French wine, a slow down product. 2006 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [en]

The present dissertation deals with the factors which can lead a firm with a premium quality product to lose market shares. To go through this topic, the example of the French wine in Sweden is chosen. The aim of this study is to try to uncover the reasons contributing to the decline of French wine market share on the Swedish market. Indeed, for almost ten years, the French wine has been losing Swedish customers. The new entrants on the market (wines from the “new world”) and the boycott after the nuclear tests appear to be the major reasons of this crisis. But the French wine suffers from a crisis in France as well as due to a restrictive regulation. Once the data collected, several phenomenons seem to be at the origin of the problem. One of them is the essence of the wine: the taste. Studies show that Swedes are more incline to like tastes of vanilla or banana that own the “new world” wines. Then, for the mislaid Swedish customer, packaging is often too complicated. It means that the labels should be clearer and simpler. The biggest problem is the orientation of the winegrowers. They tend to be focused on the product instead of on the customer as the marketing approach would like. To remedy to this poor situation, attention must be paid on the customer. Indeed, the French side should try to look for the needs and wishes of the customers. The product needs to be adapted to the market. For instance, it is common in Sweden to sell the wine in “bag in box”. The conclusion is that France has good products; they just need to be sold in the right way, with the right marketing strategy.

Place, publisher, year, edition, pages

2006.

Keywords [en]

premium quality product, french wine, market share, marketing orientation

Identifiers

URN: urn:nbn:se:hh:diva-13655Local ID: U12815OAI: oai:DiVA.org:hh-13655DiVA, id: diva2:368846

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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