Escolar Documentos
Profissional Documentos
Cultura Documentos
CASE STUDY
AGENDA
Introduction
Situation Analysis
Problem/Decision Statement
Identification of Alternatives
Critical Issues
Analyses
Recommendations
CHATEAU MARGAUX
MISSION STATEMENT
A grand terroir
The right grape
Variety
Climate
High-quality human work
SWOT ANALYSIS
Strengths
Well-established prestige brand
High profit margins
Demand for first-growth wines is
strong and growing
Weaknesses
No knowledge of customer base
Marketing is outsourced to
Bordeaux wine merchants
No capacity to increase production
without weakening brand
Opportunities
Increasing demand worldwide
New type of customer: the luxury
consumer in Asia and Russia
New distribution channels,
especially online sales
Threats
French wines losing market share
worldwide
Connoisseurs tastes shifting
towards different style of wine
(heavy tannins) that aren't easily
produced in Bordeaux
PROBLEM/DECISION STATEMENT
PROBLEM/DECISION STATEMENT
CRITICAL ISSUES
CRITICAL ISSUES
Competidores
Lafite-Rothschild
Mouton-Rothschild
Chateau
Latour
Haut-Brion
IDENTIFICATION OF
ALTERNATIVES
Status quo
ANALYSIS
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
RECOMMENDATIONS
Status
quo
1.
3.