Ceja Vineyards: Marketing to the Hispanic Wine Consumer Case Solution

After celebrating their harvest nineteenth and seventh year as producers and distributors of premium wines in California in September 2007, the owners of Mexican origin of Ceja Vineyards considering the possibility of making a concerted effort to target consumers States Hispanic states. This would Ceja capitalize its assets as one of the first companies owned and operated wine Hispanics in the United States, but it was not an easy decision. Orientation emerging and potentially large segment of U.S. Hispanic consumers may require repositioning of the premium brands of wine grape CEJA cause a decrease in the effort to support your club growing wine, ask for additional future costs to promote the consumption of wine to consumers in the U.S. Hispanic and erode the premium brand of premium wines. In addition, wines Hispanic consumers living outside the United States is a market opportunity with great potential and was a serious interest in Amelia Ceja, co-founder of the winery and its partners in the family.
by
Armand Gilinsky, Jr.
Linda I. Nowak,
Cristina Santini,
Ricardo Villarreal DaSilva
Source: Case Research Association of North America (NACRA)
24 pages.
Publication Date: January 1, 2011. Prod #: NA0108-PDF-ENG
Ceja Vineyards: Marketing to Hispanic wine consumption? Case Solution

Ceja Vineyards: Marketing to the Hispanic Wine Consumer Case Solution
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