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Complete Case details are given below :
Case Name : Marketing Chateau Margaux
Authors : John Deighton, Vincent Dessain, Leyland Pitt, Daniela Beyersdorfer, Anders Sjoman
Discipline : International Business
Case Length : 15 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Chateau Margaux, luxury brand or connoisseur brand? Although France is awash with unsold wine, demand has never been stronger for the very finest Bordeaux. How should Margaux sustain and grow its business? The Chateau management team is wondering if it can take more control of distribution instead of leaving it to the Bordeaux wine merchants. Also, can the Chateau build marketing and sales capabilities on its own? Who is the target market, wine connoisseurs or the newly rich? Corinne Mentzelopoulous, who took over the estate from her father in 1980, wonders whether a new lower-priced wine should be added to the portfolio.
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