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Wilfrid Laurier University Leaf
July 7, 2015

Canadian Excellence


Gordon McDougall

Tanunda Winery (ABSTRACT)

McDougall, G., & Lockshin, L.

published: 2000 | Research publication | Refereed Journals - Marketing

McDougall, G., & Lockshin, L. (2000). "Tanunda Winery". International Journal of Wine Marketing, 12 (3), 48-70.

ABSTRACT: The Tanunda Winery is a made-up company facing a series of real world wine marketing issues. It has been successful domestically, but has not really looked to the global marketplace for growth. This case study focuses on the decisions a medium sized winery must face when assessing the international marketplace and deciding which countries to enter. The case study provides a reasonable amount of internal data for a medium-sized (10,000-15,000 ton) winery, including financial and cost data. The case study provides a great deal of information about the Australian wine industry and four of the most important wine export markets: the UK, the US, Canada, and Japan. Students can assess the opportunities available to Tanunda Winery and engage in real world cost-benefit analysis in deciding which and how many countries to export to.

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revised Jan 7/05

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