Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: MCM Wines in China: Taking on the Dragon
Title
MCM Wines in China: Taking on the Dragon
Author
Stephanie Townsend; Thabo Mosala
Pages
22
Product Type
Case
Reference #
WBS-2009-13
Teaching Note
Institute
Setting
South Africa/China
Year
2009
Keywords
International business, entrepreneurship, doing business in China, marketing, international marketing, wine industry, strategy
Summary/
Abstract
Abstract
In July 2009, businessman and entrepreneur, Martyn Mills of MCM Wines, reconsidered his marketing strategy. He had been exporting his own wine to China since 2003 and had recently signed an agreement with the prestigious South African wine estate, Groot Constantia, to export its wine to that country as well. However, conducting business in China was complex and expensive and, earlier that year, he had partnered with a new importer in China to help combat certain of the challenges. Mills wanted to support his new business partner as much as he could in promoting MCM wines; however, he had a limited budget. Given this fact, how could he grow his market in China, he wondered?
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
