Essay About Consumer Marketing Acquisition Of Goundrey Wines And Market Share

Vincor
VincorWanted to be a leader – 1 billion dollar of sales One of the world’s top 10 wine companiesDecide to go global  – so they start developing export capabilities, product innovation and shift to consumer marketing Acquisition of Goundrey Wines, Australia Vincor is the largest Vine Company in Canada and 4th largest in North America – to become a major leader they chose Acquisition strategy It acquired 8 wine companies and integrated its sales, marketing, production and accounting and merged two wine kit companies which leads to Economies of scale 21% market share in 2000Export to japan and Asia – increasing trend in Japan  – markets had yet to be tappedCompetition was tough – because consumers moved up the quality and price scaleL’ambiance VexCanada coolerR.H Phillips SwotStrengthExperience, market share 21%, expertise in R&D, brand Weakness- could be the price Opportunities – New product with high quality – Demand in red wine   Threats Monopolistic  Shift in consumer preference Demographics – 20-39 age group per capita consumption at 7.9 litres40+ ages group having a per capita of 14 litres The largest wine producer of wine were US, Australia, Chilli and Argentina France – is the world leader in the production of wine – due t historical and cultural factors – Quality is HighItaly – 2nd largest producer – Old and established wine industry that relied on the appellation method to control the quality – Australia – made higher quality wine while keeping the cost downChile – had 4.5% of the total export market and was ranked 5th in the world