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Beaujolais in China

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documents in English
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case study
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31 pages
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  1. Presentation of China
    1. Politico - Legal
    2. Economy
    3. Social
    4. Technological
    5. Map of China
  2. Market analysis
    1. Beverage market
    2. The wine market
    3. Analyse concurrentielle
  3. The Beaujolais Nouveau
    1. SWOT analysis
    2. Stratégie marketing: les 4P
  4. Business plan

The confederation of wine producers from Rhone and Loire Valleys has asked our consultancy to study the possibility to expand Beaujolais Nouveau sales in China.

According to our study, we have determined Shanghai as the best place in China to launch this kind of French wine. This city symbolizes the Chinese gate for the western world.

This study will start with a brief explanation about China. Secondly, we will discuss about the Market that we are planning to enter: the beverages market and especially the wines one. Then, we will explain the Beaujolais Nouveau. Finally, we will explain the business plan with the income statement and our recommendations.

[...] The ad will be in Mandarin because it's the national language and because it is understood by all the regions in China and the total length is of 20 seconds. 1st scene: 3 seconds The camera is capturing Maggie Cheung well-dressed as a fashion Parisian woman, who is walking on the street wearing black sunglasses. Suddenly she hears a hubbub coming from a bar; she takes off her sunglasses and sees people standing outside holding a glass of red wine and asking her to join them. [...]


[...] The main wine exporters in China are Chile, France, Spain, Italy, Australia and USA. Chile is the leading exporter of bulk wine in China. Bulk wine imports are superior to still wine imports as most of the domestic brands mix it with the local wines. France is the leader in exporting still wines in China, in terms of volume and sales, followed by Australia and the USA. Bargaining Power of suppliers In China, France represents the country of long history and culture of wine, and ?Bordeaux? is certainly the most famous name known by the Chinese wine consumers. [...]


[...] A high end product in China would compare to a mid-market one in France. This would be the case for the Beaujolais. Technological China is a hotbed of technology. There is a huge use of high tech products, which is very important for our mission, concerning logistics and data bases, and Internet is developed especially in big cities. Map of China Market analysis Beverage market Non Alcoholic beverages Tea China has a long history of more than 4000 years about tea consumption. [...]

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