Crafting Winning Strategies in a Mature Market: The US Wine Industry in 2001 Harvard Case Solution & Analysis

The case illustrates how the industry was increasingly squeezed, exceptionally competitive, and overcrowded at retail stages of the supply chain and the distribution. Despite the fact that the business was intensely competitive, wine producers have methodically competed along precisely the same set of variables that have hardly changed over the last few centuries.

Into this highly competitive US marketplace, the Casella Winery of Australia introduced [yellow tail] in July 2001. Little and unknown, they had anticipated to sell 25,000 instances in their first year. Actually, they had sold nine times that amount. By the end of 2005, [yellow tail]'s accumulative sales were monitoring at the 25 million cases, [yellow tail] soon materializing as the general best outstripping Italian, French and Californian brands.

PUBLICATION DATE: July 01, 2009 PRODUCT #: BOS018-HCB-ENG

This is just an excerpt. This case is about GLOBAL BUSINESS

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