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Abstract

MontGras: Export Strategy for a Chilean Winery

Ref: 9-503-044

Author(s): Arnold, David J.; Stevenson, Howard H.

Product type: Case

To maximize their effectiveness, color cases should be printed in color. MontGras, a medium-sized Chilean winery, has to formulate an export strategy. It has to decide whether to emphasize the U.S. or U.K. markets, which also offer different positioning and pricing proposals. It has twice failed to penetrate the U.S. market because distributor relationships fell through and is deciding between two new potential partners. In the United Kingdom, it is offered participation in a supermarket promotion that will boost volumes, but at the expense of price maintenance. Includes color exhibits.

Subjects covered: Decision making; International marketing; Exports; Market entry

Settings: Geographic Setting:Chile Number of Employees:97 Gross Revenue:$7 million revenues

30 page(s)

Teaching note available

Published in: 2002