BUSN2103 Assessing Domestic and International Wine and Spirits Markets for Profitability

This topic explores the domestic (Australian) wine and craft spirits markets as well as key international markets, i.e. those that are leading importers wine (UK, USA, China and other emerging such as India) and the growing export markets for craft spirits. Students are provided with valuable insights into different market structures and variabilities and how these potentially effect profitability. Hence, market attributes are evaluated on both macro levels, and more micro levels with individual firm capabilities and business goals included.

This topic aims to provide students with an understanding of how the wine and craft spirit market operates (with respect to regulatory, economic and retailing aspects) both locally and internationally. It will allow students to gain insight into key special markets such as monopolies and quasi-monopolies; the overarching wine marketing system, including importers, retailing, e-commerce, cellar door sales and wine tourism and how those consuming and purchasing wine and craft spirits behave with respect to taste preferences, presentation (bottle design), traditions, general preferences as well as the trends in international wine markets.

1. Compare and discuss the structure of legal and tax frameworks (free markets, monopolies and quasi-monopolies) in examined countries and regions
2. Analyse distribution channels in selected target markets with respect to supply and competition on the basis of national and international wine market reports
3. Compare the links between laws, regulations, levels of competition and supply with regard to origin, price, and types and varieties of wine using appropriate language and inco-terms
4. Analyse market opportunities in target markets and plan appropriate export and market entry strategies