Term
| What are the top five wine producing countries by 2011? |
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Definition
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Term
| What is the current standing of Chile in the current list? |
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Definition
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Term
| How is Chilean wine is positioned? (p 1) |
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Definition
| the lower end of the fine-wines price range |
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Term
| What was the strategic focus of Montgras since it was born? (p 1) |
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Definition
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Term
| Why did the international wine market looked gloomy? (p 1) |
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Definition
| worldwide and domestic overproduction, intensifying global competition |
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Term
| In which countries Montgras has significant market share? (p 1) |
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Definition
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Term
| Which country does Montgras want to enter? (p 1) |
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Definition
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Term
| How was the wine industry transformed in the 1980s? (p 2) |
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Definition
| entry of new producers from outside Europe |
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Term
| How were the old world wine brands named? (p 2) |
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Definition
| after the growing regions themselves (bordeaux, chianti |
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Term
| Which countries dominate the new world wine industry? (p 2) |
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Definition
Australia
US
South Africa
Chile
Argentina |
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Term
| What are the differences between the old and the new world wine industry? (p 2) |
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Definition
| New world was innovative in production processes and a more scientific approach to operations. |
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Term
| How did the consumption of red wine and table wine changed? (p 2) |
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Definition
table wine was in decline
red wine was increasing |
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Term
| What was the shift in the world wine consumption? (p 2) |
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Definition
| from traditional wine-producing countries to import-dependent countries |
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Term
| What is the French Paradox? (p 3) |
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Definition
| refers to the coincidence in France of lower-than-average mortality rates from cardiovascular disease and higher-than-average consumption of saturated fats, such as butter and cheese. Doctors presented benefits on TV. |
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Term
| How did it change the consumption of red wine? (p 3) |
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Definition
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Term
| What was the prediction of Australian trade commissioner about the wine industry? (p 3) |
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Definition
| that the wine industry would be marked by fierce competition, leading to a drop in overall prices |
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Term
| Why was the Australian wine cited as a role model? (p 4) |
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Definition
| transforming an agriculture commodity into a quality, branded-image product |
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Term
| What were the characteristics of the Australian wine industry? ( p 4) |
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Definition
| enjoyed considerable government support in its export drive |
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Term
| How was the Chilean wine industry affected after the crisis in 1983? (p 5) |
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Definition
led to industry consolidation
number of wineries fell to 15 in 1990
led to crop replacement
drop in vine acreage |
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Term
| What lead to the export boom in the 1990s? (p 5) |
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Definition
| Chilean wineries started to produce higher-quality varietal wines for export |
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Term
| What happened to the wineries that exported to Japan? (p 5) |
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Definition
| those wineries had difficulties restarting their previous commercial relationships, since the trust had been lost |
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Term
| What was the main reason for low cost of Chilean wine? (p 6) |
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Definition
| land prices were a lot cheaper in chile |
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Term
| What was the reputation of the Chilean wine? (p 6) |
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Definition
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Term
| What were the effects of the increasing investment by French, Spanish, and Californian wineries? ( p6) |
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Definition
| increased quality and also opened new marketing channels |
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Term
| Why did do you think Montgras joined Chilevid? (p 6) |
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Definition
| sole objective was developing export promotions |
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Term
| What are the challenges of the Chilean wine industry? (p 6-7) |
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Definition
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Term
| What would the consequences of decreasing grape prices? (p 6) |
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Definition
| result in Chilean wines being perceived only as a low price alternative |
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Term
| What is the objective of Montgras to reach by 2006? (p 7) |
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Definition
| to grow 10% a year in exports and reach sales of 5.46 gallons per capita in the domestic market |
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Term
| What were the results of the market study done by Interbrand? (p 7) |
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Definition
| that Chilean wine had built a strong reputation as "good value for the money" |
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Term
| What was the goal of Montgras? (p 8) |
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Definition
| not to compete against the larger Chilean wineries but instead to produce higher-quality wines that commanded premium prices |
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Term
| What types of wine did Montgras sell? (p 8) |
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Definition
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Term
| Why was self-sufficiency important for Montgras? (p 8) |
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Definition
| way to control quality for reserva wines |
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Term
| Which type of wine was produced in Ninquén hilltop? (p 9) |
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Definition
| ultra-premiuim-quality wine |
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Term
| Why was working capital required in the wine business? (p 9) |
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Definition
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Term
| Which type of wine required more working capital? (p 9) |
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Definition
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Term
| What percent of Montgras production was exported? (p 9) |
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Definition
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Term
| How was Montgras ranked among the 200 Chilean wine exporters? (p 9) |
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Definition
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Term
| What is the top export market for Chilean wine? (p 9) |
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Definition
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Term
| What is the top export market for Montgras wine? (p 9) |
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Definition
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Term
| What is the potential for Montgras in U.S., Canada, and Germany? (p 9) |
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Definition
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Term
| Which market did MontGras management prioritize for future growth? ( p10) |
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Definition
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Term
| How is the U.K. wine market? (p 11) |
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Definition
| one of the most competitive in the world and had experienced significant growth in per capita consumption |
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Term
| What are the reasons for Montgras’ success in the U.K.? (p 11) |
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Definition
| offered only its reserva lines and built strong relationships |
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Term
| Who are the parties that get a markup? (p 11) |
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Definition
| national importers and retailers |
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Term
| For which wine high fixed tax is advantageous? (p 11) |
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Definition
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Term
| What is the role of supermarkets in U.K. wine sales? (p 11) |
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Definition
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Term
| What is the role of promotional sales in the U.K. wine sales? (p 11) |
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Definition
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Term
| What are the advantages and disadvantages of running a promotion with the retail store Tesbury? (p 11-12) |
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Definition
| more sales but undermines position strategy because of lower price points |
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Term
| How does the wine distribution system work in the U.S.? (p 12) |
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Definition
| producer to wholesaler to retailer to consumer |
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Term
| How does the U.S. wine market differ from the U.K. wine market? (p 12) |
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Definition
| US market was still fragmented at the retail level because of distribution system |
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Term
| How did the previous agreements in the U.S. end? Why? (p 13) |
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Definition
| Montgras ended relationship due to lack of sales. |
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Term
| What price segment did Middleton believed Montgras should focus? (p 13) |
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Definition
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Term
| Who would be the competitors of Mongras at this price segment? (p 13) |
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Definition
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Term
| How did World Wine Importers want to price Montgras wines and how to position them? (p 13) |
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Definition
| "value for money" to compete against Californian wines |
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Term
| How did Cabo Importswant to price Montgras wines and how to position them? (p 14) |
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Definition
| "brand champion" full-time brand manager in US |
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Term
| What were the results of Wine Spectator’s review of Monrgras wines? (p 14) |
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Definition
| 85 and 87 out of 100 and received favorable reviews |
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Term
| Why consumers prefer Californian wines compared to Chilean wines? (p 14) |
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Definition
| image, the better perception they have of the Californian wines is general |
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Term
| What is the sequence criteria for selecting wine? (p 14) |
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Definition
| red vs white, then country, price, grape variety, and only then brand |
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Term
| What are the ways to promote wines? (p 14) |
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Definition
| spend millions of dollars or make your brand known through wine journalists and opinion leaders |
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Term
| Why does Montgras focus on promoting Ninquén? (p 14) |
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Definition
| if they promote their ultra-premium wine, it has a halo effect on the whole range. |
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