Contribution pédagogique du cours au programme

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

Descriptif

In the wine business today, companies have to solve new issues created by the competition density among different players and industry global changes. The wine business internationalization and the wine industry globalization processes are forcing companies to reshape their strategic positioning and planning. The the big players have been obliged to leave non-core businesses and run business unit disposals, reinforcing their attention exclusively on the consolidation of their global ownership while many small wine business owners are questioning about their export positions. As a result, the relative 20 hours course is built on both academic frameworks and pragmatic experiences. Participants will have a practical grasp of what it is to design a strategic export business plan considering issues related to distribution system and price building. A particular focus will be given to the USA market.

Organisation pédagogique

Objectifs pédagogiques

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Objectifs de développement durable abordés

Plan / Sommaire

Tuesday 24th March 2-6pm Babak MEHMANPAZIR Internationalisation modes: theoretical Approaches Wednesday 25th March 8-12pm Babak MEHMANPAZIR Case study and group work Monday 27th April 2-6pm François GAILLARD Canada and USA how the import and distribution works? 1-Description and presentation of the north American wine & spirits market. History of the Canadian and US wine and spirits business (from late 19th century till today). And today, the consumer base is just getting more and more attracted by the wine product. Evolution of the demands 2-Understanding the import and distribution system in Canada. Closer look at the Quebec province It is interesting and instructive to observe closely, how the import and distribution business are set up. Presentation of The Monopolist aspect in Canada with example of the SAQ. 3-Introduction of the 3 tiers system in USA: The double funnel type made by the “Three-tier system (Alcohol distribution)” is fundamental and therefore important to understand for the consumer approach. The US wine market offers a huge potential of development. First approach of the market as 50 markets: 1 state = 1 market! Export: Incoterms, Logistic, Brand registration (TTB, FDA), SLA, and payments terms (international standard trade terms). All these technical points should be understood. Tuesday 28th April 2-6pm François GAILLARD Individual Role Play Wednesday 29h April 8-12pm and 2-6 pmJean Claude RIEFLE . JC Rieflé's intervention will bear witness to the implementation of an export policy within a heritage and family small business. It will show how to implement the conditions for the success of an export strategy. He will also explain how to promote the apparent constraints related to technical (terroir complexity), societal, environmental and financial requirements linked to globalization. • Presentation of the RIEFLE-LANDMANN Estate and the network of French Foreign Trade Advisors • The realities of setting up an export approach in a small company that is often first-time export and whose product suitability for the markets may be constrained by the rigid framework of the specifications of the AOP concept. These codify "fair, local, constant and collective uses" o Export diagnosis o Adaptation of the product in terms of mix-marketing o Market identification / targeting o Create and activate its skills network and identify the institutional export aid system. o Creation of a distribution network From the concrete case study: RIEFLE domain, how to become a recognized international operator in a globalized context. • Alsace Wine represents 0.4% of world wine production • Alsace Wine represents 2.5% of French production • Rieflé represents 0.2% of Alsatian production

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

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- knowledge about the global wine production and consumption - Macroeconomic and Microeconomic basis

Bibliographie recommandée

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Modalités d'évaluation

Liste des modalités d'évaluation

Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.