Quint Winery

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  • Topic: Wine, Cabernet Sauvignon, Chardonnay
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  • Published : December 30, 2011
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Quint winery|
Exploring possibilities to enter the Japanese market|
|
This study aims to give Quint winery a solid advice wether to enter the Japanese market or to look for other ways to expand their market.| |
Roderick d’Hont 48632|
1-1-2011|
|

1 Contents
1 Case discription3
2 Analysis3
Uncovering the potential of the Japanese market3
How to locate potential Japanese purchasers4
Should Quint winery visit japan or should japan visit quint winery4
Entering Japan solo or together with other companies5
Marketing research5
3 Conclusion5

1 Case discription
Quint winery is a wine producer located at the Mosel River Valley in Germany. As the home market is becoming increasingly saturated and the competition is increasing, Quint Winery is looking for other markets to expand their sales and distribution. The wines produced at Quint Winery are high quality, and honor the traditions in wine making. Once at a ‘wine tasting party’, one of Quint Winery’s German customers brought a Japanese visitor along. She believed that the wines would prove salable in Japan, if marketed properly. 2 Analysis

Uncovering the potential of the Japanese market
Wine made out of grapes hasn’t been one of the favorite alcoholic beverages in Japan. Rice wine and plum wine were always the way to go. As these wines are made in Japan, they contribute to the Japanese sense of culture and traditions. Only since 1969 when Pieroth, which is an established wine brand from Germany, set foot on Japanese soil the Japanese were to discover the quality of fine wines made from grapes. Before 1969 the Japanese saw wine as nothing more than a weak whiskey. France and Italy have always had the biggest share in the Japanese wine import. Their share totaling around 75% of the total value and volume of imports. However in 2010 Chile passed Italy by volume. By value Italy still takes the second places behind France. This indicates that the market is now asking for low to medium priced wines. Figure 1 shows the total volume and total value of wine imports from 2006 to 2010. Country | Volume | Value |

| 2006 | 2007 | 2008 | 2009 | 2010 | 2006 | 2007 | 2008 | 2009 | 2010| France | 66,697 | 64,753 | 62,504 | 58,217 | 60,014 | 90,378 | 96,272 | 86,690 | 56,253 | 57,278 | Chile | 12,996 | 17,455 | 21,949 | 27,000 | 34,596 | 4,126 | 5,412 | 6,171 | 6,704 | 7,881 | Italy | 28,940 | 28,656 | 29,338 | 30,376 | 31,054 | 15,809 | 17,527 | 17,328 | 14,056 | 12,823 | Spain | 12,915 | 15,153 | 16,755 | 20,541 | 23,806 | 5,819 | 6,988 | 7,738 | 6,919 | 6,946 | U.S.A | 21,325 | 20,473 | 19,699 | 22,264 | 22,685 | 7,877 | 8,734 | 7,930 | 6,545 | 7,105 | Argentina | 12,032 | 11,652 | 12,615 | 11,541 | 10,258 | 2,191 | 2,230 | 2,495 | 2,335 | 2,292 | Germany | 5,804 | 4,289 | 4,137 | 3,472 | 3,497 | 3,491 | 2,825 | 2,600 | 1,890 | 1,771 | Other | 7,405 | 6,367 | 7,054 | 9,670 | 10,143 | 5,724 | 6,107 | 5,819 | 5,028 | 5,412 | Total | 168,113 | 168,796 | 174,051 | 183,082 | 196,054 | 135,415 | 146,095 | 136,772 | 99,731 | 101,509 | (African countries) | 1,163 | 2,563 | 1,716 | 2,711 | 3,369 | 502 | 1,162 | 665 | 900 | 1,110 | Figure 1: Principal places of origin of wine Units: volume = tons, value = ¥ million As we can see in figure 1 the total volume has increased ever since 2006. On the other hand the total value has declined. This also illustrates the lower prices the Japanese customer is willing to pay for their wine. The German share of the total wine import has declined since 2006. The value of the imported wines declined at almost the same rate as the volume. A ton of German wine had a value 0,51 million yen in 2010 compared to 0,60 million yen in 2006. In comparison, a ton of Chile wine was worth 0,23 million in 2010 compared to 0,32. Meanwhile the volume of Chile wine has tripled since 2006. The Japanese...
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