4. Should Quint Winery work by itself in any attempts to enter the Japanese market, or should it attempt to work with other local wineries in a type of cooperative effort? Mr Michael Quint has recently taken over the familyowned, independent producer of quality wines in Germany’s picturesque Mosel River Valley. With the enthusiastic support of his wife and the continuing support of his parents, he is developing new strategies for the winery to remain successful in the face of increasing competition. These strategies include new products, new packaging, and changing emphases in marketing. In all of these developments Mr Quint’s objective is to retain the traditional and individual character of the company while increasing productivity, sales, and profitability. The rapid growth of the wine market in Japan, with its increasing emphasis on imports from countries around the world, may provide an additional opportunity for Quint Winery.

Background The Mosel River Valley has been a producer of high quality wines since Roman times. The river has a series of low-rise dams that provide a broad, smooth surface reflecting the summer sunshine on to the shale-laden soil of the valley’s steep slopes. Both the shale and the water itself absorb heat during the day, releasing it during the night. The result is a micro climate, in the valley alone, ideal for the production of high quality wine grapes. The suitability of the region for growing grapes was recognized by the Romans. They introduced viniculture, and wines have been the specialty of the river valley ever since.