Global Wine Markets

EM1S5M27

Semestre
B
Discipline
Strategy
Volume horaire
20 H
Nombre de places
45
Ouvert aux visitants
Oui
Langue
EN
Responsable
Coralie HALLER


Contribution pédagogique du cours au programme

Aucune contribution pédagogique associé à ce cours pour ce programme.

Descriptif

The wine industry is going through a period of rapid change and has been closely impacted by the consequences of the global pandemic. At international level, all markets have been affected and present new challenges for wine organizations. They have to consider not only the emergence of mass marketing and changes in consumption practices which are driven by the millenials entering into the wine category but also the consequences of climate change and the increased pressure to adapt sustainable practices along their whole production and supply chain. It seems necessary for wineries to understand their environment to adapt to the industry specific challenges in the future while still navigating the uncertainty created at every level by the global pandemic. This course provides participants with a study of the international and the French Wine Business environment. It is dedicated to giving participants awareness and understanding of strategic perspectives and unique challenges faced by organizations 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 over a three-days seminar. Participants will be encouraged to actively engage through class discussions and group presentations.

Organisation pédagogique

Face-to-face


- E-learning

In group

- Exercises
- Oral presentations
- Projects
- Case studies/texts

Interaction

- Discussions/debates

Others

Aucun élément de cette liste n'a été coché.

Objectifs pédagogiques

Cognitive domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
  • - (niv. 1) Describe what are the major challenges faced by wine organisations within the global and French wine industry;
  • - (niv. 1) Recognize the role played by different stakeholders in the French and Global wine business environment;
  • - (niv. 2) Discuss what are the implications of major challenges for organizations related to the global wine business environment
  • - (niv. 3) Use strategic Management tools to conduct a strategic analysis of the external environment of a wine market;
  • - (niv. 4) Appraise the general and country-specific practices of wine monopoly markets;
  • - (niv. 4) Analyze competitive environment of specific wine markets around the world
  • - (niv. 5) Develop a critical thinking in solving problems related to wine business challenges;

Affective domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
Aucun affective domain n'a pour le moment été associé à ce cours.

Objectifs de développement durable abordés

Aucun objectif de développement durable n'a été coché.

Plan / Sommaire

DAY 1 - Monday 15th January – Coralie HALLER - 13:00-17:00 Session 1 13h-13h30 Course Introduction: the learning journey assignments & assessments, learning objectives Session 2 13h30-14h45 Global Wine Context State of vitiviniculture world market : Vineyards surface area, Grapes production, World wine production, World wine consumption, International Wine trade, Key wine categories, key export and import country players Session 3 15h-16h15 Governance and key players in the French Wine Industry Wine industry value chain : wine producers, wine distributors, professional wine bodies Session 4 15h45- Old Vs New World of wine DAY 2 - Tuesday 16th January – Juan LO BELLO 09:00 - 18:00 Session 5 09h-10h00 Wine Industry Challenges overview: Climate Change impact and adaptation. Intro to sustainability in the wine industry. GreenHouse Emissions on the value chain. Session 6 10h30-11h30 Sustainability in the eyes of the wine consumer. 3 Pillars - Differences between Organic, Biodynamic, Sustainable and Natural wines- IWCA (introduction) - Sustainable accreditation for wineries. Session 7 11h30-12h00 Open debate: Sustainability vs Climate Change adaptation - Wineries dilemma or opportunity? Session 8 12h00-12:15h Introduction to Global Wine markets - the role of the export manager. Session 9 12h00-13h Global Markets Scandinavian Monopolies: Introduction to Nordic Monopolies - Norway, Sweden, Finland - Introduction to Denmark Lunch Break Session 10 14h00-15h Global Markets Asia: Introduction to Asian markets Japan , China and Hong Kong Session 11 15h00-15:45 hrs Global Markets Canada & US: Introduction to Canada and US markets - Canada wine market trends Introduction to the US wine market. Session 12 15:45h-16h00 Final Project: "On the shoes of an export manager" - Group Creation - Introduction and allocation of the French Wine Categories and wines - Allocation of Export markets. Discussion of the scope, the role and the objectives of the project. Group work 1 16:00h-17h00 Group Work 1. Research wine consumption trends of the country you have been assigned to export your wine to. What is changing? How aware are the consumers of your wine category? Is it growing? Group work 2 17:00h-18h00 Group work 2. Understand your wine, the wine region and your category. The AOC system, quality hierarchy, labeling terms, other AOC relevant laws or requirements. Regional differences, most important grape varieties and a short overview of the main export markets of the region. Loire, Alsace, Bordeaux and Burgundy. DAY 3 - Wednesday 17th January- Juan Lo Bello 9:00 - 18:00 Group Session 3 - Final Project 9h00- 13h00 Coaching Sessions for the group - Group start to research and work on the project of "Launching a new wine in a new market in the era of environmentally conscious consumers - 2024" Lunch Break Group Session 3 - Final Project 14h00- 18h00 Presentations: ""Launching a new wine in a new market in the era of environmentally conscious consumers 2024" 4 Groups - x 3 people - 30 min (20 m presentation + 10 discussion) 14h00 - 14h30 Group Presentation 1 14h30 - 15h00 Group Presentation 2 Break 15h15-15h45 Group Presentation 3 15h45-16h15 Group Presentation 4 16h30 - 17h30 Conclusions and Open Final Conversation - Course take outs and valuable take home knowledge.

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

NA

Supports pédagogiques

Mandatory tools for the course

- Computer

Documents in all formats


- Newspaper articles
- Case studies/texts
- Worksheets

Moodle platform

- Upload of class documents
- Interface to submit coursework
- Assessments
- Coaching/mentoring

Software

Aucun élément de cette liste n'a été coché.

Additional electronic platforms

Aucun élément de cette liste n'a été coché.

Bibliographie recommandée

Ouvrages principaux

Charters, S. & Gallo, J. (2014) Wine Business Management, Pearson

Littérature complémentaire

1- Mariani, A., Pomarici, E. & Boatto, V. (2012) The International wine trade: recent trends and critical issues, Wine Economics and Policy, p.24-40. 2- Montaigne, E. & Coelho, A. (2012) Structure of the producing side of the wine industry: firm typologies, networks of firms and clusters, Wine Economics and Policy, p.41-53 3- Jeffords, A. (2010) New world versus old world success in global wine market by 2030, conference workshop on “The world’s wine markets by 2030: terroir, climate change, R&D and globalization”, Adelaide convention center

Travaux de recherche de l'EM : Veillez à mobiliser au moins une ressource

Peuvent être renseignés les manuels coordonnés, les traductions de manuel, les études de cas traduites etc…
Aucun ouvrage n'a été renseigné.

Modalités d'évaluation

Liste des modalités d'évaluation

Evaluation intermédiaire / contrôle continu 1Séance n° DAY 1-2-3
Orale / en groupe / Anglais / pondération : 15 %
Précisions : Group presentations work in class – group work dynamics
Cette évaluation sert à mesurer ILO1.1-MU, ILO1.3-MU, ILO1.4-MU, ILO2.1-MU, ILO2.2-MU, ILO2.3-MU, ILO2.4-MU, ILO1.1-PGE, ILO1.3-PGE, ILO2.3-PGE, ILO4.1-PGE, ILO4.2-PGE
Evaluation intermédiaire / contrôle continu 2Séance n° DAY 3
Orale / en groupe / Anglais / pondération : 25 %
Précisions : Final project presentation - Group Final Project - “On the shoes of the export manager”
Cette évaluation sert à mesurer ILO1.1-MU, ILO1.2-MU, ILO1.3-MU, ILO1.4-MU, ILO2.1-MU, ILO2.2-MU, ILO1.1-PGE, ILO1.3-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO4.1-PGE, ILO4.2-PGE
Evaluation finaleAutre (date, contrôle surprise...) : TBA
Ecrite / individuelle / Anglais / pondération : 60 %
Précisions : The individual exam will take place during the coming weeks after the course. Date to be confirmed. It will consist of 1 HOUR multiple choice questions together with short written answers questions based on course content, lectures and reading material provided in the 3 days of class (including course lectures, readings, other groups presentations)
Cette évaluation sert à mesurer ILO1.4-MU, ILO4.2-MU, ILO1.2-PGE, ILO1.3-PGE, ILO2.3-PGE
Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.