Israeli Wines in China: Reaching for New Heights
(11 pages of text)
In 2012, Golan Heights Wines wanted to take advantage of the Chinese market. In recent years, China had demonstrated incredible growth in the wine market. Consumers’ growing interest in wine products had made wineries and vineyards like Golan Heights hungry for entry. The CEO of Golan Heights Winery had gone to China with her products in 2009. She had chosen distributorships as the mode of entry because of their expertise and experience in the Chinese market, something she did not possess. Since she had entered the market, however, she had learned of the seemingly disappointing demand for Israeli wines. Sales were rather limited given the size of the market. Most Chinese consumers who sought imported wines wanted them from Europe, particularly France. Additionally, vendors and distributors did a poor job of pushing Israel products. The CEO needed to devise and execute a series of strategies to better take advantage of the impressive Chinese market, establish a brand for Golan Heights Wines and create a platform for future growth.
This case is appropriate for use in international business, international marketing and strategy courses. The case covers the topics of market entry, marketing/advertising strategy, competitive strategy and product adaptation. Through both quantitative and qualitative information, students can determine which entry mode, competitive strategy and marketing/advertising strategy are most appropriate for Golan Heights Wines.
- Allows students to explore and use various business models.
- Allows students to develop multidisciplinary decision-making skills and use both qualitative and quantitative data to make decisions.
- Asks students to consider and evaluate modes of international entry and to create a marketing/advertising strategy for an international market.
- Asks students to consider the competitive landscape of a foreign market and the cultural differences between two markets, while encouraging them to ponder product adaptation.
Accommodation & Food Services
Israel; China, Small, 2012
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