Wine Strategy English Management System

A National Export Strategy for Canadian Wines

Prepared by Susan O’Dell &Associates for The National Export Working Group and Foreign Affairs and International Trade Canada January 2009

Table of Contents
Executive Summary…………………………………………………………………………….. Setting the Stage……………………………………………………………………………….... The Working Group process……………………………………………………............ Learning from others…………………………………………………………………… The Strategy………………………………………………………………………………..….. The Vision……………………………………………………………………..………. The Mission………………………………………………………………………….... The Mandate………………………………………………………….………….……. Guiding Principles………………………………………………………….…….…… The Goal……………………………………………………………….…………...….. Risk Analysis………………………………………………….….…………………… Strategic Objectives…………………………………………………….……………………... Product objective………………………………………….…………………………... Market objective……………………………………….……………………………… Strategic Tactics objective………………………….…………………………………. “Go-to-Market” Strategy Summary……………..…………………………………….. Next steps: How to migrate from here to there….………………………………….... Managing the Strategy: Staying the Course………….……………………………………....... Partnerships and strategic alliances…….…………………………………………...… Governance……………………….………………………………………………….... Appendix The 2009-2010 Plan……………………………..………………………………………. 47 3 4 6 6 8 8 9 10 10 12 13 17 17 21 27 33 36 37 38 43

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Executive Summary
A brief outline of the vision for exports, key strategies and the “call to action” for stakeholders – industry, their associations, government and other partners.
The Canadian wine export strategy outlined in the following pages is built on premium wines that celebrate our wine-growing diversity. It sets an ambitious target of doubling the volume of export of Icewine and premium table wines. Although this will only represent a tiny percentage of world-wide wine exports, it will create a valuable multiplier effect for Canadian agriculture, tourism and the domestic wine industry. To achieve the target requires focus and... [continues]

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