BUSINESS STRATEGY

MSc International Business

$2023-2024$

International Terroir Trade Emile GELI

$1$

Preparing for an international exhibition

The context

$$ As $2023$ draws to a close, we are seeing a slowdown in the markets.

$$ The massive return of inflation, rising interest rates and major economic uncertainties have resulted in a significant fall in the wine and spirits consumption.

$$ At Sieur d$$Arques$,$ our strategic attitude is always to seek development, and so for $2024$ we are considering to take part in $3$ major international trade fairs

$$ Prowe$$n Dusseldorf : $10-12$ March $2024$

$$ Vinexpo Hong Kong : $28-30$ May $2024$

$$ Vinexpo America : $24-25$ June $2024$

$$ Taking part in a trade fair needs to be well thought out

$$ Nothing should be left to chance, and that means

$$ solid preparation beforehand

$$ mobilising resources

$$ clear objectives and organization

$$ The trade fair decision$-$making process

$1-$ Preparing for the event $($before the show$)$

$2-$ The event is exploited $($during the show$)$

$3-$ The event must be followed up $($after the show$)$

Political Reflexion

Information Consulting services

Type of exhibition ; importance ; nature ; evolution ; market survey

Comparison with other possible forms of communication

management ; commercial, technical ; production ; marketing

Decision

No

Yes

Objectives

Quantitative and qualitative expectations

Selection

Estimated budget

Staff; travel; accommodation; rentals; services; on$-$site promotional materials; unforeseen expenses

Choice of trade fair

Preparation

Site hire; hotel reservations; travel expenses; choice of decoration; equipment; transport; stand design; insurance; cleaning; choice of number of staff and allocation of tasks

prior advertising and promotional campaign

Invitations, publication in the show catalogue, translation, press releases, trade magazine inserts, videos, social networking, posters, etc.

Exhibition

Post exhibition operations

Analysis of failures and successes, identification of possible improvements, evaluation of the impact on image and brand awareness, identification of orders placed or contracts under negotiation, analysis of the competition.

Political Reflexion

Information Consulting services

Type of exhibition ; importance ; nature ; evolution ; market survey

Comparison with other possible forms of communication

management ; commercial, technical ; production ; marketing

Decision

No Yes

Objectives Quantitative and qualitative

expectations

Selection

Estimated budget

Staff; travel; accommodation; rentals; services; on$-$site promotional materials; unforeseen expenses

Choice of trade fair

Preparation Site hire; hotel reservations; travel expenses; choice of decoration; equipment; transport; stand design; insurance; cleaning; choice of number of staff and allocation of tasks

prior advertising and promotional campaign Invitations, publication in the show catalogue, translation, press releases, trade magazine inserts, videos, social networking, posters,

etc.

Exhibition

Post exhibition operations Analysis of failures and successes, identification of possible improvements, evaluation of the impact on image and brand awareness, identification of orders placed or contracts under negotiation, analysis of the

competition.

It$$s time to action now $!$

$$ The decision that necessarily entails significant financial investment, so we need to ensure that we implement actions that enable us to aim for solid returns on investment.

$$ The objective of the $3$ exhibitions

For our $2$ leading brands

Extend the network

Develop brand awareness and image Motivating and leading the sales force

Grande Cuv$$e $1531$

French History...

In $1531,$ a monk from the Benedictine abbey of St Hilaire near

Limoux, discovered the art of making sparkling wines.

$...$and long know$-$how

Our wines are made according to the Traditional method with

second fermentation in the bottle and have the AOC $($Appellation

d$$Origine Contr$$l$$e$)$ which is a guarantee of quality.

Packaging

French classic and romantic design combining luxury and

elegance, through :

$$ An oval shaped label, all in roundness and softness

$$ A cursive hand writing $($in reference to the $1531$ manuscrit$)$

$$ On a subtle pearlescent paper $($evocation of a luxury fabric$)$

Accounts of the clavaire of the city of Limoux, $1544.$

Aude departmental archives

$$ Reinsuring about quality $/$ chic $/$ good taste...

Positionning $/$ Targets

BtoB: off premise.

A complete range of sparkling including high$-$end reserve wine, brut,

ros$$ and semi$-$sweet

BtoC : unisex, $30-60$ y$.$o$.($french$)$ sparkli