Caso Chateau Margaux

7/23/2019 Caso Chateau Margaux

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CHATEAU MARGAUXCASE STUDY


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AGENDA

Introduction Situation Analysis

Problem/Decision Statement Identification of Alternatives Critical Issues Analyses

Recommendations


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CHATEAU MARGAUX


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MISSION STATEMENT

A brilliantly consistent wine of stunninggrace, richness and comle!ity", often called

the most seductive and elegant of all#ordeau! wines

$reatness comes from the erfect mi! offour things%

Agrandterroir &he right grae 'ariety Climate (igh)*uality human wor+


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SITUATION AUDIT - HISTORY Andre ent-elooulos urchased the chateau

in .00

1ocated in the #ordeau! region, whichroduces the most restigious wines in 2rance

3fficially classified in .455 as a first growth"6one of only 5 in the #ordeau! region7

Andre died in .48 and his daughter Corinne6then 90 years old7 inherited the estate


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SITUATION AUDIT - HISTORY

Corinne hired a new $eneralanager, Pontallier, who intime became one of the

world:s best wine e!erts

&hey transformed Chateauargau! from the worst toone of the best first growths

ent-elooulos eriod oneof the biggest achievementsin #ordeau!:s history


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48 hectares devoted to vinesfor roduction of red wines

.9 hectares devoted to vines

for white wines

.08 hectares to mind theforests and meadows for the; cattle that roduced

fertili-ers for the vineyards

08 roduction eole, < withadministrative functions

SITUATION AUDIT BUSINESS MODEL


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SITUATION AUDIT BUSINESS MODEL

Produced an average of .58,888 bottles eryear of its first wine, Chateau Margaux

988,888 bottles of its second wine, PavillionRouge du Chateau Margaux 6graes used fromdiscarded graes of first wine7

;;,888 bottles of its white wine, PavillionBlanc du Chateau Margaux

.8= of grae roduction sold in bul+ to otherwine merchants


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SWOT ANALYSIS

StrengthsWell-established prestige brandHigh profit marginsDemand for first-growth wines isstrong and growing

WeaknessesNo knowledge of customer baseMarketing is outsourced toBordeaux wine merchantsNo capacity to increase productionwithout weakening brand

OpportunitiesIncreasing demand worldwideNew type of customer the luxuryconsumer in !sia and "ussiaNew distribution channels#especially online sales

Threats$rench wines losing market shareworldwide%onnoisseurs tastes shiftingtowards different style of wine&hea'y tannins( that aren)t easilyproduced in Bordeaux


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PROBLEM/DECISION STATEMENT

Should Ch>teau argau! ta+e overdistribution from the #ordeau! merchants?

Should Ch>teau argau! add new, less

e!ensive wines to its ortfolio? Should Ch>teau argau! build mar+eting

and sales caacity?


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PROBLEM/DECISION STATEMENT


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CRITICAL ISSUES

* France is losing wine market share tonew world countries, such as Australia,Argentina, South Africa and New Zealand

* Connoisseurs could shift their tastes tonew world wines

* Watching some competitors expanding

* Compan has no structure !esidesproduction" No Sales, no #arketing"


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CRITICAL ISSUES* $odas las %entas se reali&an a tra%'s del mismo canal

desde ()**"* +a expansin podr-a poner en peligro la marca de

Chateau #argaux"* .roduccin limitada de /**"*** !otellas al a0o la

imposi!ilidad de expandirlo, de!ido a las regulaciones

estrictas en 1urdeos"* #ercado pod-a %er Chateau #argaux puramente como

un producto de lu2o"* Sin un registro de !ase de cliente 3nal"

* Cometidores1afite)Rothschild

outon)Rothschild

Chateau 1atour

(aut)#rion


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IDENTIFICATION OFALTERNATIVES

&ome un mayor control de la distribuci@n oasociarse con distribuidores de emlear unrograma de fideli-aci@n ara los clientes actuales

Desarrollar un lan de mar+eting ara un negociode turismo

Aumentar la lBnea de roductos ara satisfacer lasdemandas de otros consumidores

Status *uo


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ANALYSIS

8

85

.

.5

9

95

;

;5

teau argau! es uno de susactivos ms fuertes Eor diluirlo?

9 Fl actual sistema de distribuci@n funciona bien

; Direcci@n de la Sociedad est ligada a la tradici@ny no est listo ara innovar

teau argau!


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LO QUE REALMENTE SUCEDI


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Caso Chateau Margaux