A SUMMARY OF dissertation

A SUMMARY OF dissertation Essay example
Masters
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Marketing
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Summary Contents Literature review 3 Research methodology 3 Findings 4 Reference List 6 Literature review Wine can be associated with the prehistoric culture of China. As a result of increased consumer awareness and rising income, the demand for wine in China has grown over years…

Introduction

Italy is a supplier and producer of high class wine. Increasing competition and favourable perception has helped Italian wine to get a good share of the Chinese wine market. Eradication of customs duty is another reason for the rising demand of wines, especially in corporate and government organizations (Prasad, 2009). However, various conditions have caused a derogatory situation for Italian wines in China. Rising cases of fake European wines have negatively impacted the Italian wine market. Also, rising conflicts and trade disputes between European Union and China have also negatively impacted the overall perception of Italian wines in China. In order to negate the worsening conditions of the trade market, various steps have been taken. Collaborations between Chinese wine distributors and Italian wine products have been very influential in maintaining closed relations between the two. Talking about the distribution channels, Wines Corporation and National Sugar are the major players, who monitor and control the entire distribution process of wines. However, joint ventures are making their presence felt in various Chinese territories. Talking about the entry barriers, Chinese government and retail chains are the major entry barriers for Italian wines. High capital investments are another reason why companies are shying away from establishing plants in China. ...
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