Case Study: Chateau Margaux: Launching the Third Wine (Abridged)Jacey VratilMKTG 4683March 23rd, 2020ProblemsFrance is seeing a decline in their wine market share because of “new world” countries.Consumers in the wine market could view Chateau Margaux as an expensive, luxury wine that is only for the wealthy.Wine connoisseurs could change their habits and preferred taste to what the “new world” countries are offering in their wines.There isn’t a strong business assembly with Chateau Margaux, they lack in sales and marketing portion of their company.OpportunitiesCreate a new target segment and focus on new luxury consumers around the globe, especially Russia and Asia. Have the option of online sales with their productsoWith the internet and online selling being a dominant source of selling in the world, this could help them tremendously.Developing marketing plans for their new target segment by determining what they are looking for in their wine.There aren’t many competitors offering a third wine option.5 C’s
Customer – With Chateau Margaux being a brand of luxury and loyalty, their customer focus should be on people who are wealthier and will continue to purchase their products.There is a narrow target market so they have to be sure they know how to reel them in.
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- Fall '08
- Marketing, Chateau Margaux