Chilean wine: A short- and long-term assessment of one of South America’s oldest industries

Date

2009

Authors

Bradley, Jonathan

Journal Title

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Volume Title

Publisher

Bachelor of Commerce Best Business Research Papers

Abstract

This paper will begin by taking the reader through a brief history of the Chilean wine industry and more specifically, the largest producer within that industry: Conchay Toro. My goal is to examine the current state of the global wine industry, and the selected company, to gather a greater understanding of where the company is and where it needs to go to remain competitive in the future. Using the Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, the paper determines the strengths, weaknesses, opportunities and threats of the company, and what can be done to exploit their strengths and mitigate their threats. It will also use Porter’s Five Forces Model to help the reader get a better understanding of the competition in the global wine market. The paper will ultimately conclude, among other suggestions, that a change in pricing strategy and promotion, combined with investment in wine-making outside of Chile’s borders is necessary for Conchay Toro to be a major market player in the long term.

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Citation

Bradley, J. (2009). Chilean wine: A short- and long-term assessment of one of South America’s oldest industries. Bachelor of Commerce Best Business Research Papers, 2, 3–9.