Chateau Margaux, one of only five have been classified prestigious estates in Bordeaux Medoc wine region as a “first growth”, is facing a series of strategic decisions in early 2013. Up to this time the property was sold had two red wines, a first wine, the sale price is often over $ 1000 per bottle, and a second wine, the sales price often above $ 200 a bottle. Corinne Mentzelopoulos owners and their management team were now preparing for a new third wine from the estate from start … Read more »

Chateau Margaux, one of only five have been classified prestigious estates in Bordeaux Medoc wine region as a “first growth”, is facing a series of strategic decisions in early 2013. Up to this time the property was sold had two red wines, a first wine, the sale price is often over $ 1000 per bottle, and a second wine, the sales price often above $ 200 a bottle. Corinne Mentzelopoulos owners and their management team have now prepared not to a new third wine from the estate of the production is used to make the first two start from. You have to decide whether the best go-to-market strategy to sell the third wine to the local dealer without Bordeaux and commercialization to them or a complete marketing plan for the new wine, contains develop is target market selection , positioning, to solve number, pricing, channel structure and brand names. Mentzelopoulos was considering the optimal marketing for the third wine in the light of the bold steps of other first-growths, such as the purchase of vineyards in the Bordeaux region, global expansion and variation of the centuries-old tradition of selling wine in the futures market .
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from
Elie Ofek,
Eric E. Vogt
Source: Harvard Business School
23 pages.
Release Date: 20, June 2013. Prod #: 513107-PDF-ENG
Chateau Margaux: Admission to the third party Wine HBR case solution

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