Wine consumption in Japan is increasing annually. However, local producers are unable to supply its market demand because Japan is mostly unsuitable for viticulture. The terrain, soil composition, and especially climate conditions make the cultivation of grapes very difficult. This condition leads to high wine imports into japan from Europe, Australia and America. In terms of the major European wine exporters to Japan by country, France as part of Central and Eastern European (CEE) wine producers takes the top position when it comes to both variety and quantity, closely followed by Italy. France exported 504,000 hecto litres of wine only to Japan in 2011, accounting for 35% of the whole market (1). Japan imports 67% of total domestic wine consumption …show more content…
The majority of Japanese wine consumer lacks on country and brand awareness, Western European and New World wines dominate the market, demand for good quality at low prices, high tariffs, market intermediaries, leading to price augmentation of the products and elitist approach. However, the expansion of Central and Eastern European wine producers into Japan could bring mutual benefits to both parties. CEE could expand their market into other Asian market and Japan benefits from market diversification and competition between different foreign producers could further lower prices and increase the wine quality for Japanese consumers. …show more content…
Premium wine is a product that has no substitute, liquor or other non-alcoholic beverages certainly cannot be classified as a substitute for premium wine products. However, the competition within the wine industry is fierce. All brands are constantly fighting for a portion of their market, and here is where brand management and creation becomes outmost importance to ensure their sustainability within the Japanese market. The threat of new entrant is considered to be low, the barriers towards the industry is considerably high. They require very strong channel, supplier and knowledge to produce products that are worth competing in the market. Never the less, there are still fair amount of individuals that enters the industry for their personal goal of having their own winery without expecting any economic gains from their winery. The supplier power within the wine industry are considerably high, bottle and grapes producers has a lot of choices on to which winery to supply to so that they can be the price maker instead of the price taker. Increasing competition within the industry also leads to increasing buyer’s power, brand competition often leads to price competition. Producers need to ensure that they offer the highest quality products while still maintaining low production costs to sustain their competitive advantages within the market. Buyers have a
The beer brands were classified as popular, premium, super premium, and ultra-premium. The distinguishing factor determining if brands belonged to different classes was whether beer was produced by four largest companies (Anheuser-...
The aim of this report is to examine Innocent Drinks position within the market and to see how their position of strength can be built upon, both in the current market and any potential new markets.
The purpose of this case study is to explore the implications for expanding the products offered by Mountain Man Brewing Company (MMBC) from one product, Mountain Man Lager, to adding a Light version of the beer. This paper will evaluate the following:
Current food trends in Japan consist of alcoholic beverages, imported pasta, cookie wafers, snow ice (a type of incredibly sweet ice cream), soft shell shrimp, tea and coffee.
It’s easy to understand why Mondavi is primarily involved in the domestic market, with a small number of select partnerships and limited involvement with other wineries in different foreign markets. The company has always considered itself a family operation with an emphasis on high-end quality, and looked to work with similarly voiced companies that operated with similar motives. The partnerships are almost all in the ultra-premium and luxury premium segments, such as the highly prestigious Opus One offering, the minority interest in the Italy’s Ornellaia, and the Frescobaldi partnership that produced three more high-end wines in Montalcino, Italy. Amongst all their partnerships, only the Chilean joint venture produced any offering for the growing popular premium segment, with a Caliterra brand that sold 25% of their product in the United States.
However, entering into a market as different as Japan is not without its risks, and must be ensured to be successful, with the help of market research, marketing, and operational theories, lest the new venture become a very costly mistake. Target Consumer Market When moving to a market with a consumer culture so different from the home market, a company must be careful to analyse its target audience in detail, to avoid costly cultural faux pas. To get a good feel for the Japanese culture, a good place to start would be the experts in the cultural studies field. Hofstede’s cultural dimensions, created during his in-depth GLOBE study of the cultures of the world, gives a good comparison between the priority differences between Japanese and English culture. A detailed analysis of the cultural differences will be given in the ‘Marketing Issues’ section of the report.
The higher quality products have a longer aging period, more alcohol content, and a higher price. Consumers may choose a substitute that has as much aging, but has more alcohol content for a cheaper price. In other words, the may be more concerned with feeling like they are getting their money’s worth. Table 9 Product Aging Alcohol Content (%) Price (1 liter)* Bourbon 1-20 years 40 - 75 $13 - $180 Rum 1-22 years 40 – 95 $4 - $120 Vodka No aging 40 – 50 $8 - $75 Tequila 14 days – 10 years 45 - 50.5 $3 - $140
In order to achieve this objective Robert believed that he needed to build a Robert Mondavi brand in the premium wine market segment. This resulted in the initial pro¬duction of a limited quantity of premium wines using the best grapes, which brought the highest prices in the market and had the highest profit margins per bottle. How¬ever, he soon realized that this strategy, while establishing the brand, did not allow the company to generate enough cash flow to expand the business. In order to solve this problem Robert decided to produce less expensive wines that he could sell in higher volumes. He dedicated time and effort to finding the best vineyards in Napa Valley for the company's production of grapes. In addition, he signed long-term con¬tracts with growers in Napa Valley and worked closely with each grower to improve grape quality.
The consumption of beer and Gin significantly varies between 1700 and 1760 as shown in source 1. With Gin being introduced in 1700, it begins with a steady increase with people trying the new spirit. By 1715 the consumption of Gin begins to rapidly increase, this may be due to the restrictions of Gin production being lifted, making Gin more wildly available. At this time, beer continues at a steady consumption as it had since 1700. The gin consumption continues to grow until 1751 when the Gin Act was introduced, this introduced selling restrictions which overall made the price of gin increase. From this new law, the gin consumption dramatically dropped, no longer was it the cheapest choice of alcohol. Once people diverted away from Gin, they went back to beer, this is shown in 1751 when the beer
...specific, the prices of leather goods, accessories, watches, jewelry, shoes and ready-to-wear of Louis Vuitton dropped by seven percent in 2008. Besides, Fujii takes some actions to face the challenges. For example, he sets an Internet business to follow the world trend and to enlarge the distribution channel. Also, he increases the product line to cover the children clothes and enlarges the market by opening stores in mid-size and small cities. Since Japan is still a developed country with wealthy families, the Japanese luxury market would still be a healthy and attractive market for Louis Vuitton and these challenges could be overcome in large extent.
Export trends have been an important factor during Japan's present economic adjustment period, and the structures of Japanese exports, together with the imports, have been changing substantially in recent years. The changes in the country's export and import structures during the 1990s can be characterized by the following three key developments: (1) the weight of IT-related goods has been rising in both real exports and imports; (2) real imports of consumer goods from East Asia has been increasing; and (3) the US remains Japan's largest trading partner as a single country. Due to these factors, maintaining its comparative advantage became the priority in the current global economy.
Diageo has long been the front-runner in the premium drinks business. Its brands include Guinness, Smirnoff, Bailey's, Johnnie Walker, and Cuervo complimented by broad range of local and specialty brands from around the world. In 2002, Diageo held a 15% (United States-Spirits, 2002) market share and was by far the leading manufacturer of spirits in the United States followed by Pernod, and Fortune Brands, Inc. The market is expected to have 9.8% (Huddleston, 2005) growth in the next three to four years, so new entrants may find the going hard unless they have capital to sustain themselves.
The beverage industry is highly competitive and presents many alternative products to satisfy a need from within. The principal areas of competition are in pricing, packaging, product innovation, the development of new products and flavours as well as promotional and marketing strategies. Companies can be grouped into two categories: global operations such as PepsiCo, Coca-Cola Company, Monster Beverage Corp. and Red Bull and regional operations such as Ro...
Within the wine industry, it is often thought of as having a low threat of entrants based on a historical understanding. In the Old World, the use of technology and automation is avoided as well as the use of strategic advertising and promotion methods. In addition, a highly regulated production system is implemented for certain inputs of the industry, which introduced a low threat of new entrants. However, the threat has risen in the New World due to the investment in technology and automation based production as well as an increased budget for advertising. The ability to start an independent, high-end winery takes a large physical and financial capital investment.
The consumption of alcoholic beverages has caused too much turmoil in our society. A careful examination of this subject can help an honest person see the terrible consequences that alcohol can bring to those who become a slave to it. Even though some people do not wish to recognize that the consumption of alcoholic beverages is something unethical, we must acknowledge that it is. The issue that will be under discussion is one that is spreading around very fast. So fast that some people see it as something normal. With regards to this, let us read a comment made by Mr. Rushmore,