Online from: 2011
Information: About this Collection
|Title:||The Chilean wine industry: new international strategies for 2020|
|Author(s):||Christian Felzensztein (Christian Felzensztein is a Professor of International Marketing in the School of Business at Universidad Adolfo Ibanez, Santiago, Chile.)|
|Citation:||Christian Felzensztein, "The Chilean wine industry: new international strategies for 2020", Emerald Emerging Markets Case Studies Collection, (2011)|
|Keywords:||International marketing, Marketing, Marketing strategy, Viticulture, Wines|
|Article type:||Case study|
|DOI:||10.1108/20450621111115578 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||This study is part of the www.clusterinnovation.com research network (SOC30), Conicyt Research Council, Chile. Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.|
Subject area – International marketing, strategic marketing, international strategy, strategic decision making.
Study level/applicability – MBA and masters (international business, marketing, international marketing).
Case overview – The Chilean wine industry has undergone numerous and profound transformations over the past 30 years. This transformation has allowed a new generation of talented viticulturists and winemakers to capitalize on Chile's viticultural paradise and to produce World Class Wines. Chile exports 70 per cent of its wine production; making it the world's most globalized wine industry. Despite these undeniable successes, Chilean wines face very high levels of competition in the different world markets and its average prices are substantially lower than those of its competitors. As a consequence, the industry's present profitability levels are low, and there is an urgent need to elevate the premium positioning and average prices to achieve a sustainable return in the long term. The Chilean wine industry is preparing a new strategic plan and international marketing strategy for 2020 aiming guidelines for a vigorous course of international development and defines the industry's vision, mission, positioning, strategic objectives, opportunities and plans of action with a new strategic marketing perspective. The aim of the case is to develop this new strategic plan and international marketing strategy for the Chilean wine industry.
Expected learning outcomes – Students should be able to make a clear competitive analysis with the information provided in the case. Students should also develop positioning maps, SWOT analysis, vision, mission, benchmarking analysis, segmentation, targeting and positioning strategies for international markets.
Supplementary materials – Teaching notes.
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