...components. IMC is therefore not just a concept relating to consistency or synergy—it is also a strategic process (Van Zanten & Bruwer 2002a). This is in particular the case of when and how IMC manifests itself at the wine region level, in which case the integration of all the marketing communication efforts of the wine region in order to achieve a strong brand identity is of the utmost importance. The Coonawarra wine region (Geographical Indication) is located in the South East corner of South Australia and is famed for its unique terra rossa soil and bold-flavoured red wines, in particular Cabernet Sauvignon. About 5,000 hectares of vineyards comprise the Coonawarra grapegrowing area. The region currently boasts 16 operating (production-type) wineries and 22 cellar door sales facilities. Around 700 people (full-time equivalent) are employed in the vineyards, wineries and cellar door facilities. The region produces on average about three and a half million cases of wine per annum. A significant portion of Coonawarra wine COMMUNICATIONS INTERNAL INTRA-REGIONAL unplanned messages product & service messages ) initiated by planning group ( planned messages ( planning group ) CONFIRM SAY DO community support, unsought local media support, industry and government body support workshops and seminars, liaison...
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...102 JULY–AUGUST 2003 > VOL 18 NO 4 > WINE INDUSTRY JOURNAL M A R K E T I N G Rob van Zanten, Johan Bruwer and Karen Ronning FUNDAMENTALLY, Integrated Marketing Communications (IMC) refers to the process of integrating and coordinating the various communication elements commonly known as the ‘promotional mix’. The promotional mix is usually considered to consist of advertising, sales promotion, personal selling and public relations, although some marketers may add other elements such as publicity, direct marketing or sponsorship as major components. IMC is therefore not just a concept relating to consistency or synergy—it is also a strategic process (Van Zanten & Bruwer 2002a). This is in particular the case of when and how IMC manifests itself at the wine region level, in which case the integration of all the marketing communication efforts of the wine region in order to achieve a strong brand identity is of the utmost importance. The Coonawarra wine region (Geographical Indication) is located in the South East corner of South Australia and is famed for its unique terra rossa soil and bold-flavoured red wines, in particular Cabernet Sauvignon. About 5,000 hectares of vineyards comprise the Coonawarra grapegrowing area. The region currently boasts 16 operating (production- type) wineries and 22 cellar door sales facilities. Around 700 people (full-time equivalent) are employed in the vineyards, wineries and cellar door facilities. The region produces on...
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...Part 1: Porters National Diamond Analysis 1. Introduction The purpose of this report is to evaluate the attractiveness of Peruvian wine industry. In this report, we will discover the overall competitiveness and investment attractiveness of Peruvian wine industry. Porter’s National Diamond Analysis will be used as a tool to identify the opportunities and threats of Peruvian wine industry. Two-market entry strategy will be identified and recommended. The advantages and limitations of both strategies will also be discussed in this report. Peru is located in the west of South America, and has borders with Ecuador, Colombia, Brazil, Bolivia and Chile (peru.travel) Wine industry from Peru was brought from Spain after its conquest. (Ayala) 1. 2. Factor conditions 1. 2.1. Physical resources Peru soils are nearly level to steep. They are on drumlins and sloping to steep areas of glaciated uplands. Slope ranges from 0 to 35 percent. The soils formed in dense, loamy glacial till of Wisconsin age that is derived mainly from mica schist, granite, and phyllite. Peru soils are moderately well drained. Permeability is moderate in the solum and moderately slow or slow in the substratum. The climate is humid and cool temperate. Mean annual rainfall ranges from 30 to 50 inches and mean annual air temperature ranges from 40 to 47 degrees Fahrenheit. The frost-free season ranges from 90 to 160 days.(National Cooperative Soil Survey , 2013) The high relief and steep slopes of the streams...
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...Part One: The Chile Wine Industry The Chilean wine industry has experienced various transformations over the past 30 years – its quality revolution led by the complete technological renovation during the 1980s, the export boom of the 1990s, and the new terror developments during the 2000 decade. 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 of unique character and personality. Chile is the world’s eighth largest wine producer and the fifth largest exporter, reaching a market share of 8% by volume of the global international wine market at the close of 2010. However, and most importantly, Chile exports 70% of its wine production, making it the world’s most globalized wine industry, with great flexibility, innovation and a long-term commitment to quality and service. With 150 destination countries and 1.5 billion consumers for each year, Chilean wines are positioned as the country’s most emblematic and best known world ambassador. In the late 1970s and early 1980s, Chileans adopted advanced technology and invested in new machinery for optimizing the winemaking process in the field. The winemaker offered an innovative higher-quality product that was conducive to the development of new wine varieties. Later producers also perfected their wine cellars and invested in better labels and packing, such as boxes, bottles and cartons, that were more attractive to...
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...In the 17th century, the Spanish monarchy crumbled, there were many factors that went into the collapse. One of the first factors of the collapse was when Spain developed international Absolutism on the basis of silver bullion from Peru. Spanish gold and silver, armies, and glory had dominated the continent for the most part of the 1500’s. In 1950 the decline started to steadily happen. The major part was the lack of a strong middle class. Largely in part of the expulsion of the Jews and Moors, the agricultural crisis, and population decline, also the failure to invest in productive enterprises, the intellectual isolation and psychological malaise all combined to reduce Spain to a second tier power by the year 1715. The extravagant flow of silver from Mexico and Peru, together with the sale of cloth, grain, oil, and wine to the colonies, greatly enriched Spain. In the 1600’s however the Dutch and the English started to exchange with the Spanish colonies, slicing into the revenues that had gone to Spain. Mexico and Peru developed local industries, lessening their need to deal with Spain. That moved crushed Spain. Between 1610 and 1650, Spanish trade with the colonies fell to 60 percent. The native Indians and African slaves worked under the South American silver mines, under conditions that would have put ancient Egyptian pharaohs to shame. The lodes started to run dry. So in contrast to the lodes running dry the quantity of metal produced for Spain steadily spiraled...
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...favor direct eye contact which creates an atmosphere of trust and respect. | Personal bubble: Be aware that Peruvians tend to speak closer to whom they wish they speak with than Americans are used to. Kisses on the cheek and speaking very closely are normal. | Small talk: Small talk helps establish a base for the relationship. Business matters should follow, but allow your host to initiate the business conversation first. | First names: Only use first names when the other party has invited you to do so. If you haven't, use other formal ways to address them. | "DO" conversation topics: Soccer, family, places to visit in Peru, and local food. | "DON'T" conversation topics: Politics, religion, terrorists, and a person's ancestry. | Bring a gift: If invited to a Peruvian home, it is appropriate to bring flowers (avoid black & purple), wine, good quality liquor, or chocolates. Wrap your gifts and expect that they may be opened right away. | Taboos: Don't refuse dinner invitations, don't refuse to eat something when you're the guest, don't put your feet on a chair, desk, or table, don't put your elbows on the table while eating, don't place your...
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...Chilean Wine Industry’s National Competitiveness Using Porters National Diamond. Part 1: Porters National Diamond model is used to analyse a firm’s ability to compete in a home market, their ability to compete in a foreign international market and to recognise the particular country and market within that, which a firm would be suited to expanding into. In doing so it analyses the viability of a nation to compete in any given market. The model is described by Ozlem Oz (1999) as “a dynamic system which all elements interact and reinforce each other”. The elements to which this refers are; Factor Conditions, Demand Conditions, Firm Strategy, Structure and Rivalry, and Related and Supporting Industries. These main elements are supplemented with Political and Chance factors which influence all of them. The model explains the relationship between related industries and how this helps successful development. Porter believed that a healthy competition would drive the firms to be innovative. With a competitive market, people have more choice and this provides great market research availability to find out what people want. Fig.1, Michael Porter, Porter’s National Diamond (1990) Throughout this report an analysis of the Chilean wine industry’s competitiveness at an international level will be carried out. Care will also be taken when considering how well the company in question will be suited to expanding into this market. The diagram above, figure 1, displays...
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...The Andes form the backbone of Ecuador, Peru, Bolivia, and Chile. It is the longest unbroken mountain chain in the world, soaring higher than any range except the Himalayas in South Asia. Some of the Andes’ snowcapped peaks tower more than 20,000 feet (6,000 m) above sea level. The Andes have shaped not only the physical geography of the Andean nations, but also the economies and lifestyles of the people who make their homes in this region. The Andes stretch some 5,500 miles (8,850 km) all the way from the Caribbean Sea to the southernmost tip of South America. At places in Peru and Bolivia the mountain range is nearly 500 miles (800 km) wide. Its rocky walls divide the Andean nations into three distinct environments: coastal plain, highlands, and forest. Coastal Plain Between the mountains and the sea, a narrow plain stretches along the entire Pacific coast from Colombia to the southern end of Chile. At some points it is no more than a sandy beach at the foot of the mountains; in other places it reaches inland for 100 miles (160 km). The Atacama Desert, the driest and one of the most lifeless places on earth, occupies the coastal plain in northern Chile. Because ocean winds lose their moisture blowing across the cold waters of the Peru Current, only dry air ever reaches the land, creating a desolate wasteland. The Atacama is so dry that archaeologists have found perfectly preserved relics from ancient times. These include colored textiles woven hundreds of years ago...
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... The main purpose of this report is to analyze the beef and wine markets in South Korea with two theories of consumer behavior as following, social classwhich include the income of different levels of class and their behavior toward beef and wine. In addition, in this report, the attitudes of consumer will also be taken into account as the main focus to evaluate the points of marketing strategy and how South Korean consumers buying behavior different from Australian. With social class and attitude these two aspects of consumer behavior can provide the Australian beef and wine markers the better information about their target market and to understand how they response to the importing products. Background The economy of South Korea is ranked eleventh in the world and third among Asian countries, thus unquestionably South Korea consumer has a certain buying power and might be a potential market for Australia. From Department of Environment and Primary Industries 2012, with a GDP of $1.46 trillion (USDA, 2011), the economy of South Korean was ranked 13th largest in the world in 2010. Approximately 6.1% economy inclined in 2010 and it brings per capital of buying power about $ 30,000 USD (CIA, 2011). The demand for the healthy products and with high quality food is increasing in South Korean market. Owing to the climatic reasons and the capacity of the land is limited in South Korea to expand the farms and wine vineyard thus Australia has been one of main exporter to South...
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...One of the most famous psychologists, Sigmund Freud first wrote a paper in 1884 praising what he considered a miracle drug called cocaine, while others in different countries were discovering cocaine as an anesthetic. After cocaine leaves proved to travel poorly, Parke Davis, a chemist dramatically altered the drug industry by creating semi-refined cocaine on site by 1885. (Karch) America adapted to cocaine, by 1985 cocaine was sold everyone, such as drug stores, salons, etc. In fact, there was a drug manufacturer who sold cocaine in 15 different forms such as cigarettes, inhalants, crystals, and more. Cocaine was not only being used directly but it was being put in different drinks and foods. A famous wine called “Vin Mariani” was imported from France it had a mixture of wine and coca leaves. The most famous drink known for once having cocaine in it was Coca-Cola, it was considered a pick-me up soda pop, along with other...
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...Butramjevs Contents Trend Comparison of Indicators - Chile 3 Chile Unemployment 3 Chile Inflation Rate 4 Export, Import and Balance of Trade 4 Government Budget Indicators and Government Debt to GDP 5 CPI and PPI 6 Specifics of the Country 7 Misbalance in the Economy 7 The Crisis of 1982 8 Investing in Chile 8 Future Economic Development 9 Trend Comparison of Indicators - Chile Chile is one of Latin America´s fastest growing economies, mostly due to rise in exports. Big chunk of Chile`s GDP contributes to mining (copper and other materials) 15.2% which is increasing with every year, thus; increasing the GDP. Second largest GDP by sector is business services which make 13% followed by manufacturing industries 11%. Values in Real GDP chart are adjusted for inflation and because of that, its Real GDP will appear lower as Nominal GDP. During the period from 1998 to 2005, Real GDP is higher than Nominal GDP which is an indicator of deflation. During 1999, Chile, like most of Latin America, faced a one-year downturn. Its domestic economy underwent a minor recession due to negative impact of the Asian crisis which triggered the crisis in Chile’s private sectors. This downside is reflected in the Nominal GDP. Another downfall of both Nominal and Real GDP are seen in 2009. During this time Chile suffered economical downfall which was caused by Global Financial Crisis. Chile Unemployment Unemployed persons are defined as those who are not currently...
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...price and income elasticites. U.S./Czech Cultures & Comparative Advantages Some of the major differences and incompatibilities between the United States and Czech cultures are; norms, values, beliefs and behavior. The citizens of the Czech Republic believe in the firm hand shakes upon introduction and again when departing. They address each other by their first name takes time and occur when the consent is mutual. They raise a hand in order to get their attention. Czech citizens are well informed about politics and religion. The general attitude of Americans tends to be frank and outspoken. They tend to voice their opinions and share their views or a variety of subjects (Cultural, 2009). Americans tend to value innovations, industry, and integrity. They do enjoy a sense of humor. Czech is more individualistic. They tend to be stubborn in stating their opinions and their wishes. “Czech values education, cleverness, social standing, modesty, and...
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...Compressed natural gas(CNG) (CNG) is a fossil fuel substitute for gasoline (petrol), Diesel fuel, and propane/LPG. Although CNG's combustion does produce greenhouse gases, it is widely considered a more environmentally "clean" alternative to conventional fuels; plus, it is much safer than other fuels in the event of a spill (natural gas is lighter than air, and disperses quickly when released). CNG may also be mixed with biogas (produced from landfills orwastewater), resulting in a fuel that does not increase the concentration of carbon in the atmosphere. CNG is made by compressing natural gas (which is mainly composed of methane, CH4), to less than 1% of the volume it occupies at standard atmospheric pressure. It is stored and distributed in hard containers at a pressure of 200–248 bar (2,900–3,600 psi), usually incylindrical or spherical shapes. CNG is used in traditional gasoline/internal combustion engine automobiles that have been converted into bi-fuel vehicles (gasoline/CNG). Natural gas vehicles are increasingly used inIran, the Asia-Pacific region (especially Pakistan[1] and the Indian capital of Delhi, and other large cities like Ahmedabad, Mumbai, Kolkata, Chennai, etc. ), Latin America, Europe, andNorth America due to rising gasoline prices.[2] In response to high fuel prices and environmental concerns, CNG is starting to be used also in tuk-tuks and pickup trucks,transit and school buses, and trains. The cost of conversion is a barrier to wider/quicker adoption...
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...MarketLine Industry Profile Alcoholic Drinks in China February 2012 Reference Code: 0099-2201 Publication Date: February 2012 WWW.MARKETLINEINFO.COM MARKETLINE. THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED China - Alcoholic Drinks © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED 0099 - 2201 - 2011 Page | 1 EXECUTIVE SUMMARY Market value The Chinese alcoholic drinks market grew by 9.8% in 2011 to reach a value of $96.5 billion. Market value forecast In 2016, the Chinese alcoholic drinks market is forecast to have a value of $145.6 billion, an increase of 50.9% since 2011. Market volume The Chinese alcoholic drinks market grew by 5.7% in 2011 to reach a volume of 53.2 billion liters. Market volume forecast In 2016, the Chinese alcoholic drinks market is forecast to have a volume of 67.6 billion liters, an increase of 27.1% since 2011. Category segmentation Beer, cider & FABs is the largest segment of the alcoholic drinks market in China, accounting for 65.1% of the market's total value. Geography segmentation China accounts for 38.7% of the Asia-Pacific alcoholic drinks market value. Market share SAB Miller is the leading player in the Chinese alcoholic drinks market, generating a 17% share of the market's value. Market rivalry Growth within the alcoholic drinks market has been robust and steady within the last few years, which tends to reduce the rivalry to some extent and attract...
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...Chile Compared to the United States United States Chile Location: Southern South America, bordering the South Pacific Ocean, between Argentina and Peru. Total Land: 756,102 sq. km Coastline: 6,435 km Terrain: Low coastal mountains; fertile central valley; rugged Andes in east Climate: Temperate; desert in north; Mediterranean in central region; cool and damp in south. Border Countries: Argentina 5,308 km, Bolivia 860 km, Peru 171 km Notes: * the longest north-south trending country in the world. * Atacama Desert - the driest desert in the world - spreads across the northern part of the country. * The crater lake of Ojos del Salado is the world's highest lake (at 6,390 m). Natural Advantages: Natural Disadvantages: Severe earthquakes; Active volcanism; Tsunamis * Volcanism - significant volcanic activity due to more than three-dozen active volcanoes along the Andes Mountains; Lascar (elev. 5,592 m), which last erupted in 2007, is the most active volcano in the northern Chilean Andes; Llaima (elev. 3,125 m) in central Chile, which last erupted in 2009, is another of the country's most active; Chaiten's 2008 eruption forced major evacuations. Population Ethnicity * Total Population: 17, 067,369 (July ’12 est.) Religion Age Structure Notes * Literacy Rate: 95.7% * Average Life Expectancy:...
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