Constellation Corporation has a very specific business. They import wine in barrel, and then they bottle it by using their big brand portfolio. They also produce wine but it's a minor part of their business. The major part is to market and sell a broad portfolio of wines throughout the world. The organization is very simple. The company has its headquarters based in New-York. He decides the marketing plan, using specific retailers to sell their wine all over the world. Even their structure allowed them to adapt their strategy to local market. Constellation had developed a unique franchising system which quickly put them to the top of their market. In fact, since the beginning, they had purchased other companies which where in the same activity sector in order to grow rapidly with a minimal investment. They have created an empire without a lot of money.
[...] Now it's most interesting for people who wanted to see was behind the making of this wine”. It's more human, more appreciated by connoisseurs. The most of the time, wine is sold with a smallest prize than in all others places. E-business and Hard discount are two different new ways to distribute wine. The first, E-business, is a system where everybody in the world can buy wine. It's not just specific wines, its world wines. This concept is in construction because it's young, but it can trigger a revolution in many different markets it's a little bit special about wine because consumers don't take to the habit of buying on the web, they prefer to see the bottle and think of buying it. [...]
[...] About production, we can say that 63.4 million of hectolitre of wine is produce by all French producers. In this production, many categories are describe: tranquil wine, effervescent wine etc of this production is dedicated to international export is consumed in France and 21% is used in other way. All French production is genuinely divided, some producers are specialized in exportation, other in national way. Cause to a real transformation of consumption, workers in this sector want to understand why and where the key to change this situation is. [...]
[...] A few years ago, consumers were obliged to buy wine in small specialized shop or directly at producer's cellar. Nowadays, we can sort, like in the past, but evolution of meanings is distinctly sure. Before we speak about specialized retailers, we must speak about supermarkets. In fact, supermarkets take a big position in the sale. Of course, many consumers buy wine in supermarkets. Producers, if they can, try to contract with supermarkets. It's really difficult to deal with supermarkets but it's a real possibility to increase sales. [...]
[...] To show what the consequence is, it's primordial to understand that consumer's feelings are changing and the industry of wine is difficult to integrate in France because of traditions and habits which are essential for the consumer. Trends are specific: specialist retailers lost profits, hypermarkets increase their profits, the consumption is casual and prices tend to increase. Macro environmental influences on demand We can distinguish four important influences The first one is the political influences In France there are some laws which tend to reduce the consumption of alcohol. [...]
[...] Many consumers enjoy good wine, especially people who have been drinking wine for many years. They discovered wine due to parents or family and keep the consumption habits. More than this point, renowned castles, work really hard to keep an image, a quality. They need to show that their fame is important to sell maximum wine. To succeed in this position, castles used journalists' analysis, and used specific quality criterias. M. Parker is an American, who worked all his life to discover best wines in the world especially in France. [...]
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