...Competitive situation analysis 4 4.3.1. Competitive forces (Porter analysis) 4 4.3.2. Key competitor’s analysis 4 4.4. External analysis conclusion 5 5. Internal Analysis 5 5.1. Company’s resources, capabilities, competencies, and competitive advantages 5 5.2. Value chain analysis 5 5.3. Marketing Strategy and competitive position 6 5.4. Is the company competitively stronger or weaker than key rivals? 6 6. Problem Statements 6 7. Formulation and Discussion of Strategic Alternatives 6 8. Strategy Recommendation 7 1. Introduction Le Chateau, a specialty retailer, who has been in business since 1959, has managed to vertically integrate its value chain to achieve financial stability while targeting the middle market. With tough competition in the industry, Le Chateau has struggled with marketing its brand and international expansion. 2. Company’s Current Strategy 3.1. Vision Le Chateau plans to market to the post-baby boom market while still attracting its current Baby Boomer clients and the rest of its current market. 3.2. Mission What: Retailing the latest runway fashion and global trends for men’s and women’s apparel, shoes and accessories. Who: Targets the middle market; large number of soccer moms and career oriented women. * In 2004, it became more upscale and offered better quality products, 50% of...
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...A) DEFINITION A case method is a documented study of a situation that transpires in real life or it can be about a fictional situation, which is used as teaching or learning tool in business schools and firms. These studies allow students evaluate cases and provide their own interpretations on potential solutions for the provided business scenario. Furthermore, the case method can also be described as something that gives you a detailed explanation of a company, industry, person, or project over a given period of time. Within the explanation, information about the company’s objectives, strategies, challenges, results, recommendations and more can be found. This also poses as a great way to promote interaction between students and instructors to propose insights about the issues in hand and share it with the class. Thus, the case method allows students to get an exposure to the actual functioning of business and other administrations in the real world, make managerial decisions bases on theories and views and enhance students ability to problem solve and make decisions. B) USE Case studies can be utilized in various instances such as class discussions, a company, in management education, etc. Apart from this, the uses of case studies have a variety of benefits. They develop real life business leadership skills, assist in making lectures more engaging and teachable, and help prepare for business settings that require decision-making and develops a better understanding...
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...Chateaux Margaux experience a golden age because of strong demand for Bordeaux wines by the British; In 1977, Andre Mentzelopouls re-introduced the chateau’s second wine and redefined the Pavillon Blanc white wine. His vision of paying attention to quality and innovation made CM outstanding. After Corinne took over CM, she hired Pontallier to help her. Their combination was very successful. They came up with useful ideas leading to finer wines. They focused on increasing first-growth wine quality. Distinguishes: CM put less of production in the first and second wines and reduced yields overall in the vineyard in order to concentrated the flavors in the remaining grapes. Therefore CM got fewer bottles but with higher quality. While chateau relied on the channel to serve as the distribution and marketing arms for its wine, CM took note of demand shifts. It conducted the “ambassador” program in China to get close to customers in the big increasing market. The brand equity of CM is it offered high quality first-growth wines and good reputation for spectacular wines. 2. Assuming CM will go ahead with a third wine, whom should they target in their marketing efforts? Core customers in traditional markets, like the US, UK, Japan and France. Because CM wines have become inaccessible to the consumers in traditional markets. The third wine could bring them back. 3. What should the third wine’s brand image be relative to CM’s first and second wines, including the name and...
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...Château Margaux Case 1- Château Margaux’s distribution system Château Margaux is one of the well-known wines from the Bordeaux region in France. It is famous by the fact that this wine has got a luxury and high quality notoriety, and also stand out from the competitors thanks to the quality of is first growth produce with carefully selected grapes. With only two mains wines (first wine: Chateau Margaux; Second wine: Pavillon Rouge; See in Exhibit 2) Chateau Margaux is a famous wine all over the world. This situation is, in a part, due to its distribution system. Indeed, Chateau Margaux has not got is own distribution system because it entrust the distribution through specialist merchants which have good knowledge about the potential consumer and consequently allocated the product in the right places all over the world. This system allows Chateau Margaux to be concentrate on the producing activity in order to have always the best first growth whereas merchants take care about the promotion and the sale. There are many merchants in the Bordeaux region, where Chateau Margaux’s terroir is located, which assures them to have many choices to select the best specialist to sell the wine. After, selected the right merchant, this one allocate the wine in small amount in markets that they think interesting to create a scarcity climate that search Chateau Margaux to keep is luxury image. More precisely, the distribution is mostly performed by the en primeur system. It means...
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...and harvest. Then they provide with the information the largest buyers. So merchants get the primeur cheaper, but then chateau Margaux can ask for higher process on the bottled markets, which the merchants accept, to get the primeur price for the next year. The merchants allocated wine to their buyers. This makes wine available to their customers. This system profits everybody. For wine industry it’s good because they get the payment earlier and they do not have to worry about distribution. As for merchants they are as well paid early. Customers benefit because they get a high quantity. 2. How is price set? Trace the process from the sale of the first tranche to the sale of a bottle in a wine store for $1,200. Why is the process so complicated? The distribution is mostly performed by the en primeur system. It means that Chateau Margaux sell its wine in barrel and no after bottling when the wine is in advance about the major vintage. This way of distribution is used by most of the chateaux and wine producers because they sell only between 5 and 10% of their wine in after bottling. The en primeur system is characterized by different step that Chateaux and merchants respect in order to fix the final price. This system is complicated because of the number of middle men who are involve in the transaction and how each take a commission , Because Chateau Margaux wants to concentrate on producing the wine they are have many negotiators who are there to sell the wine to the...
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...FACULTY OF ECONOMICS MATEJA PIRNAT, 19554965 UNIVERSITY OF LJUBLJANA INTERNATIONAL MARKETING SCHOOL YEAR 2014/2015 INDIVIDUAL ASSIGNMENT- Chateau Margaux Study Case 1. Describe the current distribution system of the company and explain why it is so important for its brand positioning? Please explain also how the brand is positioned on international markets. Chateau Margaux’s current distribution system is completely traditional, which means that it is handled by the specialized and independent merchants. The merchants are a major part of the distribution system for the Chateau Margaux’s wines. Besides the responsibility for the distribution of wine, the merchants also have other significant roles, for instance negotiating prices, maintaining the relationship with retailers, promoting and positioning the brand. The distribution is dependent on the merchants who are responsible for customer relationships and finding out who the wine consumers are. For this reason they are selected on the basis of their previous relation with the château and their past success in promoting and positioning the brand. One of the major benefits of current distribution system is that it creates a scarcity on the market and helps to gain the better prices and at the same time not give an impression of wide availability to the customers - customers begin to appreciate the wine more and more. The merchants are able to create an enthusiasm around the wine which can affect the whole...
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...Ottawa Itinerary Attractions Royal Canadian Mint 320 Sussex Drive, Ottawa, ON K1A 0G8 Hours Everyday 9:30AM - 5:00PM Prices | Weekdays | Weekends | Adults (18+) | $6.00 | $4.50 | Kids (5-17) | $3.00 | $2.25 | The Royal Canadian Mint's headquarters occupy the historic building in central Ottawa where the Mint was founded in 1908. Today, the Ottawa facility produces hand-crafted collector and commemorative coins, gold bullion coins, medals and medallions. This is where the master tooling is done to create the dies that strike coin designs for both circulation and commemorative issues. The Mint's gold refining and advanced engineering operations are also located here in Ottawa Canadian War Museum & Museum of Civilization 1 Vimy Place, Ottawa, ON K1A 0M8 Hours Monday – Wednesday 9:00AM – 6:00PM Thursday & Friday 9:00AM – 8:00PM Saturday & Sunday 9:30AM – 6:00PM Prices | 1 Museum | 2 Museums | Adults | $12.00 | $18.00 | Students | $10.00 | $15.00 | Discover the military history of Canada through a vast collection of artifacts, moving personal stories, works of art, and unforgettable photography. Explore the human conflicts that have shaped Canada, Canadians and the world. With its prize-winning, richly symbolic architecture, the War Museum, provides a spectacular setting for exhibitions, public programs and other events that illustrate the way in which human conflict, in Canada and around the globe, has changed...
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...Using the aforementioned data, it is easy to conclude that the Chateau de Margaux brand is performing very well, yet there is always a question if a company can be doing even better than they already are. In 1997, the Mentzelopoulos family and Margaux brand had to ask themselves this question- should they extend into the mass market or maintain their exclusivity? In order to draw a conclusion one must investigate alternative ways of expanding, marketing and distributing their brand- which is exactly what we will consider when examining the Château de Margaux business model. New Idea for an Old Brand: As a way to freshen up the traditional brand and to gain more exposure, the granddaughter of the Margaux family wanted to begin mass marketing a new wine brand. The idea would be to use different grapes in order to be more accessible to the younger generation. The target price range would be €20-€25 per bottle (Dessain, 2011). There are a large number of young wine drinkers who cannot afford the high prices of the current Gran Vin brand and are therefore not being attracted to the Château de Margaux vineyards. If these consumers were introduced to an affordable brand of wine from the Margaux estate, then they may be more likely to recognize and trust the brand. That way, when they are looking for a more expensive wine, they will first go to their label of Grand Vin from the Château de Margaux collection. Some of the issues with this suggestion are: maintaining the exclusivity...
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...15 of the World’s Most Expensive Dishes IMAGE CREDIT: 1, 2 & 3. The Most Expensive Burgers Where You Can Find It: Serendipity 3, New York Price: $295 What Makes It So Expensive: Le Burger Extravagant is made with white truffle butter-infused Japanese Wagyu beef, topped with James Montgomery cheddar cheese, black truffles and a fried quail egg. It’s served on a gold-dusted roll spread with white truffle butter and topped with a blini, crème fraiche and caviar. If that weren’t enough to excuse the price, it also comes with a solid-gold, diamond-encrusted toothpick. There’s Competition Though: While they may not be recognized by Guinness, New York food truck 666 Burger offers the $666 Douche Burger that features a Kobe beef patty stuffed with foie gras and gold-leaf, covered in caviar, lobster, truffles, Gruyere cheese melted with champagne steam and BBQ sauce made with Kopi Luwak coffee. While the burger was a satire of La Burger Extravagant, it is actually available for sale, but as of yet, only one person has actually ordered it. There’s also the FleurBurger 5000, from Vegas restaurant Fleur that features a Wagyu beef and foie gras patty with truffle sauce and shaved black truffles. Your order for this $5,000 burger also includes a bottle of $2,500 wine, Chateau Petrus, so really, you’re not just paying for the burger -- but still, the $2,500 burger might be the world’s most expensive, even if it’s not official yet. 4. The Most Expensive Dessert Where You Can...
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...Background Information & Problem Statement ___________________________________________________________________________ Châteaux Margaux is a historic wine estate in the Bordeaux region of France, which has been producing fine wine since the 15th century. The estate was one of four châteaux to achieve Premier cru, or “first growth,” status in the Bordeaux Classification of 1855, securing its status as one of the finest and most expensive wines in the world. The primary wine produced by the Châteaux, Grand Vin du Châteaux Margaux, is regarded as one of the top wines in the world, while its secondary wine, Pavillon Rouge du Chateau Margaux, was also considered in the top echelon of wines. Although the Pavillon was originally intended to occupy a slightly lower perceived quality point and lower price point, strong reviews of each wines have led to both the first and second wines garnering premier status and commanding exorbitant prices. Due to the increasingly prestigious reputations of the wines fueled by strong reviews by the world’s preeminent critics, Châteaux Margaux has become increasingly selective in selecting grapes for their first and second wines. This increase in selectivity has led to an increase in leftover grapes, deemed to not be of high enough standard for the first and second wines. In the past, Châteaux Margaux had sold the remaining wine in bulk at a low price. In 2009, the Châteaux experienced a particularly strong vintage. This led to extremely...
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...Vaux-Le-Vicomte (Louis Levau) Graham Benjamin Château de Vaux-le-Vicomte is a 17th century masterpiece, which demonstrates the vital progression in French architecture at the time. In addition, Vaux-le-Vicomte holds imperative significance in France’s architectural history as the first fully developed design with axially planned grandeur for which France became renowned all over the world (Ayers 368). Figure [ 1 ] (Portrait of Louis Le Vau) Figure [ 1 ] (Portrait of Louis Le Vau) Louis Le Vau was the architect of the Vaux-le-Vicomte. Le Vau was born in Paris and was the son of a professional mason (Gale 1). Le Vau lived 58 years (1612-1670) and was the originator of the French Classical style, which quickly permeated France during the 17th century (Gale). When he became successful in 1639, his attention turned towards developing the Île Saint-Louis as a residential province (Gale). Le Vau had been working his way to prominence by designing town houses for wealthy patrons like “Sainctot, Hesselin, Gillier, Gruyn des Bordes, and Jean Baptiste Lambert” (Gale). The Hôtel Lambert that Levau designed showed his great ability as an innovator by utilizing a creative plan to an extremely diverse site (Gale). Figure [ 2 ] (Plan of Hotel Lambert) Figure [ 2 ] (Plan of Hotel Lambert) Having been appointed as the King’s architect, Le Vau was immediately thrust into stardom in the mid 1650s (Gale). He received a commission from Nicholas...
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...Architecture Comprehensive Examination Reviewer HISTORY AND THEORY OF ARCHITECTURE 1. The ornamental blocks fixed vertically at regular intervals along the lower edge of a roof to cover end tiles. a. ancones c. acroteria b. Antifixae 2. A continuous base or structure in which a colonnade is placed. a. stereobate c. stylobate b. Torus 3. The market in Greek architecture. a. Megaron c. agora b. Pylon 4. The smallest among the famous pyramids at Gizeh. a. Pyramid of Cheops c. Pyramid of Chephren b. Pyramid of Mykerinos 5. The largest outer court, open to the sky, in Egyptian temple. a. Sanctuary c. Irypaetral b. Irypostyle 6. The inner secret chamber in the mastaba which contains the statue of the deceased family member. a. Pilaster c. serdab b. Sarcophagus 7. The grandest of all Egyptian temples. a. Palace of Sargon c. Great temple of Ammon, Karnak b. Great temple of Abu-Simbel 8. The principal interior decoration of early Christian churches. a. stained glass c. painting b. mosaic 9. In early Christian churches, it is the covered space between the atrium and the church which was assigned to penitents. a. baldachino c. narthex b. apse 10. A dome placed on the drum. a. simple c. compound b. superpositioned 11. The architect of a church of Santa Sophia Constantinople, the most important church in Constantinople. a. Ictinus and Callicrates b. Apollodorous of Damascus and Isidorous on Miletus c. Anthemius of Tralles and Isidorous of Miletus 12. The second largest medieval cathedral...
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...Les Misérables: Journal Entries Fantine: * Theme: “You have left a place of suffering. But listen, there will be more joy in heaven over tears of repentant sinner than over the white robes of a hundred good men” (Page 27) * Heaven is gladder when sinners forsake of its sins, than with the good men just being the same all throughout. “He lived peaceable, reassured, and hopeful, having but two thoughts: to conceal his life, and to sanctify his life: to escape from men and to return to God.”(Page 72) * He wanted to change his life, but still the natural man is still part of his mighty change of heart. Every time he would always have two thoughts: which is the desire of changing, and the other is the natural man that wants to rebel again. * Character: “See here! My name is Jean Valjean. I am a convict: I have been nineteen years in the galleys. Four days ago I was set free, …… I went to an inn, and they sent me away on account of my yellow passport …… I am very tired—twelve leagues on foot, and I am so hungry. Can I stay?” (Page 17) * Jean Valjean described himself in this quotation, he sees his life as an empty glass no one is accepting him after hew as set free. He then said, his tired of trying his chance to accommodate himself with people, but people is pushing him away on his yellow passport. “He thought he saw himself, older, doubtless, not precisely the same in features, but alike in attitude and appearance...
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...Les Miserables is a movie about people with miserable lives. Each of them has a unique story that portrays why their lives are miserable. The sacrifices and pains of the lead characters in this movie are intense and breathtaking. Jean Valjean is a convict in a French prison. He’s been serving his sentence for 19 years for stealing a loaf of bread for the daughter of his sister that was starving to death and trying to escape prison as well. Javert a police inspector is keen enough to hover over prisoner 64201—Valjean. Javert then grants Valjean his parole since his sentence is over. The parole has itineraries for which Valjean must abide at all times. It includes the yellow badge that Valjean shall wear at all times to show people that he is a dangerous man. Depite Valjean’s freedom there is still something missing that he doesn’t seem to find out what could it possibly be. He tried to apply for jobs but was rejected for carrying the badge. He becomes hopeless and even stole a silverware from Myriel—a presiding bishop. Myriel gave refuge to Valjean and covered for his misdeeds. Valjean then hides beneath the name of Madeleine. He then manages and owns a manufacturing company in the town of Montreuil-sur-mer. This made him wealthy enough to try to bring up the town’s prosperity. Fantine fell in love, got pregnant and the man she fell for eventually abandons her and their child. She then traveled to the town of Montfermil with her child, Cosette. She made a deal with Monsieur...
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...Cité Industrielle, urban plan designed by Tony Garnier and published in 1917 under the title of Une Cité Industrielle. It represents the culmination of several philosophies of urbanism that were the outgrowth of the Industrial Revolution in 19th-century Europe. The Cité Industrielle was to be situated on a plateau in southeastern France, with hills and a lake to the north and a river and valley to the south. The plan takes into consideration all the aspects necessary to running a Socialist city. It provides separate zones for separate functions, a concept later found in such new towns (see new town) as Park Forest, Ill., and Reston, Va. These zones—residential, industrial, public, and agricultural—are linked by location and circulation patterns, both vehicular and pedestrian. The public zone, set on the plateau much in the manner of the Hellenistic acropolis, is composed of the governmental buildings, museums, and exhibition halls and large structures for sports and theatre. Residential areas are located to take best advantage of the sun and wind, and the industrial district is accessible to natural power sources and transportation. The “old town” is near the railroad station to accommodate sightseers and tourists. A health centre and a park are located on the heights north of the city, and the cemetery to the southwest. The surrounding area is devoted to agriculture. The plan itself is clearly in the Beaux-Arts tradition, tempered by a natural informality possibly derived...
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