A Marketing success story: Australian wines

Docs en anglais | 7 pages | 03-09-2006 | Format : | Note : Non noté |

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Résumé

Australian Wines belong to generation of new wines, the New World Wines, even though Australia is a wine producer for decades. New wines because these wines appeared ten years ago all around the world in various countries such as Chili, the United States, Argentina or Australia.

These new wines are also competing with traditional wines such as French wines for instance, which are facing with a very important economic crisis.

There are several explanations to this economic crisis:

1. French wines exports are decreasing;
2. In France, advertising is forbidden regarding alcohols;
3. New World Wines' competition is growing;

Of course, there are other reasons that explain the crisis, but the third reason is one of the main explanations, that is why it is very important to understand how New World Wines became so famous, and particularly how and why Australian Wines became successful?

In this way, we will focus our attention in a first part on the reasons why Australian wines became successful. Then, in a second part we will how Australian wines are very competitive and we analyze the competition between Australian wines and other wines.

Outline:

Summary
Introduction

1. The reasons why Australian wines became successful

1.1 Australia, an important wine industry
1.2 A wine with a real identity and really different
1.3 A Marketing Wine

2. A very competitive wine industry

2.1 Young consumers enjoy Australian wines
2.2 Australia benefits from a positive image all around the world
2.3 A market share more and more important

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