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SPANISH VINES: COLOMBIAN MARKET ENTRY Case Solution & Answer

In late 2012, the distribution obtained in eight U.S. states and the District of Columbia (the nation’s capital, Washington, DC), with many other states in various stages of development. The internal market strategy of the company is successful and growing. In 2012, a trade agreement between the European Union (EU) and the British (and Peru) announced that it would eliminate the tax on value added to imported wines from Europe in Colombia. Hackler saw this as an opportunity to be a pioneer in Colombia. A key strategy SV should develop and implement? Plan work was effective start. More specifically, how the business awareness, interest, willingness to try and brand loyalty for products SV? And what brand or set of brands, SV should throw in the Colombian market? Although there are substantial problems of distribution and SV prices have to be addressed, this case focuses on the necessary steps to begin to “pull” customers to the product brand (s), marketing communication and branding issues. The case provides an overview of the company, the world and Spanish wine industry, and economy of the Colombian market and wine. The case ends with the following questions to the students to think, is a great opportunity for Colombia to begin to expand the global presence of SV? If so, should launch marks Hackler, associated trademarks or both? And the message and the media could use to tell the story of SV and make his first company in Latin America with success? Learning Objectives:
by
Martin Roth,
Dominique Turpin
Source: IMD
16 pages.
Release Date: 07 May 2013. Prod #: IMD627-PDF-ENG
Case solution entering the Colombian market: SPANISH VINES

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