I read the news about the wine market of Australia. Nowadays, companies which have grape farms in Australia face the crisis because of the drought which never has been serious like that in a century. Price of grape is falling and irrigation water is stopped. Of course, the main reason of shrinking the Australia wine market is the nature disaster. However, this kind of situation is even far before predicted by the wine market and associations of wine company for many other reasons. First of all, the big issue in nowadays is the world reputation of Australia for quality. By far, Australia compete the other companies being a price winner in the market. So, many consumers even include of me, usually easy to think that the Australia’s wine is much cheaper than others. Therefore, Australia's 2,000 wine producers is trying to invent a new tastes grape, and make a different style from other countries as French where Australians bring the way to crop the grapes. And also the point to see is marketing. The character of wine market is localization. Each country where product the grapes for wine has a unique tastes come from each nature of soil and climate. In order to survive in the world market, Australia needs a distinctive tastes, design, style, characteristic image. Actually, the marketing and making a new image is as much as important of quality. As you know, it is easy to see so many cases that the high technologies or skills cannot success in the market without careful marketing.Even though the bad crisis happened in Australia, they have a confident to rebuild the wine market as much as the period of wine boom. The Winemakers' Federation of Australia mentions that ‘the drought was a turning point, even if a tragic one in some cases, in forcing the industry back to “sustainable levels”. The planting rush has ended. The 3,600 hectares of new vines planted in 2006 almost equaled the 3,400 hectares of vines ripped out of the ground that year.”I also read the history of the wine market in Australia and I think that they can be success again. And I really expected and interested in what kinds of marketing are going to do, and how to they overcome this situations.
20600171 - 3rd entry
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