growth are huge because of the rapid increase in wealth and increasing urbanization of the population. The main topic for my research is to analyze market growth of imported wines in China followed by Chinese WTO regulations. The research estimates the impact of market growth according to import tariff rate which declined to 14% since China joined WTO. In addition, all imported wines are subject to a range of additional taxes, duties or fees, such as liquor tax, education tax, value-added taxes and consumption taxes. These taxes, duties and fees are taken into account in the analysis which estimates the impact of a tariff reduction on the retail price of imported wines in...
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...INTRODUCTION China’s emerging wine market presents an important industry segment for Australia’s wine industry to target. The growth in Chinese consumption of wine in sales volume is influenced by improved standards of living. The growth of consumption has increased the number of imported wines in the Chinese market, making China a lucrative market for Australian to enter. Both countries’ consumer behavior is important to understand as by exploring the way consumers think and the physical actions that result from these feelings, the crucial reasons behind how they spend their money can be established. This report examines the differences in consumer behavior of Chinese and Australia wine consumers. The purpose of the report is to strategically analyze the effects of consumer behavior theories, market segmenting, targeting, positioning and Maslow’s Hierarchy of Needs in order to provide recommendations for further opportunities for Australian exporters. PART 1: THEORIES 1. SEGMENTATION, TARGETING AND POSITIONING Market segmentation, targeting and positioning are part of key elements of marketing most consumer goods. Through consumer research, marketers of brands uncover specific market segments with distinct needs (Schiffman et al, 2011). Then the marketers develop products and devise strategies to price, promote and distribute them. Key issues relating to segmentation in order for a successful target. Need to be identifiable, sizeable, stable, Accessible...
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...en vigueur (Nom de l’auteur, nom de l’article, éditeur, lieu d’édition, année, page). Je certifie par ailleurs que je n’ai ni contrefait, ni falsifié, ni copié l’œuvre d’autrui afin de la faire passer pour mienne. J’ai été informé des sanctions prévues au Guide de l’Etudiant de l’Idrac en cas de plagiat. Fait à ……………………….., le ………………………. Signature de l’étudiant (e). I) Introduction As part of our international marketing project, we were asked to choose a company in order to implement it in a country where it was not present so that we can carry out the various studies that should realize that his ambition was to develop a commercial activity and thus expand its network. This is why I decided to choose the brand of French wine "NICOLAS" I choose to locate in a country where French wine is appreciated but not yet traded. Nicolas (Nicolas wines) is the largest chain of wine shops wine specialist. At the time, she was easily recognizable by its small delivery man who was walking from street to street, hands full bottle. Today, the brand has 549 stores, including Nicolas 464 franchisees in France with 22, 67 in England and 8 in Belgium and four in Switzerland. I chose this company because I am from a...
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...Corporate Social Responsibility (CSR)....................................................................3 1.2 Organizational Structure..................................................................................................4 1.2.1 Internal Analysis.......................................................................................................4 1.2.2 Production and Product Categories .......................................................................... 4 1.2.3 Target Market Profile ............................................................................................... 5 1.2.4 International Involvement.........................................................................................5 1.3 SWOT Analysis...............................................................................................................6 1.4 Industry Analysis.............................................................................................................6 2 Global Market Search...
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........ 8 2.2.2 South Australia’s trade and comparative advantage ........................................................... 9 2.2.2.1 South Australia’s Revealed Comparative Advantage in comparison to other States and Territories .......................................................................................................................................... 12 2.2.2.2 2.2.2.3 Disaggregated Analysis of Key Agricultural Products ....................................................... 18 2.2.2.4 Possible Impacts of ChAFTA Commitments on Agriculture for South Australia ............... 20 2.2.2.5 3 Disaggregated Analysis of Key Non-agricultural Goods ................................................... 14 Wine Sector ....................................................................................................................... 22 Trade in Services and Investment .................................................................................................... 23 3.1...
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...consumers, and to provide manufacturers a reference for their marketing strategies. In this study, consumers were divided into several demographics (age, gender, occupation) and individual preferences for various mobile phone attributes were compared. Consumers showed significant demographical difference in their preferences over the combination of mobile phones attributes. The various combination of mobile phone attributes were grouped together. Subjects were asked to rank the 22 product profiles (Pair1 to Pair22) from the most to the least preferred. The variables Pref1 through Pref7 contain the IDs of the associated product profiles, that is, the card IDs. Subject 1, for example, liked pair13 most of all, so PREF1 has the value 13. Analysis of the data is a task that requires the use of command syntax—specifically, the CONJOINT command. The necessary command syntax has been provided in the file conjoint.sps. Literature Review N. Soutar et al. (2008), the study aims to examine its relevance in exploring the trade-offs followers make about leaders. The aim was to have an integrated understanding of leadership. The leaders were assessed on the eight leader attributes obtained from three focus groups. The study support the usefulness of conjoint analysis in leadership research as the results provided a clear picture of the way followers perceived their leaders. The findings of the study was that the participants traded off leader attributes sensibly, providing useful information...
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...MILES Film (Session 5) Topic: Indonesia Movie Industry - Richard Matalon, President Director L’Oreal Indonesia (Session 12) Topic: L’Oreal strategy entering Indonesia - Vikram Reddy, GM Four Seasons Hotel Jakarta (Session 16) Topic: Four Seasons Global Strategy Background Companies today confront an increasing array of choices of markets, of locations for value adding activities, and of modes of crossing borders. This course focuses on the international dimensions of strategy and organization, and provides a framework for formulating strategies in an increasingly complex world economy, and for making those strategies work effectively. Operation in an international environment gives the manager access to new markets, additional natural resources, and low-cost-factor endowments. More importantly, it opens up new sources of ideas and knowledge to stimulate future innovation. Above all, global markets provide a vast new source of the scarcest of all corporate resources: management talent. On the other hand, these new opportunities present the challenges of managing in more complex, diverse, and uncertain circumstances. Students will learn about...
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...BACHELOR OF ARTS IN BUSINESS STUDIES UNIVERSITY OF GREENWICH NAME : STEPHANIE ROBERTS COURSE NAME: MANAGING STRATEGY COURSE CODE: BUSI1484 PORTFOLIO ASSIGNMENTS: PORTFOLIO ASSIGNMENT 1; GLOBAL FORCES AND THE WESTERN EUROPEAN BREWING INDUSTRY DATE OF SUBMISSION: 09/02/2012 1. (i) PESTEL ANALYSIS OF THE WESTERN EUROPEAN BREWING INDUSTRY The PESTEL framework provides a comprehensive list of influences on the possible success or failure of particular strategies (Johnson et al, 2008, p55). PESTEL stands for Political, Social, Technological, Environmental and Legal. Political- Governments in Europe were campaigning strongly against drunken driving. This affected the propensity to drink beer in pubs and restaurants. Economic- Some low consumption European markets have been showing good growth. Pubs have suffered as a result of large supermarket chains such as Tesco and Carrefour who often use cut price on beer to lure people into their shops. The result was that an average of about 50 pubs closed per week during the recessionary year 2009. Social- There was increasing awareness of the effects of alcohol on health particularly in the UK. This led to a growing hostility to excessive alcohol consumption in pubs. Beer consumption in the UK as well as in Germany began to fall as a result of this. Wines were becoming increasingly popular as Europe was turning off beer. There was an increasing demand for Exotic imported beer more especially...
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...Consumer Products and Media Networks. The Walt Disney Company consists of five (5) Disneyland and Disney Park Resorts, in total. Two are located in the United States, one in Europe and two in Asia Pacific. The original Disneyland Resort was built in 1955, in Anaheim, California; followed by Disney World Resort, Lake Buena Vista, Florida in 1971. After the success of these two large theme parks in the United States, Disney decided to expand internationally. First Tokyo Disney Resort built in 1983, secondly, Disneyland Resort Paris (EuroDisney) which opened its doors in 1992, and thirdly, Hong Kong Disneyland, opening its doors in 2005. Case Study Questions 1. The factors that contributed to EuroDisney, now called Disneyland Resort Paris, poor performance during its first year of operation was the lack of knowledge of their target market, cultural differences between the USA and Europe, and the failure to take into account that “Paris is Europe’s most-popular city destination among tourist of all nationalities”. Disney did a bad job at understanding Europeans and their lifestyles. Unfortunately, for Disney the French were neither happy nor receptive to having what they called “America Cultural Imperialism”. Many specially the children welcomed Mickey and his character friends, but there were many against the “cultural Chemobyl”, such as the French Communist Party and many demonstrator who with the following action, of throwing eggs and ketchup at Disney President, Michael...
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...‘’Gosse du Margaux’’ A name which in English translates into ‘’Child of Margaux’’. A wine that is created by Chateâu Margaux, one of the four wines that received the highest rank of Premier Cru. The third wine carries the same prestige and luxury that the Margaux clienteles adore. Although the price is moderate paralleled to the existing two wines, the consumers recognize the definition of ‘’child of Margaux’’. Index INDEX 3 1. INTRODUCTION 5 1.1. COMPANY INFORMATION 5 1.2. PROBLEM STATEMENT 5 2. EXECUTIVE SUMMARY 6 3. EXTERNAL AND MARKET ANALYSIS 7 3.1. MARKET ANALYSIS 7 3.1.1. Import and Export 7 3.1.2. Customer Trends 7 3.1.3. Demographics 7 3.2. MAJOR SEGMENTS 8 3.2.1. Fine wine buyers 8 3.2.2. Enthusiasts 8 3.2.3. Image seekers 8 3.2.4. Savvy Shoppers 9 3.2.5. Traditionalists 9 3.2.6. Satisfied sippers 9 3.2.7. Overwhelmed 9 3.3. COMPETITOR ANALYSIS 9 4. INTERNAL ANALYSIS 9 4.1. TARGET MARKET 9 4.2. POSITIONING 10 4.3. COMPETITIVE 10 4.3.1. Competitive advantage 10 4.4. MARKETING MIX 10 4.4.1. Product 10 4.4.2. Place 10 4.4.3. Price 10 4.4.4. Promotion 10 4.5. SALES & PROFITS 11 4.5.1. Sales 11 4.5.2. Profits/Loss 11 5. SWOT ANALYSIS 12 5.1. CONFRONTATION MATRIX 12 6. SEGMENTATION, TARGET MARKET, POSITIONING 13 6.1. TARGET MARKETS, SEGMENTATION 13 6.1.1. Enthusiasts 13 6.1.2. Image seekers 13 6.1.3. Savvy shoppers 13 6.1.4. Traditionalists 13 6.1.5. Satisfied sippers 13 6.1.6. Overwhelmeds 14 6.2. FUTURE PROSPECT...
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...ABSTRACT In the recent years China has been seen as a major competition in the international economic market. It has been replacing many western states as the top trading and investment partner in many African states, and for decades it has been one of Africa’s best friends, helping in the decolonization process and building key infrastructure projects on the continent. China has been providing many African governments with cheap loans in exchange for securing their means of accumulating natural resources based on the principle of non-intervention and respect for sovereignty, which gives no strings attached. For more than a decade, diplomatic relations between China and South Africa have been marked a great growing relationship between both states. From a period of no official ties to limited interaction between the South African and Chinese Governments, the relationship has subsequently developed to become one of the closest between African and Asian states. Growing economic engagement, which underpins the warm ties between the two states, has put South Africa amongst China’s top three trading partners on the continent. Moreover, China is an emerging market economy; with a fast track of being the next economic rising superpower in the world and its current relations between it and Africa continue to grow fast with foreign direct investment increasing thirty-fold between 2003 and 2011, from US$491m to US$14.7 billion. In 2012, China pledged US$20 billion of loans to Africa over...
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...2 | C e n t r e f o r e a s t e r n s t u d i e s Tadeusz Iwański The countries of Eastern European and China have been increasingly interested in deepening bilateral contacts over the past few years. In the case of Ukraine, Belarus and Moldova this has been caused by the bad economic situation which was in part caused by the consequences of the global economic crisis of 2008 and the desire to establish closer political relations with a country whose significance on the international arena is continually growing. Each of these countries has different expectations regarding the scale and the nature of co-operation with China. Chisinau wishes only to boost trade, whereas in Minsk and Kyiv, Beijing is also presented as a strategic partner whose investments may not only help the indebted economies recover but also strengthen the position of these countries in their dealings with the EU, and especially with Russia. Beijing sees co-operation with these countries in differently, and its offer is much more modest than Belarus and Ukraine are expecting. Eastern Europe is one of the last parts of the world with which China is activating its co-operation. This is not a priority region for Beijing. China wants to derive economic benefits and to diversify the markets on which it invests its financial surplus, and it does not intend to extend its political dialogue with Ukraine, Belarus and Moldova beyond the framework which determines its economic interests. The main reason for this...
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...October 1, 2014 MKT 608 Case Study 2-1 The Not-So-Wonderful World of EuroDisney Things Are Better Now at Disneyland Resort Paris 1. What factors contributed to EuroDisney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year? There were two major factors that contributed to EuroDisney’s poor performance during its first year of operation. The two factors include: market research and cultural competency. Within those two factors there were specific details that demonstrate where and why they failed poorly. There are listed below: * Instead of using French cartoon characters, American characters were used. * Europeans are known to enjoy drinking wine, but the park banned alcohol completely. * A misunderstanding regarding breakfast availability cause issues with the guest. * Disney was informed Europeans did not eat breakfast, which was not correct. * Pricing was an issue * Many Europeans believed the prices were too high and would not pay. * Other big events were occurring at the same time the parked open, which cause lots of issues as well At Hong Kong Disney, they had experienced the opposite of what EuroDisney experienced. Hong Kong tried to hard to make it fit. They conducted research and tried to make it work, but guest were disappointed. The park did not differ from other amusement parks in China and therefore consumers...
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