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).
[...] The challenge that faces the French market is therefore a clear issue, if not simple: Can we hope that the expertise that characterizes the history in France wine is itself sufficient to resume the offensive and regain market share? Should the French themselves not also move their products, their attitudes and business structures, as well as their communication skills, to be able to meet tomorrow's consumers in France and worldwide? Without taking the risk of these changes, would France not be threatened by the decline of wine? [...]
[...] Product 2. Price 3. Place 4. Promotion 2. Blue Ocean Strategy 3. Strength of the New World Wine 4. Recommendations of the Old World Wine 5. Threats 6. Opportunities 7. [...]
[...] The varieties used by New World wines are especially Syrah reds (gives a fruity, spicy and very fine taste), Cabernet Sauvignon reds (fairly tannic, it is rounded off with another variety for a more fruity effect), the Merlot (rich and velvety, with flavors of sweet fruit). Regarding the whites, Chardonnay (very easy to grow, rich and fruity) and Viognier (high aromatic potential, very sweet) predominate. But overall, the grapes are the same as the old continent Price The first introductions of New World wines on the international scene have been conducted on pricing strategies for market entry-level positioning. For the English market, they initially focused their offer on the segment of GB£ 2.00 to GB£ 3.00 per bottle of 75cl. [...]
[...] As mentioned earlier, the New World wines can be divided into two categories: industrial wines and territorial wines. The target market for industrialized wines of the New World are consumers who want easy-drinking wines, whom are afraid of being wrong or “discoverers”, curious to discover new flavors. A key feature of New World wines is that they are easily identifiable and this in two ways. The first is putting forward clear indication of the type of grape, a first way to segment. [...]
[...] The cocooners have children and cars, try jobs such as trade workers, artisans, merchants, or employees in the country or suburbs. They consume little wine, buy mostly common table wines, are sensitive to brand names and have little knowledge of wines, buying supermarket wines of less than two Euros per bottle, guided by the promotions. In the future, they will be more receptive to the natural character of the products because they are very sensitive to their lifestyle and eating problems. [...]
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