To
What
Extent Does The Country Of Production Dictate The Pricing Strategy
Employed By
A Small Wine Company When Selling To The UK Market? (2009)
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.
10,000
words – 50 pages in length
Excellent
use of literature
Good
use
of business models
Well
structures project
Ideal
for
business accounting / finance students
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
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