EXAM OPERATIONAL MANAGEMENT (M9) Flashcards
(31 cards)
Which two French labeling terms fall under the eu PGI (Protected Geographical Indication) label?
IGT (Indication Géographique Protégée)
VdP (Vin de Pays)
What is the maximum bottle format of DOC or DOCG?
5L
What was the only classified ‘outstanding A’ wine in Australia in 1991?
Penfolds Grange Shiraz
What are the 3 new terms to indicate origin in Chile?
Costa
Entre Cordilleras
Andes
What is the main difference of classification between Bordeaux, Burgundy and Alsace?
Bordeaux: based on estate
Burgundy: based on terroir
Alsace: based on grape variety
What are the top 5 main wine producing countries (2019?)
- Italy
- France
- Spain
- USA
- Argentina
What are the top 3 countries in amount of ha under vine (also table grapes)
- Spain
- China
- France
What is te estimated % of worlds wine production that gets exported?
44%
What is the newest innovation in terms of bulk wine export?
Flexitank
Name 5 recent events that thread the international wine trade
War
Brexit
Corona virus
Commercial war - import taxes
Downfall general alcohol consumption
Name a few consumer trends on the rise
Dry white
Foreign wines
Original wines
Fruity, easy drinking wines
Artisanal wines
Wine on ice
Wine in cocktails
Wines by the glass
Original labels
What do we mean with ‘competitiveness’ in wine industry?
It’s ability to occupy a strong position in a market and to face actual or potential competition (Technical-, Economic-, Marketing factors)
Which factors contribute to competitiveness?
Country health
Succes in domestic and foreign market
Natural conditions
Vineyard production power
Quality and diversity of the wines
Production cost
Structuring/coordination
Capacity to adapt
Capacity to build brands
How much % take the courtier / negotiant / cavist on the original bottle price?
Courtier: 2%
Négociant: 18%
Caviste: 200-300%
Name two different approaches of determining the selling price
From a production perspective (what is the production price and the margin that we need to make = selling price)
From consumer perspective (what is a good price for the consumer regarding reputation/quality etc = selling price)
Argue why the consumer sets the sale price and not te producer
Because the consumer needs to want to buy it. If the wine is not put into the right market it will never get sold. So think about consumer needs and wishes is a requirement
Give the breakdown of production costs:
Vineyard cost
Vinification and ageing cost
Botteling cost
Marketing cost
General cost (electricity/water/rent etc)
Why do marketing? (3)
New consumers
New markets
New trends (every 10 years)
Name 8 aspects what can influence a buyer to buy a specific bottle (product perspective)
Price
Brand
Blend
Origin
Packaging
Type
Trend
Availability
With what specifics can you describe a consumer?
Age
Origin
Social group
Habits
Buying power (willingness to buy)
What tis the marketing mix? (4x P)
Product
Price
Place
Promotion
What do we call the silent seller in wine?
The bottle packaging = first communication tool! (goal to attract and give information
How would you describe the P of Promotion in the marketing mix?
The communication to promote the act of purchase
Give examples of media communication vs non-media communication
Media: avertising/radio/posters/website etc
Non-Media: events/fairs/tastings/objects/relationships
