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Malbec Case Study

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Case 2-2 Malbec Case Study
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Case 2-2: Malbec Case Study
Question 1
The success of Malbec is attributable to several marketing strategies. The winemakers
market their wines as one, an intensely tannic and fruity red wine. Second, they use ideal for
aging due to something about oak. Lastly, an excellent value for money. They also provide
consumers with information about how the different varietals are made and give the customers
ranges and clues on what kind of Malbec they may like better. A marketing strategy that has
been particularly helpful for Malbec is creating the concept of 'Professionalism.' This idea was
thrust upon the Argentinian wine industry by governmental policies and producers. It allows
Argentinians to believe that they may be doing something good for themselves and their country
by drinking Argentinian wines.
Question 2
To increase consumer understanding of and appreciation for Malbec-based wines, I
recommend increasing the visibility of this type of wine through more ads on TV and other
media outlets. It should also be made easier to purchase news articles discussing the history and
process behind these wines since some consumers may not have time to read them themselves to
learn about them. Moreover, its marketing should be based on global development and not
exclusive to Argentina. Finally, more displays or information should be available with pictures
that are easy or interesting to read about this type of wine at supermarkets so consumers can see
what it is all about before buying one.
Question 3
Despite the high competition within the market, Argentina’s wine producers could still
stay at the top. If Argentina's wine producers want to maintain or increase their market share,

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1 Case 2-2 Malbec Case Study Name Institutional Affiliation Course name Instructor’s name Assignment due date 2 Case 2-2: Malbec Case Study Question 1 The success of Malbec is attributable to several marketing strategies. The winemakers market their wines as one, an intensely tannic and fruity red wine. Second, they use ideal for aging due to something about oak. Lastly, an excellent value for money. They also provide consumers with information about how the different varietals are made and give the customers ranges and clues on what kind of Malbec they may like better. A marketing strategy that has been particularly helpful for Malbec is creating the concept of 'Professionalism.' This idea was thrust upon the Argentinian wine industry by governmental policies and producers. It allows Argentinians to believe that they may be doing something good for themselves and their country by drinking Argentinian wines. Question 2 To increase consumer understanding of and appreciation for Malbec-based wines, I recommend increasing the visibility of this type of wine through more ads on TV and other media outlets. It should also be made easier to purchase news articles discussing the hist ...
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