| Case Title | The East is Red: French Wines in Asia |
| Case Author(s) |
David Remmers
|
| University | INSEAD |
| Abstract | The case describes the boom and bust of sales of French wine, especially expensive Bordeaux wines, in Asia. The unstructured and fragmented markets of developing Asia offer opportunities for tailor-made, branded products. But such entry may be too early. In Japan, bulk imported French wine is already successfully marketed by Japanese companies under their names. For David, a young MBA, Japan may be too late for an entrepreneurial venture. The case requires the analysis of a business which in France is mature and sophisticated, but in Asia is in its infancy and, thus, volatile. Judgement is required whether the burst of demand from Asia is only a fad or the beginning of a tremendous market development. This judgement and the consequences for a marketing strategy has to take into account the vast differences in consumer behaviour between Asia and the West. This case contains colour exhibits. *Abstracts reprinted with the permission of INSEAD* |
| Available In | The INSEAD case collection at the European Case Clearing House |
| Publisher | INSEAD |
| Publisher Case No. | 599-044-1 |
| Distributor(s) | European Case Clearing House |
| Pub/Rev Date | 2001 |
| ISBN | |
| Case Length | 23 pgs |
| Teaching Note | No |
| Pub TN Ref No. | |
| Pages (TN) | |
| Issues | Deciding on the feasibility of a long term strategic business venture and working out the business plan. |
| Organisation(s) |
|
| Countries | Asia |
| Industry | Food, Beverages & Tobacco |
| Period Covered | 1999 |
| Level | Undergraduate/Postgraduate |
| Links of Interest |
A website on French wines Buy wine online at this site |
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