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Mainland China is one of the world’s largest markets for
imported wine. With a population of 1.38 billion, a burgeoning middle class and
modernising consumers, it presents enormous opportunities for Australian wine
brands and businesses. China is rapidly changing and it’s important to keep
abreast of the latest trends and insights to grow and harness its market
potential. Mainland China is one of the world’s largest markets for imported
wine. With a population of 1.38 billion, a burgeoning middle class and
modernising consumers, it presents enormous opportunities for wine brands and
businesses. China is rapidly changing and it’s important to keep abreast of the
latest trends and insights to grow and harness its market potential.

Regional and Country Analysis

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The economy in China has enjoyed growth of approximately 7%
and a 10% reduction within the poverty level. The middle class has increased to
roughly 350 million residents. (Brander and Spencer, 1998) With the median age
of 25, this highly educated group has a great deal of disposable income and
proves to be a perfect target market for Nyetimber. A Wine and Food article
reported that the wine trend will grow by 30% in the next five years, as
China’s new middle class grows and the culture becomes more modern, religious
and social taboos regarding wine drinking have diminished. All these factors
prove to be a favourable market in which to enter for an international firm not
familiar with local customs and culture.

 

 

Strategic Planning analysis

After completing a comprehensive environmental regional and
country analysis, I feel very confident china would be an excellent market for
nyetimber to break into. I have conducted a SWOT analysis on the Chinese wine
market. A SWOT analysis has been a useful tool for analyzing complex strategic
situations by reducing the information quantity needed to achieve a better
decision (Helms and Nixon, 2010). SWOT analysis considers both the current
strengths and weaknesses and the future opportunities and threats (Corsi et
al., 2013). The SWOT analysis has been applied in many scientific fields
including studies of wine industry.

 

Strengths: Growing market in China, Expanding middle class
with disposable income

 

Weaknesses: Nyetimber not currently a well-known brand
outside the UK.

 

Opportunities: 7% growth in population; 1% upper class
market

 

Threats: Strict import laws and heavy fees on alcohol Direct
Sea import channels for port of entry

 

 

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