Course overview
This course has two major objectives. Firstly, it addresses the placement of wine product into retail channels. It examines the structure of global distribution systems, multichannel retailing, creating channel partnerships and understanding logistics from the perspective of a wine producer. Secondly, this course addresses depletion the process of helping consumers and customers to become attracted to a wine, the concept of consumption occasion and building consumer-driven supply chains. We look from the perspective of the present challenges in retailing and into the future of wine retailing. The course introduces students to the reality of selling wine into a highly competitive global beverage alcohol sector. Wine retailers are spoilt for choice, but there are a range of opportunities to focus on tightly targeted opportunities, to tell unique stories and to collaborate to succeed. It addresses a range of supply chains from the complex and sophisticated Chinese, Canadian and USA markets, the world's 8 monopoly wine markets, South East Asia and European markets. Finally, it covers multichannel retail concern through a presentation of distribution channels and strategies and retail metrics to measure retail performance.
Course learning outcomes
- Demonstrate an understanding of the placement of wine into retail channels including different retail channels, wine distribution systems and channels
- Be able to evaluate the depletion of wine in all retail channels including the role of consumption occasion and consumer engaged channels
- Interpret and be able to critically evaluate how consumers might purchase wine across different retail channels and be able to recommend the most appropriate channel mix for a wine company in a range of markets and at various price points
- Demonstrate an understanding of wine merchandising in both physical and online environments
- Demonstrate an understanding of how to use a range of tools to price wines for different markets, undertake competitor analysis, and use market data to make placement and positioning decisions
- Work effectively to propose a potentially successful retailing strategy for a wine company in the Australian domestic market and one international
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