SWOT AnalysisIn the world wine market, Chateau Margaux will face different obstacles but will also persevere with its vigor. Some of the strengths that the Chateau has is its well known and influential history as mentioned at the beginning of the Environmental Analysis. Chateau Margaux is a brand that is well known throughout the wine industry. In fact, in 1855, four wines were recognized as existing in a class above all others: Château Lafite Rothschild, Château Latour, Château Margaux and Château Haut-Brion (VinePair Staff, 2014). Those four wines
Margaux de Château Margaux Marketing Plan7produce, to this day, as still the most famous and most expensive in the world. Chateau Margaux holds the title of the most expensive wine ever to be sold that came from Thomas Jefferson’s collection. Additionally, the history of Chateau Margaux dates back to nearly one thousand years, and in its early days, the wine was reserved for royalty. Chateau Margaux still resides on the same grounds it was built and has only increased its vineyard size by five hectares. To this day, the only Bordeaux wine to bear the name of the appellation from where it resides remains Chateau Margaux (Chateau Margaux Bordeaux Wine, Complete Guide, 17). To remain one of the elite wine producers, Margaux in 2000, created a research and development department. As a result, Chateau Margaux employs some of the most experienced and knowledgeable Bordeaux wine employees around the world. Also, the demand for Bordeaux is currently strong and growing, so this will only increase profits. One additional strength that benefits producers to increase sales is by becoming environmentally conscious. In fact, Chateau Margaux is a pesticide-free winery that utilizes sexual confusion that effectively stops grape worms from producing. To add, studies have shown that producers that are environmentally conscious benefit from higher sales because it aligns with customers’ ideologies. Conversely, to the many strengths Chateau Margaux is known for the company also has afew weaknesses. In fact, in 2009, Chateau Margaux finally opened its marketing department and stopped relying on a third party to market its wine. Some people also may consider that a prestigious company may feel a negative impact by selling a lower cost/lower quality wine. By changing the import and export company, the winery may have a weakness with using a new crew that doesn’t offer the same level of commitment as with the previous shipping partner Negociants.
Margaux de Château Margaux Marketing Plan8The demand for exclusive and elegant Bordeaux wines is on the rise. In fact, China has seen an increase in its demand for Bordeaux’s in recent years. Additionally, in May 2014, a leading wine index predicted that Bordeaux was set for rebirth and investors in Asia and the United States started looking at Bordeaux with renewed interest (Demand for Bordeaux Goes Upin Asia, 2018). As a result, Bordeaux sales experienced a fifty-two percent increase from the previous year. With access to the internet, we have the opportunity to utilize online sales and reach even farther than our target market. Bordeaux wine has a certain class level associated withit, and by maintaining that element in our Chateau Margaux, we can increase the demand
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- Fall '15
- Marketing, Chateau Margaux, Château Margaux Marketing, Margaux Marketing Plan