...1/11/2011 China as The New Geographical Market To Export Melita Wines Executive Summary In this report focus is brought forward to the Chinese wine Market. A detailed analysis is done on the market, followed by the competition faced by imported products. Key locations in China for wine importation are named and the Chinese drinking habits are analyzed. The Chinese and Maltese relations are studied. And Cisk is taken as a case study as a success story of a Maltese company that is exporting beer to China and is seeing profits. Lastly, the recommendations and way forward are said as a conclusion. Table of Contents Contents Page Title Page 1 Executive Summary 2 Table of Contents 3 Chinese wine industry 4-5 Competition and Pricing 6 Key locations 7 Drinking habits 8 China- Malta relations 9 Case study 10 Recommendations 11 Bibliography 12 * Brief History of the Chinese Wine Industry While there have been commercial wineries in China since the end of the 19th Century, production has only evolved into a serious industry in the past two decades. There are now an estimated 450 wineries, although the largest four hold around 50 % of the market share. Imported wine reached the height of its popularity in 1996 when it occupied half of the Chinese market. When China moved to restrict wine imports with quotas and high tariffs, domestically produced wine increased...
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...Introduction China as the country with largest population in the world alongside by the fact that that is also second biggest economy in the world is considered in last years as one of the most interesting market in the world to enter. Aim of this paper is describe Chinese wine market and answer the research question “Is it China still attractive from the wine market perspective and what has been changed since wine became present in Chinese supermarkets?” In 2001 China’s wine production sales revenues, profits and taxes exceed those of spirits for the 1st time. Comparing the periods 2002- 2006 with 2007-2011 wine import grew ten times in value and four times in the volume. Despite of long history of grape wine in China, this country is usually...
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...Quentin VATELOT April, 15 2013 Asian Economics The wine business in China. For about 20 years, China has shown a particular interest to wine. China has been making various forms of wine for some 2,000 years, although not in a style resembling western wines until the 20th century. China claims over 160,000 acres of vineyards nationwide, but many are located in remote areas, such as Xinjiang, where Silk Road traders brought seeds centuries ago. Despite this history, the wine industry in China has only recently begun to develop into a significant market. Twenty years ago Chinese consumers tended to drink beer and grain spirits, but in 1987 the Chinese Government began to focus on reducing alcohol related illnesses and encouraged consumers to drink less grain-based spirits, and more beer and grape wine. In the 1990, wines in China were really bad quality, and small quantity. For 20 years, they have imported European type of grapes and techniques that increase the production and the wine quality. This interest to wine is mainly due to the emergence of a high class in China who has been more and more interested in European luxury goods like wine and other spirits like Cognac which China is already the biggest market. Wines have gradually attained consumer acceptance, not least due to Chinese Premier Li Peng, who in 1996 decreed that state banquets should be enjoyed with wine instead of spirits. The influence of western eating and drinking habits has been key in this...
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...SIGN « NICOLAS » IS EXPORTED IN CHINA !!! ANNEE 2012-2013 ATTESTATION DE NON PLAGIAT Je, soussigné(e), ……………………………………………………………………. Etudiant (e) dans le programme ……………………………………….de l’IDRAC atteste sur l’honneur que le présent dossier a été écrit de ma main, que ce travail est personnel et que toutes les sources d’informations externes et les citations d’auteurs ont été mentionnées conformément aux usages en vigueur (Nom de l’auteur, nom de l’article, éditeur, lieu d’édition, année, page). Je certifie par ailleurs que je n’ai ni contrefait, ni falsifié, ni copié l’œuvre d’autrui afin de la faire passer pour mienne. J’ai été informé des sanctions prévues au Guide de l’Etudiant de l’Idrac en cas de plagiat. Fait à ……………………….., le ………………………. Signature de l’étudiant (e). I) Introduction As part of our international marketing project, we were asked to choose a company in order to implement it in a country where it was not present so that we can carry out the various studies that should realize that his ambition was to develop a commercial activity and thus expand its network. This is why I decided to choose the brand of French wine "NICOLAS" I choose to locate in a country where French wine is appreciated but not yet traded. Nicolas (Nicolas wines) is the largest chain of wine shops wine specialist. At the time...
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...China wine market 1.1.2 Asia wine market SWOT Analysis Strengths—Huge background, High-quality products, K/A (Key Account)Customer communication system, Mystery of France. Weaknesses--The confusion wine market, how to make our brand become a well-known brands, how to open the sale channel Opportunities--Huge market demand, purchasing power &private consumption growth, Traditional viniculture present, the right distribution partners, the good advertising partners Threats--Aggressive producers, Domestic product, Consumer acceptance 1.2 China wine market general introduction As we all know, Asia market now is a new develop market, it is still confusion (the wine law, the regulation).So, we choice the focus market in Asia--China to enter, this will reduce the trouble of our market development. We should be aware that the Asian market, 95% wine consumption is face to the civilian population, only 5% high-end products sells to truly rich wine collector. Of course, with the further development of Asian economies, which 5% people will continue to expand. For the past few years, the maximum annual production of Chinese wine was about 30 million tons; it was less than 2% of beer output and 6% of Chinese liquor production, also it was only 1% of the world wine production, and the consumption per head was equivalent to France, Italy, Spain and other developed countries by 0.5%. China’s demand for wine will be reaching 600,000 tons by 2010, thus, the wine industry in China...
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...INTRODUCTION China’s emerging wine market presents an important industry segment for Australia’s wine industry to target. The growth in Chinese consumption of wine in sales volume is influenced by improved standards of living. The growth of consumption has increased the number of imported wines in the Chinese market, making China a lucrative market for Australian to enter. Both countries’ consumer behavior is important to understand as by exploring the way consumers think and the physical actions that result from these feelings, the crucial reasons behind how they spend their money can be established. This report examines the differences in consumer behavior of Chinese and Australia wine consumers. The purpose of the report is to strategically analyze the effects of consumer behavior theories, market segmenting, targeting, positioning and Maslow’s Hierarchy of Needs in order to provide recommendations for further opportunities for Australian exporters. PART 1: THEORIES 1. SEGMENTATION, TARGETING AND POSITIONING Market segmentation, targeting and positioning are part of key elements of marketing most consumer goods. Through consumer research, marketers of brands uncover specific market segments with distinct needs (Schiffman et al, 2011). Then the marketers develop products and devise strategies to price, promote and distribute them. Key issues relating to segmentation in order for a successful target. Need to be identifiable, sizeable, stable, Accessible...
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...Executive Summary Traditionally, Australia-China trade & economy was simple. Australia met the demand for raw material for China’s manufacturing & China exporting back to Australia its finished manufactured goods. Thus China-Australia became each other’s largest trading partners. Now that China’s economy is affected, less spending on infrastructure the demand has shifted from raw materials & commodities to other specialized manufactured equipment, services like health, education, financial, engineering, agriculture etc. for which Australia has to change gears to gain distinctive advantage to its other competitors. However in Chinese economy there still exists substantial market for Australian commodities, such as wool, wines, wheat, minerals & iron ore, as Australia has advantage of nearness by sea for the shipping lines. The Free Trade Agreement is a win-win situation as Australia can easily meet the changed needs of Chinese for sophisticated medical goods & services in Health, Social Security, Human Resources, Banking, Education, Legal, Agriculture, Winery & Dairy. China’s economic woes & slowdown in addition to general economic slump has impacted Australia hard, specially the mining cum trading houses at present. This impact is not limited to just Australia but whole of Asia-Pacific, lain America & Canada. Thus to conclude, there are some positives about the Australian economy as GDP growth is up from the last year & China needs Australia, as it shall always need...
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... Issues in internationalization management 15 WINE MARKET 17 Profiles of Country Producers 17 CHINESE WINE MARKET 25 Overview 25 Wine market overview 28 Imported wine 32 Italian case 36 Future prospective 45 REFERENCES 48 Bibliography 48 Consulted website 52 INTRODUCTION The purpose of this work is to analyze the growth and evolution of the wine market in China. In particular we will focus on the internationalization of the global wine producer countries in this new emerging market and which are the futures prospective and possibilities of this young market. This paper is composed by four main sections: 1. Theoretical framework; 2. Wine market; 3. Chinese wine market; 4. Italian case. First of all we need to understand what we mean when we speak about internationalization. Through a theoretical chapter, using the existing literature about internationalization, we will explore its theories, evolution and which benefits it may bring to the firm that implement it, showing how important it became in the globalized world in which companies work nowadays. Afterward we are going to analyze, thanks to the data taken by reliable sources, the global market of wine, showing its fragmentation, which are the main player and their characteristics. Now that we have a general panorama, we can concentrate on the Chinese market, its cultural and economic features, and the evolution of its wine market. Finally we will focus on the Italian case THEORETICAL...
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...In 2014, China's creation, importation and utilization of wine totalled 1.16 billion liters, 383 million liters and 1.58 billion liters, respectively. It is assessed that the interest for wine in China will increment by 10% every year in the coming years. Market penetration will spread from costal front ranges to inland territories. The business channel of wine varies from eateries, bars, general stores, speciality stores, group purchasing and e-trade platforms. Market Growth Drivers A key development driver in the Chinese economy has been the fast rise in normal family unit livelihoods. Over the previous ten years, China has encountered an average GDP development of around 10%, which has made another center salary bunch with much higher disposable earnings. Moreover, Chinese urban populaces have expanded by an expected 153 million in the course of recent years (2005-2015); by 2025, it is expected that urban regions will develop from 607 million to 822 million people.4 China's significant urban communities – Beijing and Shanghai – will keep on being driving customer center points. Past Beijing and Shanghai, McKinsey predicts that by 2015, nine huge Chinese markets will represent 30% of extravagance utilization in China: Chongqing, Dongguan, Foshan, Guangzhou, Hangzhou, Nanjing, Shenzhen, Tianjin and Wenzhou.5 Luxury utilization will unmistakably incorporate luxury F&B items, as well as consumer goods. In the meantime, fast advancements in transportation (counting significant...
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...Casella Wines Pty Ltd is an Australian wine producer based in Yenda, Australia. It was employed approximately 1400 employers and famous for family winery in the last century. In 2000, Casella Wines was developed series of fruity taste wine and successful occupy the US market in 2003. After five years joint venture with W.J.Deutsch＆Sons, a family-owned marketing and distribution firm. The company sold 7.5 million cases in 2005 that 70 times than 112,000 cases in 2001. This amazing performance profit company with revenue of 255 million after financial year in 2005. Casella Wines currently have three main brands: Bubbles, Yellow Tail and Reserve Wines. Our group are concentrating on the Yellow tail, it is the main product in the company production portfolio list and it has been experiencing equal success in Canada and United Kingdom. Yellow tail has some different flavors of wines but mainly blanc and red wine. The Shiraz is the most popular product both in retail store and network sales, "Spicy, full bodied and delicious" is the top title introduce to their customers and our group wants to assuming that company could export it to china for some reasons below: Firstly, the wine industry of china is fast developing and the demand of wine in china is very large. To explain this point of view, The Chinese economy has average growth at 9% in the past five years and returned to double digit growth in the second quarter in this year. With the economic fast developing, the quality...
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...fullfil the high demand for quality international wines experienced in the chinese market over the past few years, in particular, first class Spanish Rioja wines. We believe that the sales of Spanish wine makes for a great economic opportunity in China, especially in the capital city of Beijing. Increasingly, the importers, distributors and, most importantly, the general public have become familiar with Spanish wine and its superior quality. Thus, China has become the third most important market for Spanish wine in the world. The sales of Spanish wine bottled to China increased 41,1 % in value during the first semester of this year, with 36.9 million euros sold between January and July, This has positioned Spain as the third world seller, with 6,9 % of the market, behind France and Australia. Statistics indicate that in a decade China will be a substantial market for Spanish partly due to the fall of tariffs since Chinas entry into the World Trade Organization , the fast growing middle and upper class and therefore, the increase of purchasing power. According to Vinexpo, the wine consumption in China boomed between 2007 and 2011 reaching a growth of 142.1 % with a total of 159.25 million boxes purchased. Although it is foreseen that the growth rate will slow down to 39.6 % between 2012 and 2016, the Chinese will drink 252 million boxes of wine in 2016. In 2010 the Chinese bought nearly 47 million liters of Spanish wine. Six times more than in 2009, therefore our sale...
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...Golan Heights. Golan Wines held 18 percent of the domestic market and 38 percent Israeli exported wines. Exported 20 percent of production to 25 different countries! In 2012, Golan Wines was a company owned by four kibbutzes and four mochas who managed the vineyards. As consumers were moving into the middle and upper classes, consumer consumption increased exponentially. Consumers directed towards international brands and demanded the world’s best products; including wine. New distribution outlets and exposure of China’s affluent middle classes to overseas travel has created a market for good wines. Product(s) Three distinct labels: • Yardmen • Gala • Golan Marketed Wines: • Yarden Cabernet Sauvignon • Yarden Pinot Noir • Yarden Syrah • Yarden Mount Hermon Red • Yarden Katzrin Chardonnay • Yarden Sauvignon Blanc • Yarden Viognier • Yarden Geweurztraminer • Yarden Mount Hermon White • Yarden Heights Wine • Yarden Rom • Yarden C.S. El Rom • Yarden C.S. Yonatan • Yarden Syrah Tel Phares Current international activities, if applicable: China and Israel now promote cross cultural learning and effort. • In 2009, an “Experience China in Israel” festival was held to celebrate the bond between the two countries. In 2010, China has become the world’s largest exporter; second largest economy in the world. • China’s beverage industry was among the country’s fastest growing sectors. Accession to the WTO gradually removed market barriers and...
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...Required Report - public distribution Date: 6/27/2005 GAIN Report Number: CH5407 CH5407 China, Peoples Republic of HRI Food Service Sector Mainland China HRI Annual Report 2005 Approved by: LaVerne E. Brabant U.S. Embassy Prepared by: China Food & Agricultural Service, ATO Beijing Report Highlights: China's food service sector continues its eye-popping growth, expanding faster than GDP as newly prosperous urban residents continue to spend disposable income on eating out. Young white-collar workers are developing a taste for western food, and Chinese restaurants are developing a new top tier. Catering for weddings and other events is a new growing sector. The high-end market is spreading beyond the three major cities of Beijing, Shanghai and Guangzhou. Distribution has become more efficient and professional in major cities, but remains problematic elsewhere. Education and training in the use of new products is needed all along the value chain. Competition from other nations and domestic substitution is fierce. Includes PSD Changes: No Includes Trade Matrix: Yes Annual Report Beijing ATO [CH4] [CH] Table of Contents Part I. MARKET SUMMARY 3 A. Market Overview 3 B. Market Drivers 4 C. SWOT Analysis for US Food Products 6 Part II: ROAD MAP FOR MARKET ENTRY 6 A. Market Structure 6 1. Target Population 6 2. Distribution 7 B. Entry Strategy 9 1. Overview 9 2. Marketing, Sales and Education 10 3. Establishing...
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...20 G. MARKETING MIX PROGRAMME DEVELOPMENT Page 23 i. PRODUCT j. PRICE k. PLACE l. PROMOTION H. IMPLEMENTATION & CONTROL m. RECOMMENDATIONS & CONCLUSION Page 27 References & Appendix Page 28 A. EXECUTIVE SUMMARY Any business which sets its eye on the Indian market understood the fact that selling its product in such a big country is not easy. China, India, Brazil, these emerging marketing are constantly being target as business people alike know that these market are extremely attractive. The fact that wine growth rate was at 20% annually, India in its own way became an attractive market for Wine producers and exporters. Opportunity thrives throughout urban cities of India, Mumbai, New Delhi and Banglore. However, risk such as government protectionism regime of alcohol control and complex layer of taxation policies with an underdeveloped distribution chain that threatens the wine market. Most importantly the Indian population is largely unfamiliar with Wine and where it stands among the Indian culture. B. INTRODUCTION Country Overview Second to China, India stands on the planet the second most populated country; its population and consumer based is...
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...Corporate Social Responsibility (CSR)....................................................................3 1.2 Organizational Structure..................................................................................................4 1.2.1 Internal Analysis.......................................................................................................4 1.2.2 Production and Product Categories .......................................................................... 4 1.2.3 Target Market Profile ............................................................................................... 5 1.2.4 International Involvement.........................................................................................5 1.3 SWOT Analysis...............................................................................................................6 1.4 Industry Analysis.............................................................................................................6 2 Global Market Search...
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