Australian Wine
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Introduction: Grape growing and wine production in Australia date back to the arrival of European settlers over 200 years ago.ß However, it is probably true to say that it is only in recent decades that the rest of the world has taken much notice of Australia's wines. The Australian wine industry has undergone a significant expansion in a relatively short period.ßAccording to Ronin Weigand, a decade ago very few restaurants listed Australian wines. That situation has changed dramatically. Australian wines not only have made inroads, but also have become somewhat fashionable. Weigand, writing in Nation's Restaurant News, reminds readers that in 1997 alone, Australian wine imports into the United States increased an amazing 41.6 percent over the 1996 figure, on top of double-digit increases year-to-year for the previous decade. Wine experts seem to agree that Australia is producing some excellent wines, and is offering comparable or superior wines at a significantly lower price than the prices charged for European or California wines (Wiegand 73). Since 1990, Australian wine production has increased from 383 million liters to 806 million liters. Grape plantings have increased from 60,000 hectares to more than 139,000 hectares, and annual exports have increased from 38 million liters or $121 million, to around 354 million liters or $1.7 billion, a 10-fold increase in volume and 14 fold increase in value. In addition, Australian wine has won international reputation for
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out of the Hong Kong market. Set too low, the product could be seen as inferior.
Place. The product, in this case wine, must be readily available for the customer. It is essential that Australian wine exporters learn the buying habits and preferences of their target market in Hong Kong, and that they can ensure that Hong Kong has a steady are reliable supply of red wines from Australian vintners.
Promotion. The promotion process requires the Australian wine exporters to determine the most effective way of telling potential customers about Australian red wines, its quality, price, features and appeal to their customers.
To be successful in marketing Australian red wine in Hong
Kong, Australian marketers must promote the products in a way that validates the cultural norms, values, and beliefs of their target market. The most successful marketing managers handling foreign marketing will be the marketing professionals that understand customer needs, determine the appropriate media for reaching them, constantly evaluate the effectiveness of advertising and promotional campaigns, and regularly gather information to ensure that the message does not cause any unintentional insult to foreign customers and potential customers.
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Approximate Word count = 1954
Approximate Pages = 8 (250 words per page)
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