STEN 4900 Study Guide - Midterm Guide: Baby Boomers, Millennials, Old World Wine
18 Apr 2018
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Case two global wine war 2009: new world vs. old world. Issue: the main issue in the case is the intense competition between wine industries across the globe as they fight toward gaining the largest share in the worldwide market of wine. At this point in time, no one country has more than a 1% share in the global market. Each country involved has unique advantages (ex. climate conditions, soil or transportation) but the market for wine is constantly changing, making it difficult for one country to consistently dominate. The biggest struggle is between the traditional, old world wine making countries, such as france, Italy and spain, and the innovative, new world wine making countries, such as australia, the. Analysis: for the remainder of the case, i will be focusing on the united states. They have innovated packaging and new marketing techniques, creating a competitive advantage.
