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French and Australian's Wine and Generic' Business Strategies

Autor:   •  November 26, 2011  •  Case Study  •  954 Words (4 Pages)  •  1,236 Views

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Case study of French and Australian's wine and Generic' business strategies.

Competitive Strategies is concern how a strategic business achieve a competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices.

Strategy Clock is a model used in marketing to analyse the competitive position of a company in comparison to the offerings of competitors. As with Porter's Generic Strategies, Clock-in Strategy considers competitive advantage in relation to cost advantage or differentiation advantage. This strategy is more likely to be sustained with the combined characteristic of value, rarity, inimitability and non-substitutability. Under condition of lock-in imitators and substitutes are unable to attract consumers.

The French wine market is very large in the world. French wine has been distinguished from other by its quality and its unique taste French wines that made its reputation legendary in the world.

The French are great winemakers, able to invent, produce, wines of worldwide success. Quality agricultural and wine-making, are important to make known their wine in the world, a very good marketing, tasks required to make a product, sales strategy and advertising. The French distinct reputation may also be related to politics of distinct French regional identities which ‘terroir' products were supposed to symbolise as well as sustain. It has been further supported as well as undermined by the gradual recognition of human factors. Regional products are associated with unique histories specific to the region – techniques of production are tailored to specific local environments representing authenticity.

The Champagne and Bordeaux are legendary areas, their name is recognised and protected throughout the world, some of the wines produced here, especially in Bordeaux, are sold to stratospheric prices. They are able to refinance themselves immediately, without having to wait two or three years to sell the wine in the bottle. France has been the global wine leader for a very long time and French wine producers are still renowned throughout the world for their great quality wines.

The success of Australian industry wine was the most efficient and around the world, a rather recent history and an excellent level of quality achieved in a short time, also adding a character typical to their products. Australian wine legislation is simple and permissive that has helped wine producers allowing them to be innovative and proactive.

Australian wine companies are significantly more market/marketing oriented and more proactive in their strategic orientation than their French counterparts. More specifically, in addition to be more customer-oriented, more competitor-oriented, and more cross-functionally coordinated, Australian


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