This scenario was attributed to change in behaviour of the citizens of France and their attitudes towards alcohol product
There was also evidence that the Wolf Blass wine, an alcohol brand that the company intended to export it to France could not perform better unless the company engages itself in advertising and other promotional tools especially marketing mix strategies that will give the competitive advantage over the other rival companies.
The company should take advantage of globalization concept and engage itself in vigorous marketing strategies like the use of technology in exploring new markets within the target market in this case France. The use of on-line marketing will boost the chances of the company to explore more new and diverse markets within France.
Also the company should emphasize on utilizing porter generic strategies in order to compete effectively with its rivals. The company should come up with ways of being overall low cost producer at the same time experiencing larger market share.
Global events and competition affects almost all modern businesses and organisations are increasingly facing challenges as a result of the ever changing external and internal environments. ...