The new competition of the international wine market and its consequences on french producers' strategies : cace company : Champagne Fleury Domaine de la Garelle

Abstract

The aim of this dissertation is to examine the possible strategies adoptable by the French wine producers to face the new international competitors that have themselves applied efficient and aggressive marketing strategies to set up into the international wine market. With this analyse will be shown how two French companies have adapted or not to the changes, by adopting a different approach of the market. The theoretical part focus on how improving the French producers' competitiveness, by exploring all the possible strategies that would make the business more efficient. First comes the analyse of the global strategies as the different competitive strategies, to then focus more on marketing mix strategies that still belong to the global competitive strategies, but have to be adapted to each individual case. The empirical part was based on a qualitative method; an open ended questionnaire has been drew up and answered by two case companies. The empirical part was based on results of these two interviews with the wine producers. The answers gave explanation about the actual situation, and the area where changes have been done. By determining the needs and the difficulties of specific companies it would easier to understand which strategy would remain the most efficient.