The Strategy battle in the wine industry: Australia vs. France.
The French wine has taken the lead in the market by gaining undisputed recognition from varied forces for quite a long time. For instance, the French wine is Building on the Appellation d’Origine Contolee (AOC) system, alongside having a distinctive labor controls and requirements for almost all the 450 wine growing areas. The wine has maintained great quality, though this has been dependent on the soil, climate and the skills of the growers. Moreover, the French wine has forged a New World approach in terms of its production in order to great taste, quality and style (Lereboullet, Gérard, and Douglas 328). The reliability concern is another aspect that the wine had to put into consideration as grapes were sourced from anywhere in order to ensure the product’s reliability in the markets is upgraded.
Reasons for success of the Australian wines
The Australian wine has been success on specific grounds: First, the Australian wine maintained its quality across the years as other wines like the French wines having a different quality from one location to the other and from year to year. Secondly, the Australian wine gave emphasis on the significance of the local area of the wine’s local area of origin, thereby, branding the country (Australia) as a wine region and further emphasized on a variety of grapes, for example, a Chardonnary and a Shiraz. The production approach of the Australian wine was on the basis that taste, style and quality are based on consumer demand but nor the local production conditions.
Chamarre’s Strategy
The competitive strategy that Chamarre has been adopted in response to the Australian and other New World wines is that they get rid of the stuffy pretentiousness which surrounds the French wine (Lereboullet, Gérard, and Douglas 384). Chamarre had restructured its operations in order to bring wines to life for the consumers on a platform that puts the brand to be lively, approachable and uncomplicated to bring upon consistent high quality wines besides having a fresh easy drinking style sort by customers.
Work cited
Lereboullet, Anne-Laure, Gérard Beltrando, and Douglas K. Bardsley. "Socio-Ecological Adaptation To Climate Change: A Comparative Case Study From The Mediterranean Wine Industry In France And Australia". Agriculture, Ecosystems & Environment 164 (2013): 273-285. Print.
