Moving to multichannel strategy and increasing gross margins case study of the Domaine de Mongette and lecturing guidelines
| Autor: | d'hauteville, François |
|---|---|
| Přispěvatelé: | Marchés, Organisations, Institutions et Stratégies d'Acteurs, Centre de Coopération Internationale en Recherche Agronomique pour le Développement (Cirad)-Institut National de la Recherche Agronomique (INRA)-Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier (CIHEAM-IAMM), Centre International de Hautes Études Agronomiques Méditerranéennes (CIHEAM)-Centre International de Hautes Études Agronomiques Méditerranéennes (CIHEAM)-Institut national d’études supérieures agronomiques de Montpellier (Montpellier SupAgro), Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro)-Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro), Institut national d’études supérieures agronomiques de Montpellier (Montpellier SupAgro), Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro) |
| Jazyk: | angličtina |
| Rok vydání: | 2010 |
| Předmět: | |
| Zdroj: | 5. International conference of the Academy of wine business research 5. International conference of the Academy of wine business research, Feb 2010, Auckland, New Zealand 5th International conference of the Academy of wine business research (AWBR). 2010; 5. International conference of the Academy of wine business research, Auckland, NZL, 2010-02-08-2010-02-10, 1-22 |
| Popis: | International audience; The Mongette case study contains the informations required to set up a marketing plan calling for important and innovative changes in the marketing strategy of a medium size winery in the south of France. The overall objectives are to increase the present level of margins and decrease the risk of channel dependancy. It initiates a discussion on the compared advantages of different retail channels, on methods intended to determine wine prices (including cost based methods) and, finally, proposes to build a detailed marketing plan in order to forecast future margins. This case would fit particularly well into a marketing management course. It provides the opportunity to teach the students how to write a synthetic managerial report. |
| Databáze: | OpenAIRE |
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