Chateau Margaux, a luxury brand or a connoisseur brand? Although France is awash in unsold wine, the demand has never been stronger than the best of Bordeaux. Margaux as to maintain and develop their own business? Chateau management team wondering if it can take more control over the distribution, and not leave it to the merchants of Bordeaux wine. You can also build marketing and sales Chateau capabilities on its own? Who is the target market, wine connoisseurs or newly rich? Corinne Mentzelopoulous, who took over the estate from his father in 1980, doubts the new cheap wine to be added to the portfolio. "Hide
by John Dayton, Vincent Dessain, Leyland Pitt, Daniela Beyersdorfer, Anders Sjoman Source: Harvard Business School 15 pages. Publication Date: 06 Oct 2006. Prod. #: 507033-PDF-ENG
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