Scott Henry is an owner of the Henry Estate winery in the U.S. state of

Oregon. Henry wanted to enter the Chinese market, believing there were

many potential wine drinkers in China who would love his pinot noir. He

knew that most Chinese people were unfamiliar with Western-style wine,

but believed the taste and texture of Henry Estate's pinot noir was a

perfect match for Chinese cuisine. The winery was an experienced

exporter-it had ten years of experience shipping wine to Canada, the

U.K. and Japan. So, the marketing director had labels for 700 cases of

wine along with marketing materials translated into Mandarin and then

shipped to a distributor in Portland, Oregon, with contacts in China. Four

months after the first shipment of 700 cases arrived in China, little of it

had sold. The Portland distributor and the winery's marketing director

travelled to China to find out why. They learned that most people in China

knew very little about wine, including the local distributors, retailers and

consumers. They also discovered that the USD 62 per bottle wine was

being sold in retail outlets that resembled convenience stores.what

concerns and suggestions do you have about the winery's entry into the

Chinese market? What actions do you hope the distributor or marketing

director took while in China to learn more about their customers and

improve sales?