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

Résumé du document

The objective of this dissertation is to identify the difficulties that the French wine market faces in regards to the competition of 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).

Extraits

[...] Companies belonging to the red oceans follow the traditional method of using speed to beat competitors to occupy a leading position in the market. The blue oceans adopt a different "innovation value" logic, which gives equal importance to the value and innovation; according to Chan Kim and Renee Mauborgne (2005) - Focusing innovation simply to create value, then making small incremental gains. Also, looking at value of innovation is a strategy that gives priority to technological breakthroughs and the discovery of new markets. [...]

[...] 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 2.00 to 3.00 per bottle of 75cl. Today the heart of the market is targeted and the New World wines are now positioned throughout the range. The same scenario existed on the U.S. market where the positioning of the offer was initially preferred to the $ 3.99 bottle of 75cl. [...]

[...] Despite increased international competition, the wines of Bordeaux are benchmarks. The image of prestige and exceptionality that Bordeaux holds is another advantage therefore, when dealing with New World producers whom cannot claim any sort of strong historical foundation. Competitive Offer: French wine is varied and includes the unique position to potentially offer the whole range or spectrum, from basic and uncomplicated wine to refined and structured luxury products. These characteristics of the French vineyard would offer a competitive domestic and international market. [...]

[...] The Chinese discovered wine According to Sopexa, the potential consumers in China are about 200 million people who are mainly in coastal cities such as Beijing, Shanghai and Canton. The wines they like are readily available: flexible, without tannins or astringency, a little fruity and slightly woody aroma. The image of France is important and as shown by Sopexa, Chinese find their French wines are for "good health", "rich flavour" and "natural” The wealthy Russians enjoy powerful wines It is mostly the wealthier classes who consume wine, preferring red wines than whites. The Russians are looking for powerful and spicy wines and also enjoy sweet wines. [...]

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