Friday, 16 July 2010

To What Extent Does The Country Of Production Dictate The Pricing Strategy Employed By A Small Wine Company When Selling To The UK Market?

The UK wine market has reached the maturity stage of the business life cycle. Despite this, it continues to experience change as a result of a shift in wine importer patterns and consumer tastes. These factors, exemplified by the effects of reduced barriers to entry, serve to provide a dynamic environment incorporating copious areas ripe for investigation. Producer pricing strategy is at the core of the change in the wine market, consequently it has been selected as the focus of this dissertation. The purpose of this dissertation is to establish and analyse the rationale of small wine producers when determining the price at which to sell their wine to the UK market. Moreover, it aims to discover the degree to which producers from different countries use origin as the primary determinant in devising a pricing strategy. Profit is the direct financial consequence of the pricing decision, either in the long or short term (Cannon and Morgan, 1990). Hence, this project will also determine the potential profitability and longevity of the producers under study.

1. Terms of Reference

2. Generic Information
Consumption in the UK wine market
Problems facing small wineries

3. Case Study Methodology

4. Case Studies
Hamble Valley Vineyard: England (UK)
Earl Jonqueres d’Oriola: France
Imperial Order Limited: Georgia

5. Discussion and Conclusion

6. References

7. Bibliography

8. Appendices
Ansoff’s Matrix
Cost and mark-up data
Graph illustrating cost and mark-up data
Questionnaire issued to owners

Download Here: Dissertation