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Sinolink Fine Wines

Soo May Cheng (Research Fellow at the Public Policy Research Institution, Hong Kong Polytechnic University, Hong Kong, People's Republic of China)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 1 October 2011

Abstract

Title

Sinolink Fine Wines.

Subject area

International wine marketing, focusing on the emerging importance of Hong Kong as a wine business hub in the Asia Pacific region.

Study level/applicability

MBA or year 3/4 undergraduate business course. Some prior knowledge of organisational structure, management decision‐making, marketing principles and consumer behaviour will be helpful.

Case overview

Sinolink is a small family business that successfully made the transition to become one of the largest local wine dealers in Hong Kong, trading internationally and growing phenomenally through a combination of management and marketing savvy. Its story is worth telling at a time when Hong Kong is emerging as an important wine business hub in the Asia Pacific region. It faces new opportunities and challenges in such a dynamic environment.

Expected learning outcomes

Some learning points are: how vision and leadership affects business strategy; international supplier relationship and product knowledge as critical foundations for the wine business; customer relationship management and marketing as competitive strategies; and flexibility in response to operational considerations and challenges is vital to success

Supplementary materials

Teaching notes.

Keywords

Citation

May Cheng, S. (2011), "Sinolink Fine Wines", Emerald Emerging Markets Case Studies, Vol. 1 No. 4. https://doi.org/10.1108/20450621111202760

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited