Moving to multichannel strategy and increasing gross margins case study of the Domaine de Mongette and lecturing guidelines
2010
D'hauteville, François
The Mongette case study contains the informations required to set up a marketing plan calling for important and innovative changes in the marketing strategy of a medium size winery in the south of France. The overall objectives are to increase the present level of margins and decrease the risk of channel dependancy. It initiates a discussion on the compared advantages of different retail channels, on methods intended to determine wine prices (including cost based methods) and, finally, proposes to build a detailed marketing plan in order to forecast future margins. This case would fit particularly well into a marketing management course. It provides the opportunity to teach the students how to write a synthetic managerial report.
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