Fusile's Targeting Strategy for Chilean Wine in China / Hongxing Cao.

Format:

Book

Author/Creator:

Cao, Hongxing, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Marketing--Decision making--Case studies.

Marketing.

Physical Description:

1 online resource

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

In recent years, the imported wine market in China has expanded. This expansion has intensified competition, which has led to a chaotic market and, in turn, has made it difficult for small- and medium-sized enterprises (SMEs) to develop and survive. In order to emerge from the competition and be differentiated from competition, one of the SMEs, Fusile, needs to select a suitable targeting strategy. Due to its small size and limited resources, how to maintain current corporate clients while attracting new consumers, especially among the younger generation, has become the key challenge. Miz. Qiao, as a Marketing Manager of Fusile, is eager to seek a feasible strategy. Students will be asked to analyze the targeting strategy and customer relationship management employed by Fusile. Furthermore, students will need to make a positioning statement for Fusile's wine culture program.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071985168

1071985167

OCLC:

1483992724