Wine

Nick Machak

MBA 652

Chateau Margaux: Launching the Third Wine – Marketing Case Analysis

Who doesn’t like wine? I have to say, nothing is better with a meal than a yummy glass of wine. Wine can be paired with any type of food. As the article states, French wine is top quality for many reasons; excellent terrain, rich soil and the perfect climate (Chateau Margaux: Launching the Third Wine, pg 4). The article also stated, as of 2013, the global wine industry was estimated between $60-65 billion in revenues annually, with hundreds of thousands of wineries across the globe producing over 30 billion bottles.

The company Chateau Margaux is located in the Bordeaux region of France. The Bordeaux region in France is considered the best place for red wine in the world (www.yourwineiq.com). Bordeaux wine is heavy, full bodied, high in tannins and easy to drink. Do you know what the most expensive wine is? A bottle of Chateau Margaux 1787.

Chateau Margaux has a complex history as we read in the article. Chateau Margaux estate dates back to the 12th century. Chateau Margaux has been around for 75 years. The wine estate has changed hands but all owners have kept the tradition of exceptional winemaking (Chateau Margaux: Launching the Third Wine, pg. 7). Andre Mentzelopoulos bought the wine estate in 1997. The current CEO is Corinne Mentzelopoulos. Corinne took over the estate when her father passed. When Corinne took over she hired, Pontallier who is a wine expert. Mentzelopoulos and Pontallier have done wonders for Chateau Margaux. They have transformed the wine estate from poor growth to one of the best growth.

Problem Statement:

How can Chateau Margaux develop a third wine and change marketing while maintaining its high end positioning.

5 C’s of Chateau Margaux:

The 5 C’s benefit Chateau Margaux by setting or establishing a foundation for marketing.

* Customer

* Company

* Competitors

* Context

* Collaborator

Customers:...