Assessing Industry Threats and Opportunities
Case: Competition in the Global Wine Industry (CB)

Discussion Agenda: You have been selected as a consultant by a U.S. wine industry trade association to recommend internationalization strategies for U.S. wine producers. Assess the attractiveness of the global wine industry and recommend specific country markets that would be suitable for U.S. wine producers to target for entry. You should then suggest appropriate strategies that U.S. wine producers should consider when entering new markets. You should be able to use the concepts and tools of analysis presented in Chapters 2 and 6 to support your analysis and recommendations.

Case Preparation Questions:
1. What are the dominant business and economic characteristics of the global wine industry? What is the industry like?

 Global wine market decreased from 1997 to 1998
 US wineries were switching from family management to professional management

2. What is......

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Title: Mondavi
Approximate Word Count: 3595
Approximate Pages: 15 (250 words per double-spaced page)

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