High level of control concerning labelling and production. Financial and legal barrier for new actors.
Substitut low quality
History of product.
Château Margaux premiers crus.
New clients growth of price
Precise target rich people.
Need to know Château Margaux for appreciate wine.New actors USA, Australia… Price very high.
Consumer prefers French wine.
Château Margaux 15,5% of market share.
Reglementationdistribution and commercialization.
Wine consumption social and cultural.
Evolution of oenology.
New clients new market Asia and Russia.
Law label guaranteeing the quality of French wine.
Evolution of wine sector.
Open new market China market.Drop of market share (French wine), in foreign countries. New actor in Château margaux’s market.
Drop of exportation during 2 years (2008-2009)
Crisis of French wine.
New actors to reply of customer needs.
Determination of the Firm’s Competitive Position.
Expectations and Aspiration of customers and major stakeholders:
For all stakeholders and customer the brand image is important but also the quality of the wine and the history of the product. Château Margaux is a “premiers crus” is the most famous group of wine in the world. This place in wine scale gives the price, label and special know-how at consumers and stakeholders. This wine was respected all criteria of famous wine.
The main success factor of Château Margaux is the region of production ( Bordeaux) and the reputation of french wine but also the acceptation of Château Margaux in the group “premiers crus”. Other success factor is the unique know-how of French vineyard. This wine have a huge success since few years because is a luxury product and it’s not possible to consume this wine in a simple restaurant and it’s not...