The Australian wine market: the example of the Banrock Station company

Docs en anglais | 7 pages | 17-07-2008 | Format : | Note : Non noté |

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Résumé

Case study about Banrock Station, which is a famous Australian wine company set up in Adelaide, through several questions (please refer to the table of contents).

Extract:

Banrock Station is an Australian wine company situated within three hours drive from Adelaide, in South Australia. Its slogan "Good earth, Fine wines" perfectly embodies the two main motivations of the company: the protection of ecological balance and the pleasure of quality wines consumption. This is aimed at convincing more and more consumers to look for both pleasure in tasting wines and a civil act in their consumption behaviour. However, now different important stakes remain for the company (...)

Table of contents:

Introduction

I) How to meet the demands of a new market?
II) How to find necessary communication tools?
III) How to use the brand name Australia as a market position reinforcement?
IV) Some measures to take so as to optimize the conquest of the Australian wine market

Conclusion

References

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