The case entitled Crafting Winning Strategies in a mature market: The U.S. Wine Industry in 2001 “examines the competitive position of the U.S. wine industry in 2001, starting before the [yellow tail] ‘s case shows how the industry was crowded. highly competitive and increasingly squeezed in the distribution and retail stages of the supply chain. Though the industry was competitive, wine producers have systematically competed on the same set of factors, ha … read more »

The case entitled Crafting Winning Strategies in a mature market: The U.S. Wine Industry in 2001 “examines the competitive position of the U.S. wine industry in 2001, starting before the [yellow tail] ‘s case shows how the industry was crowded. highly competitive and increasingly squeezed in the distribution and retail stages of the supply chain. Though the industry was competitive, wine producers have systematically competed on the same set of factors that have changed little over the centuries. In July 2001, Australia Casella Winery [ yellow tail] in this highly competitive U.S. market. Small and unknown, they had expected to sell 25,000 cases in the first year. Indeed they had sold nine times as much. By the end of 2005 [were yellow tail] ‘s cumulative sales [yellow tail] Once formed at 25 million cases tracking., the total selling 750ml red wine, disproportionately Californian, French and Italian brands. This case examines the strategic move of [yellow tail], that it is the number one imported wine and the fastest growing mark in the history of American and Australian wine industry was carried out.
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from
W. Chan Kim,
Renee Mauborgne,
Jason Hunter,
Brian Marks,
Wayne Mortensen
Source: INSEAD
9 sides.
Release Date: 1 July 2009. Prod #: BOS018-PDF-ENG
Crafting Winning Strategies in a mature market: The U.S. Wine Industry in 2001 HBR case solution