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The Threat of the New World to the French Wine Market: Are historically traditional wines are being usurped by aggressive new competitors?

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  1. Analysis and evolution of the french market
    1. The practice of wine consumption : the role of representations and consumer situations
    2. The traditional values of wine
    3. World production and consumption of wine
    4. Intermediaries
    5. Market situation
  2. How to deal with a certain globalization?
    1. According to Daniel Xavier
    2. Interview of Xavier Carreau
  3. Proposals
    1. Mix-marketing
    2. Blue Ocean Strategy
    3. Strength of the New World wine
    4. Recommendations of the Old World wine
    5. Threats
    6. Opportunities
    7. Diagnostics
    8. Individuals initiatives
  4. Example of a property of wine
    1. Chateau Petit-Bocq presentation
    2. Petit-Bocq Product
    3. Vineyard Tourism in France: A Solution to the Crisis?

The objective of this dissertation is to identify the difficulties that the French wine market faces with regard to the competition of the producers of new wines. Simple, easy to drink wines, have been commercialized on a large scale in the past ten years or so by Australia, South Africa, Chile and California. These countries have become very reactionary challengers to the traditional, historical producers of wines such as France, Italy and Spain. This project employs the interpretative approach using both qualitative and quantitative research based upon academic databases and testimonies of market experts. The results have permitted the proposals of certain marketing strategies and solutions in order to reinvigorate the French Wine market. French wine has been the benchmark of high-quality consumable wine for as long as the beverage has existed. Italy and Spain have long been runners up as market leaders also. The past few generations have reduced this influence, while the past thirty years proved to be a genuine catalyst in the upheaval of all that once was traditional. The past decades have seen the wine market experiencing significant changes, with a collapse in consumption of traditional producing countries such as those of southern Europe and the emergence of new players in the Americas and parts of Oceania (primarily Australia and New Zealand as well).

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