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商品編號： 9-507-033 出版日期： 2006/10/06 作者姓名： Deighton, John;Dessain, Vincent;Pitt, Leyland;Beyersdorfer, Daniela;Sjoman, Anders 商品類別： Other 商品規格： 15p 再版日期： 2007/08/16 地域： France 產業： 個案年度： 2006 - 2006
商品敘述：
Chateau Margaux, luxury brand or connoisseur brand? Although France is awash with unsold wine, demand has never been stronger for the very finest Bordeaux. How should Margaux sustain and grow its business? The Chateau management team is wondering if it can take more control of distribution instead of leaving it to the Bordeaux wine merchants. Also, can the Chateau build marketing and sales capabilities on its own? Who is the target market, wine connoisseurs or the newly rich? Corinne Mentzelopoulous, who took over the estate from her father in 1980, wonders whether a new lower-priced wine should be added to the portfolio.
涵蓋領域：
Brand management;Pricing strategy;Global strategy;Product distribution;Industry analysis
相關資料：
Case Teaching Note, (5-508-107), 14p, by John Deighton, Leyland Pitt
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