Les vins australiens sur le marché irlandais

9.95€

Ajouter au panier

11 pages .pdf

anglais

marketing

exposé

publié le 21/08/2008

avis client : non évalué

niveau : expert

consulté 0 fois

cv auteur

cv comité de lecture

Résumé

For the last 20 years, the Irish wine market has never stopped growing in terms of value and volume. Ireland is the fifth destination to the Australian wines. Australia is the leader in the Irish wine market. However, the distribution system in Ireland does not allow the Australian companies to have a strong power of negotiation. The Irish wine market is a young market (compare to France or Germany) and the trends are changing (not really stable), for example white wine and sparkling wine are the main growing segment. Fortunately, Australia owns a good marketing to understand the demand and to fulfil its needs. Australia is promoting its wine through different events targeting different “groups” (for example, general public or professional). Irish wine market has positive forecasts for the growth of the volume, value and consumption. However, new concurrents are starting to use the same “friendly” marketing as Australia does. Chili is the most serious threat for Australia. Finally the Irish wine market is full of opportunities in different segment (for example, white, rosé, red or sparkling) of the market, but in the same time it is a challenge for Australia to keep the first place.

Sommaire

A current picture of the Irish wine market
1. A general description of the Irish wine market
2. The distribution system and trends
A good marketing linked to positive forecasts
1. 'Fresh' marketing techniques
2. Some positive forecasts for the Irish wine market

Documents les plus consultés sur 30 jours en marketing