Chataux Margaux Business Case Essay

10664 Words Mar 4th, 2015 43 Pages
‘’Gosse du Margaux’’
A name which in English translates into ‘’Child of Margaux’’.
A wine that is created by Chateâu Margaux, one of the four wines that received the highest rank of Premier Cru.
The third wine carries the same prestige and luxury that the Margaux clienteles adore. Although the price is moderate paralleled to the existing two wines, the consumers recognize the definition of
‘’child of Margaux’’.

Index
INDEX 3
1. INTRODUCTION 5
1.1. COMPANY INFORMATION 5
1.2. PROBLEM STATEMENT 5
2. EXECUTIVE SUMMARY 6
3. EXTERNAL AND MARKET ANALYSIS 7
3.1. MARKET ANALYSIS 7
3.1.1. Import and Export 7
3.1.2. Customer Trends 7
3.1.3. Demographics 7
3.2. MAJOR SEGMENTS 8
3.2.1. Fine wine buyers 8
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Product Life Cycle: Growth Stage 18
9.3. PRICE 18
9.3.1. Pricing Strategy 18
9.4. PROMOTION (4 ELEMENTS OF PROMOTIONAL MIX) 19
9.4.1. Advertising 19
9.4.2. Public Relations 19
9.4.3. Corporate Image 19
9.4.4. Direct Marketing 19
9.4.4.3. New image seekers 20
9.4.4.4. New enthusiasts 20
9.4.4.5. New traditionalists 20
9.5. DISTRIBUTION 20
9.5.1. Distribution Strategy 20
10. BUDGET 21
10.1. PROFIT & LOSS ACCOUNT 21
10.1.1. Fiscal Year 2014 21
10.1.2. Fiscal Year 2015 22
10.1.3. Fiscal Year 2016 22
11. RECOMMENDATIONS 22
12. SOURCE LIST 23
13. APPENDIXES 23
13.1. APPENDIX 1 23
13.2. APPENDIX 2 24
13.2.1. Peer assesment 24
13.3. APPENDIX 3 28
13.3.1. Group cooperation report 28

1. Introduction
1.1. Company information Up until this point, the estate had been selling two red wines, a first wine whose retail price often exceeded $1000 per bottle, and a second wine whose retail price often exceeded $200 per bottle. We, from the management team, are considering and preparing to launch a new third wine: Esprit du Chateau Margaux, made from the estate’s production not used to make the first two.

Château Margaux is one of the most popular exclusive, luxury, popular, international wine producer, with a big market share in Europe and in more places in the world. The current situation is that Château Margaux sells two high quality and highly priced exclusive wine. The first wine has a Parker Score of 99 out of a 100 and a average price of

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