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International Marketing Critque

Jessica Kelley

on 13 November 2012

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Transcript of MontGras

Question 2 Evaluate MontGras’s marketing strategy—will it suffer as the industry enters a period of over-supply? Question 1 Pros: Question 3 To what extent can MontGras control its own market position, as opposed to being dominated by the country-of-origin effect, and be perceived as a “Chilean wine”? Question 4 What implications does the above have for the optional MontGras marketing strategy? Question 5 Fully answered the question
Provided an advantage and disadvantage of each option
Tables for clarity
Clear breakdown of both markets
Clear breakdown of in-depth Tesbury contract
Great detail
Applied more than one aspect of Hofstede Analysis
Provided current information on MontGras
Cody Coovert
Jessica Kelley
Mandi Ontis
Scott Swaggart
Shawnee Viets Presented by: Evaluate the US and UK options described in the case. Which would the team recommend and why? Touched on in Q1 but could have been reinforced in Q5
Failed previous U.S. distribution attempts
Provide more detail on the UK market
Promotional sales? Restaurant presence?
Weren't sure if the current information was going to be included in the presentation
Additional slide for main points of Hofstede explanation
Separate the two US options in the paper We agree that the US and Cabo Imports would be the best option
New market provides new opportunities
Less competition than the UK
Higher brand positioning and perception allows for a higher potential selling price
In addition, analyzed masculinity for Hofstede application US and UK score significantly higher
Wine shows prestige—reflection of success PROS: Cons: Last but not least… Hofstede Analysis
(Masculinity) Critiqued Case Analysis Presented by: Mandi Ontis Presented by: Jessica Kelley Presented by: Shawnee Viets Presented by: Cody Coovert Presented by: Scott Swaggart Introduction: Pros: Cons: More specific overview of the product being marketed
Strong claims (in paper) lacking citation Conclusion: Informative video
Video featured individuals directly mentioned in the case
Quotation gives audience background
Graphics of vineyard gives audience a sense of the setting. Cons: Used graph(s) as proof
Key terms
Seemed to understand case Edit paper
Only hit key points from case on paper
Lacks outside research
Question one was all over the place
Kept throwing out stats but had nowhere referenced to go find these Evaluate MontGras’s marketing strategy—is it positioned in attractive markets/segments? Suggestions: Napa Valley
Chile exporting vs. Montgras exporting Pros: Rebranding/Stronger Image than competitors
Low cost production Cons: Paper could use a better flow
More statistics and research to support why MontGras will not suffer
Very Brief Suggestions: Lowering cost of production so the price of their wines can be lowered
Pair up with distributors in places like the United Kingdom and the United States.
60% of wine in United Kingdom is sold in supermarkets instead of specialty liquor stores
Look into coming out with a wider line of wine products Wine making is considered an art known as oenology.
The quality of the grapes determines the quality of the wine more than any other factor.
The combination of soil minerals and acidity, time of harvest, pruning method, and weather during the growing period greatly effects the grapes total composition, which is known as the grapes terroir. Basic Introduction Wine: Presented bg: Shawnee Viets Composition of Wines most important component: the Grape Location of the MontGras vineyards
Colchagua Valley
“Carmenere” is a unique grape
Grown chiefly in Chile.
Carmenere is one of MontGras most popular wines MontGras Grapes and Vineyards Challenges and Advantages of MontGras Product Lines Advantages: Unique product offerings: Carmenere grapes and other aromatic wines.
Offered great value to consumers Challenges: Consistently being marketed as a “low cost” wine.
Domestic overproduction
Focused completely on export market. MontGras: You can take the wine out of Chile, but… Chilean wines were known for being inexpensive, representing a lack of prestige to many wine connoisseurs.
Market saturization=Sweeping Generalization of the markets product offerings Chilean wines were known for being inexpensive, representing a lack of prestige to many wine connoisseurs.
Market saturization=Sweeping Generalization of the markets product offerings Opportunities and Strategies for MontGras MontGras is known for being an affordable, yet considerably palatable wine.
Promote MontGras as a unique wine, focusing on grapes and production method rather than region
Minimize the country-of-origin-effect by focusing less on the country, and more on aromatic and taste quality. Pros: Transitioned well with question 3 and 4
Spelling and grammar was up to par
Statistics Cons: Short answer
Lacking in depth Suggestions: Explain in more depth why the team first chose against promotional effort
Why was it a tough decision
What will influence your decision in the future
Use of outside sources Both paper and presentation had inconsistencies
Visually in presentation
Flow of paper However:
Restricted length requirement
Hard to not repeat yourself http://www.wine-pages.com/features/chile-2010.htm Perception: Example: Australia
"Jug wine"
"doughnut effect"
create a vertical market that covers all price points. "The five year plan is mostly about the exchange rate," he says, "but I see more of an obvious split between industrial bulk production and super-premiums - both with the same objective of increasing margins." Concerns: The quality Chilean industry is still finding its feet in many ways
Chilean people tend to stick with a more conservative approach
Geert Hostede
In addition:
Vinos de Chile 2010
Government sponsored initiative
Raise standards and improve the world image of 'brand Chile' All guns blazing programs have backfired so spectacularly on the Australian industry with over-production, squeezed margins and an unhealthy wine surplus Concerns:
Full transcript