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
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There are 400 hundred merchants in the Bordeaux, who taste the wine first to get the information about the surface, volume 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
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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
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opportunity for the company’s growing. 2) Increasing new consumers in America, Asia where the wine is associated with Status Symbol: China, Taiwan, Singapore, Russia and other countries in North America with big and growing economies, see the Château Margaux brand as a status symbol. We see a big opportunity for the company in those markets with more rich people anxious about luxury wines. 3) Marketing of the Product can help meet the increasing demand: We believe that if the company creates marketing
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Consumer Conditions Chateau Margaux Wines Background: Chateau Margaux produces one of the highest quality wines in the world. It is not unusual for a bottle to sell for over $100.00. There has been a tremendous increase in wine usage over the last ten years. This is due to the introduction of lower priced New World Wines in Canada and the United States. These wines come from California, Australia, Chile, Argentina, South Africa and New Zealand. The quality of these wines is very good, and
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Executive Summary Chateau de Margaux is one of the world’s most renowned premium wine brands for many decades. Their wine offerings include only the first-growth and the second-growth wines. The company been profitable and is considered a very highly reputable and successful premium wine brand from the region of Bordeaux, France. Being successful and profitable often bring up questions like, how can the company do better? With the increasing demand for wine around the world and the increase of
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Chateau Margaux Case Study International Business March 19th, 2012 “Who knows whether this ancient system will still be working in 20 years or so?” (Executive Manager of Chateau Margaux). This quote, spoken by an executive manager, very proficiently sums up what is happening to the Chateau brand. The Chateau brand has always prided themselves in their unique process for creating one of the world’s finest wines. However they refuse to change their ways because they are afraid it would damage
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Candice Yang Week 9 1. What has made Chateaux Margaux (CM) successful? What distinguishes CM’s product, customers and brand equity from that of competitors? During 18th century, 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
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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
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___________________________________________________________________________ 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
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