New world wines in the UK market: re-thinking the right strategies for 2020

Abstract

Title – New World wines in the UK market: re-thinking the right strategies for 2020. Subject area – International marketing, international strategy, strategic decision making, consumer behaviour, brand strategy. Study level/applicability – This case study is intended for MBA and Masters courses, specially in MSc Marketing, MSc Strategy and International Business. Case overview – The case presents new comparative data of a decade consumer research of imported wines conducted in the UK in the years 2002 and 2012. The task of the students is to understand consumer's changes, new preferences and new trends in this industry and to implement the new international marketing strategy for the Chilean wine industry in the UK market. Expected learning outcomes – The students should be able to identify the key issue of this case study, which is related to how Chilean wines can compete better in the international market place, facing strong competition from both Old and New World wine producers. It is also important to understand the comparative data from 2002 versus 2012, the changes in consumers' preferences and new trends of this industry. How to implement the marketing strategy in a highly competitive environment is a key task for the students. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.