Global Wine Markets

Pedagogical contribution of the course to the program

LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.
Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.
Students will understand state-of-the-art management concepts and tools and use them appropriately.
Students will implement appropriate methodologies to develop appropriate solutions for business issues.
LEARNING GOAL 2 : Students will develop advanced-level managerial skills.
Students will work collaboratively in a team.
Students will participate in a decision-making process in a critical way.
Students will communicate ideas effectively, both orally and in writing, in a business context.
LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment.
Students will analyze business organizations and problems in a multicultural and international environment

Description

The wine production sector is going through a period of rapid change, especially at international level, resulting in a number of challenges for wine organisations. They have to consider not only the emergence of mass marketing and changes in consumption practices but also the important competitive density and the legislation, which differs from one country to another, when producing and selling their wines. There are also other constraints, more local, such as difficulties of settling down and transmission, land pressure or soils constraints (irrigation in particular). In this uncertain context, it seems necessary for wineries to understand their environment to be able to anticipate strategic issues they are facing or will be facing in the coming future This course provides participants with a study of the international and the French Wine Business environment. It is dedicated to give participants awareness and understanding of strategic perspectives and unique challenges faced by organisations within the wine industry. The objective is for participants to have the opportunity to develop their skills and acquire knowledge about the highly competitive and changing wine business environment. The course is conducted on an intensive mode in a 3,5 days seminar. Participants will be encouraged to actively engaged through class discussions and group presentations.

Teaching methods

Learning objectives

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Outline

DAY 1 - Monday 21rst September 2020 – Coralie HALLER et Juan Antonio LO BELLO Session Lecture content Online Use Assessment Session 1 8h30-9h15 Introduction – Course Syllabus and assignments Group building Juan Lo Bello - About Putting groups together + Assign market and wines to the groups + Set the scene of the role Assign teams of 3-4 students to breakout rooms on BBB Student choose notetaker & spokesperson Attendance Session 2 9h15-9h45 The Wine Map of France and Prowein Report 2019 - Map of France wine regions - Introduction to the wines selected for International launch. Key facts - Introduction to the “category” of the wines selected. Key facts. ` Future Markets by Attractiveness BBB main conference room Attendance Session 3 9h45-10h30 Coaching Groups working in breakout rooms on BBB Group Project 1 Session 4 10h45-11h30 Introduction to the Nordic Monopolies and Denmark BBB main conference room Participation Session 5 11h30-12h Coaching Groups working in breakout rooms on BBB Group Project 2 Session 6 13h-14h Introduction to Japan, China and Hong Kong BBB main conference room Attendance Session 7 14h--14h30 Coaching Groups working in breakout rooms on BBB Group Project 3 Session 8 14h45-15h45 Introduction to Canada and the US markets BBB main conference room Session 9 15h45-16h15 Coaching Groups working in breakout rooms on BBB Group Project 4 Session 9 16h30-17h30 Preparation for “Presentation Group Work” 17th November BBB main conference room Group Project 4 DAY 2 - Tuesday 22nd September 2020 – Coralie HALLER Session Lecture content Online Use Assessment Session 1 8h to 8.45 State of vitiviniculture world markets Main conference room Attendance Session 2 9h to 10.30 The French Wine Industry: roles of, and interrelationships between various stakeholders Main conference room Attendance Session 3 10.45 to 12hrs Coaching Groups working in breakout rooms on BBB Group Project 5 Session 4 13h to 13.45 Group Presentation Each spokesperson has 5–minutes to present ppt to entire class Group Project 5 Session 5 14h to 15.15 Old world Vs New World of wine Main conference room Attendance Session 6 15h30-16h30 Main strategic business models PESTEL and Porter 5 forces Main conference room Attendance Session 7 16H30-17h Brainstorming session Main conference room Participation DAY 3 - Wednesday 23rd September 2020 – Michel COUDERC Session Lecture content Online Use Assessment Session 1 8h to-9.15 Wine making & selling costs and Wine pricing: cross analysis of wine business through collective cases studies discussed all together. Focus on marketing & collective actions. BBB main conference room Attendance Session 2 9.30 to 10.30 Groups cases studies - apply previous method and data (eventually completed) - coaching Groups working in breakout rooms on BBB Group Project 6 Session 3 10.45 to 12hrs Group presentations and discussions Each spokesperson has 5–minutes to present ppt to entire class Group Project 6 Session 4 13h to 13.45 The Rosé Wine market: Data and Key Success Factors Course introduction: Rosé wine specificities and big data BBB main conference room Attendance Session 5 14h to 14.45 The Provence Wine industry – facts and figures BBB main conference room Attendance Session 6 15 to 16hrs Groups cases studies: distributed with specific information on PPT slides, to be analyzed (eventually completed) - coaching Groups working in breakout rooms on BBB Group Work 7 Session 6 16-17h Group presentations and discussions Each spokesperson has 2–minutes to present ppt to entire class Group Work 7 DAY 4 - Monday 16th November 2020 – Juan Antonio LO BELLO Session Lecture content Online Use Assessment Session 1 8hrs-9.30hrs Final Coaching In breakout rooms on BBB Session 2 9h45-12hr Group presentations BBB main conference room

No prerequisite has been provided

Knowledge in / Key concepts to master

none

Recommended reading

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Assessment

List of assessment methods

No assessment methods have been attributed to this course yet.