An Analysis of the Chinese Wine Market and American Wine Marketing Strategies in China

Download or read book An Analysis of the Chinese Wine Market and American Wine Marketing Strategies in China written by Nikolis Austin Snyder and published by . This book was released on 2016 with total page 62 pages. Available in PDF, EPUB and Kindle. Book excerpt: Despite the rapid growth of China’s wine industry, many American wine companies should not consider trying to enter the market. U.S. wine shares of the Chinese wine market have struggled and declined in the last year, due to competition, lack of knowledge of American wines, and the rapid growth of the American wine market itself. However, American wine companies can still gain much from doing more business in China's wine industry if they are willing to take on the costs and risks of doing so. This paper aims to understand why American wines have struggled to gain greater success in China’s wine market, and to find ways to overcome these issues. To do this, it analyses the past and current situation of the Chinese wine market; discuss American wine’s top competitors in the market and how they find success; provides an explanation of who should be American wine companies’ target consumer; describes China’s wine market distribution channels; and makes some suggestions on how American wine can expand marketing and sales in China's wine industry. The reader of this thesis will have a better understanding of the current wine market in China and whether or not the market offers any opportunities to them.