Golan Heights Wines desired to benefit from the Chinese marketin the year 2012. In the last few years, China had demonstrated incredible growth in the wine marketplace. Consumers' growing curiosity about wine products had made wineries and vineyards like Golan Heights starving for entry. The CEO of Golan Heights Winery had gone with her products in year 2009 to China. Distributorships had been selected by her as the mode of entry for their expertise and experience in the Chinese market, something she did not possess.
Nevertheless, she had learned of the seemingly disappointing demand for Israeli wines, since she had penetrated the marketplace. Most of the Chinese consumers who desired imported wines wanted them from the Europe, especially France. Furthermore, sellers and distributors did a lousy job of pushing Israel products. The CEO needed to devise and implement a number of strategies set a brand for Golan Heights Wines, to better take advantage of the impressive Chinese market and create a platform for the foreseeable future growth. Meredith Lohwasser, Jennifer Dugosh and authors Ilan Alon are connected with Rollins College.
PUBLICATION DATE: May 05, 2014 PRODUCT #: W14141-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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