Analysis of the world wine marketINDEX1. Introduction……………………………………………………………… 12. World wine producers…………….…..… 13. World wine exports………… ………………….…..….24. French production, exports and international image…….….…..35. Success of the New World over the Old World: key factors……...…..46. Evaluation of different strategies…………….…....5-86.1 The Premium and Standard wine market6.2 The creation of an accessible French brand6.3 The global wine company (acquisitions and mergers)6.4 Designation of Origin controlled and competitive disadvantage6.5 Protectionism versus marketing orientation7. The world wine market: long-term forecasts………..88. Conclusion…………………………91. IntroductionInternational competition in the wine market is characterized by a notable disparity in strategies used by different producers and wine-producing regions around the world. The objective of this report is to provide an understanding of the mechanisms of competition between traditionally exporting countries: the "Old World" producers, represented by European countries - and the so-called "New World" countries that today compete for the supremacy of the model traditional cultivation and production of wine.2. Global wine producersThe distribution of global wine producers is clearly detailed in the map below. Old World producers are found in Europe. France, Italy and Spain are the main producers, followed by Portugal, the Balkan states, the United Kingdom and Germany. European countries still hold a dominant position and in 1999 accounted for 70% of global production and consumption (according to data acquired by Euromonitor). New World producers are scattered around the world and are mainly represented by: Australia, Chile, the United Kingdom, South Africa, New Zealand, Argentina and Canada.3. World Wine Exports World wine exports are still dominated by Old World producers (see diagram below), with just three countries (France, Italy and Spain) accounting for 60% of world export volumes in 2003. Among producers of the New World, the major exports come from Australia, Chile and the United States. Another interesting feature is shown by the following diagram: the value of wine in the export market is increasing at a faster rate than the volume.4. French production, exports and international image... middle of the paper... product quality and reliable supplies. The future ability of the Old World to counter the continuing threat of New World manufacturers will depend on adopting a broad marketing approach: size, branding, distribution channels and new mergers to take advantage of the new global economy will play a fundamental role in determining success.9. Referenceshttp://www.bbr.com/GB/db/news-item/623?ID=HKKKBXLQ56900VN&first_news_F=1http://www.calwinexport.com/pages/MarketInfo.htmhttp://www.euromonitor.com/Winehttp: //www.export.gov/exportamerica/NewsFromCommerce/nc_New_Wine.htmlGlobal Trade Atlas-Source of information on global trade 2004http://www.greekwinemakers.com/members/news/2003/030426.shtmlhttp://iblnews.es/ notocias/ 09/116440.htmlhttp://www.jancisrobinson.com/winenews/jr779http://www.just-drinks.com/features_detail.asp?art=1026Kotler P., Armstrong G., Saunders J., Wong V . (2002) Marketing Principles, Pearson Ed.Ltd, pp.185-188http://www.waitrose.com/food_drink/wfi/drinks/wine/0203046.asphttp://www.wine.co.za/News /News .aspx?NEWSID=5995&Source=Newshttp://www.wineloverspage.comhttp://www.wineoftheweek.com/winervw.html