Course overview
Region of origin is an increasingly important differentiator for global as well as Australian wine and food. However, there is considerable divergence between the contribution of individual regions to the market performance of wine and food businesses. The objective of the wine and food business study tour is to analyse the differences between wine and food regions, to evaluate the factors which determine those differences, and to specify strategic recommendations that could improve the regions contribution to the performance of wine and food businesses located there.
Course learning outcomes
- Define the relevance of officially designated wine and food regions to the place of origin dimension of wine and food marketing
- Evaluate the role of regional wine and food organisations in adding value to a region’s grape and wine production
- Categorise the wine and food region specific factors which influence the financial and sustainability performance of wine businesses located in the region
- Assess and compare grape quality between wine and food regions, using price as the indicator
- Analyse the differences between wine and food regions with respect to their brand equity, tourism, and sales performance in export markets
- Recommend marketing strategies that will be effective and within the capabilities and resources of wine and food regions