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Chateau margaux:launching the third wine - Essay Example
Chateau Margaux has a major process and a major system of manufacturing its wines.It has a set of wines that it leaves over and sells directly to other manufactures.Chateau Margaux has resolved to brand their excess wine that they sell in bulk to create a third wine brand.This paper will seek to formulate a marketing strategy for Chateau Margaux…
Chateau Margaux has a major process and a major system of manufacturing its wines. It has a set of wines that it leaves over and sells directly to other manufactures. Chateau Margaux has resolved to brand their excess wine that they sell in bulk to create a third wine brand. This paper will seek to formulate a marketing strategy for Chateau Margaux. This will involve the examination of the business environment and the industry. Through this, there will be the review of marketing strategy and communication components in order to define a marketing strategy to the company.In order to formulate a good marketing strategy, there is the need to conduct a critical review of the external environment (Henry 57). The external environment provide a fair understanding of circumstances of the terrain and show the way a firm must position its assets and competencies to attain the best results in the larger environment.The main political element identified in the case study is the fact that the European Union is offering subsidies on its wine production entities to promote wine production. This means that firm like Chateau Margaux has a better chance than other foreign brands in countries like Argentina, South Africa or New Zealand. The second aspect of political analysis is the fact that China is opening up for business. This gives Chateau Margaux the chance to enter China and sell at high prices to meet its profit targets. On the other hand, countries like Japan and the United States are building self-sufficiency in their production and meeting consumer needs and expectations.