INTERNATIONAL MARKET DEVELOPMENT
CLASS PROJECT - WINE TRADE
Students have been assigned to a team of 2 or 3 to develop an international market development project.
Students are assigned to work for the same fictitious wine domaine: Domaine de X, with the same product line. They will be given fixed parameters/constraints regarding the wines and the domaine.
Each team will be assigned a different market for these wines, specifically:
-a specific region: Scandinavia
-a type of retailer : Whole market
4. Overview of countries
✓ 21 L wine per capita /year
✓ Consumption : + 40%
✓ Exports to Norway and Denmark
✓ 16 L wine per capita / year
✓ Consumption : + 50%
No production
Growing consumption
State monopoly
Few inhabitants
✓ 10 L wine per capita / year
✓ Consumption : doubled
5. The State Monopoly
❖ Vinmonopolet : 85%
❖ Importer for Vinmonopoly
and “on-trade”
★ Systembolaget : 90%
★ Assortiment to order
★ Swedish wineclubs
❑ ALKO OY : 65%
❑ Importer for ALKO OY or for "on-trade"
❑ Small-scale ferry trade
Calls fo tenders
Licensed importers
6. Consumer profile
★ BiB = 50%
★ Traditional wines ↓
★ But back to “old world” qualitative wines
❖ BiB = 30%
❖ Seasoned consumers
❖ Traditional European wines
❑ BiB = 40%
❑ Vodka : 24%
❑ Adapting their taste in a more
traditional way.
Open-minded
Prefer red wines, few rosé
Quality for European
wines
7. ❖ Italy : 1st
❖ France: 2nd
❖ Chile : less qualitative
❖ Languedoc : 300,000 L
Competitive context
★ Italy: 1st (value)
★ France: 2nd (value)
★ Chile & South Africa : less qualitative
★ Languedoc : 4 M. L
❑ France : 1st (value)
❑ Chile : 2nd (value)
❑ Italy : 4th
❑ Languedoc : 1.5 M. L
8. Trends
★ Increase in quantity
★ Increase in red, white and rosé
★ BiB : stable
❖ Increase in quantity
❖ Red : stable,
white and rosé : increase
❖ BiB : increase
❑ Decrease in quantity
❑ Red : stable, white : increase,
rosé : stable
❑ BiB : increase
Increase in quality
French increase in
volume