The Tanunda Winery is a made‐up company facing a series of real world wine marketing issues. It has been successful domestically, but has not really looked to the global marketplace for growth. This case focuses on the decisions a medium sized winery must face when assessing the international marketplace and deciding which countries to enter. The case provides a reasonable amount of internal data for a medium‐sized (10,000–15,000 ton) winery, including financial and cost data. The case provides a great deal of information about the Australian wine industry and four of the most important wine export markets: the UK, the US, Canada, and Japan. Students can assess the opportunities available to Tanunda Winery and engage in real world cost‐benefit analysis in deciding which and how many countries to export to.
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