Wines

Case Solution for The Deutsch-Casella Joint Venture and [Yellow Tail]® Wines: Trading Up or Trading Down?
Complete Case details are given below :
Case Name :      The Deutsch-Casella Joint Venture and [Yellow Tail]® Wines: Trading Up or Trading Down?
Authors :           Armand Gilinsky Jr., Raymond H. Lopez
Source :             North American Case Research Association (NACRA)
Case ID :            NA0302
Discipline :        Strategy
Case Length :    23 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In early February 2009, executives from a U.S. wine importer, W. J. Deutsch & Sons (Deutsch), met in White Plains, New York, to try and reach a consensus on how to respond to changes in the marketplace. Wine consumers had begun purchasing less expensive wines, or “trading down,” amidst a global recession in 2008-2009, reversing a five-year “trading up” trend. Inventories ballooned in the wine industry supply chain. Some producers and importers, unable to sell stocks, went into default. After an initial failure in the late 1990s to create an import brand with Casella Wines in Australia, Deutsch found success with the [ yellow tail ] brand – the number one Australian wine export and U.S. import from 2003-2008. John Casella, Managing Director of Casella Wines, suggested repositioning the [ yellow tail ] brand, priced at $4.99 – $5.99 per 750ml bottle, while Deutsch’s founder, Bill Deutsch, and his son, Peter (CEO), could not agree on a strategy.
 
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Case Solution for Israeli Wines in China: Reaching for New Heights
Complete Case details are given below :
Case Name :      Israeli Wines in China: Reaching for New Heights
Authors :           Ilan Alon, Jennifer Dugosh, Meredith Lohwasser
Source :             Ivey Publishing
Case ID :            W14141
Discipline :        General Management
Case Length :    21 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In 2012, Golan Heights Wines wanted to take advantage of the Chinese market. In recent years, China had demonstrated incredible growth in the wine market. Consumers’ growing interest in wine products had made wineries and vineyards like Golan Heights hungry for entry. The CEO of Golan Heights Winery had gone to China with her products in 2009. She had chosen distributorships as the mode of entry because of their expertise and experience in the Chinese market, something she did not possess. Since she had entered the market, however, she had learned of the seemingly disappointing demand for Israeli wines. Sales were rather limited given the size of the market. Most Chinese consumers who sought imported wines wanted them from Europe, particularly France. Additionally, vendors and distributors did a poor job of pushing Israel products. The CEO needed to devise and execute a series of strategies to better take advantage of the impressive Chinese market, establish a brand for Golan Heights Wines and create a platform for future growth.
 
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