TY  - JOUR
AB  - Subject area The main topics covered by this case are marketing strategies in a saturated market, human resource management, small enterprise challenges and constraints and corporate strategy.Study level/applicability The intended audiences for this case are upper-level undergraduate and graduate students. Students getting their degrees in business, international labor relations, marketing or public policy/administration are the main targets for this case. Students also interested in in agriculture, international development and race relations will benefit from studying this case.Case overview The international wine market is highly competitive. Innovative strategies are needed for new wineries to stand out in this saturated market. Both the product quality and its life story are important to consumers. Seven Sisters is exploring two new markets – Nigeria and Sweden – to expand their international presence. Also explored are marketing strategies for deeper penetration of the domestic market in South Africa. The case study illustrates the challenges and opportunities facing a small, women-owned enterprise from an emerging economy that is exploring international markets.Expected learning outcomes The specific teaching objective of this case is to teach students the importance of marketing and corporate strategy in a highly saturated market, such as South Africa. Analyzing this case, students will be exposed to value chains, formulating corporate strategy and devising marketing strategy.Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
VL  - 4
IS  - 8
SN  - 2045-0621
DO  - 10.1108/EEMCS-04-2014-0082
UR  - https://doi.org/10.1108/EEMCS-04-2014-0082
AU  - Mabaya Edward
AU  - Ross Morgann
AU  - Shrestha Raj
AU  - Weiss Amity
PY  - 2014
Y1  - 2014/01/01
TI  - Seven Sisters: wine and womanhood
T2  - Emerald Emerging Markets Case Studies
PB  - Emerald Group Publishing Limited
SP  - 1
EP  - 12
Y2  - 2024/04/25
ER  -