by Kong Kan, Karen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 81-82). / EXECUTIVE SUMMARY --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / ACKNOWLEDGMENT --- p.vi / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / "Marketing Difficulties Start with Chinese Misunderstanding of the Word ""Wine´ح" / Scope of Study --- p.3 / Decision Problem --- p.3 / Research Objectives --- p.3 / Methodology --- p.5 / Research Design --- p.5 / Data Collection Method --- p.7 / Limitations --- p.10 / Chapter II. --- EVALUATING THE MARKET OPPORTUNITY --- p.13 / Environmental Analysis --- p.13 / Macroenvironment --- p.13 / Microenvironment --- p.15 / Company Profile --- p.17 / Competition Profile --- p.19 / Market Share Competition --- p.19 / Fine Wine Segment competition --- p.20 / Regular Wine Segment competition --- p.21 / Consumer Profile --- p.22 / On-premise Sales --- p.22 / Off-premise Sales --- p.22 / Market Potential of Remy Wine Division --- p.22 / Summary of Chapter II --- p.26 / Chapter III. --- THE TARGET MARKET --- p.27 / "Alternative 1: General public as target market, including supermarkets as outlets" --- p.28 / "Alternative 2: General public as target market, maintaining the 4existing retail outlets" --- p.29 / Alternative 3: Middle to high income group as target market maintaining the 4 existing retail outlets --- p.29 / "Alternative 4: Middle to high income group as target market, including supermarkets as outlets" --- p.30 / Best Alternative Justification --- p.30 / Target Market Description --- p.32 / Chapter IV. --- STRATEGY FORMULATION --- p.34 / Marketing Strategies for Young Adults --- p.34 / Product and Price Strategy --- p.34 / Distribution Strategy --- p.38 / Promotional Strategy --- p.39 / Marketing Strategies for Mature Adults --- p.42 / Product and Price Strategy --- p.42 / Distribution Strategy --- p.44 / Promotional Strategy --- p.45 / Marketing Strategies for Mature Market --- p.48 / Product and Price Strategy --- p.49 / Distribution Strategy --- p.49 / Promotional Strategy --- p.49 / Chapter V. --- TIMING AND BUDGETING --- p.51 / Chapter VI. --- CONCLUSIONS --- p.55 / EXHIBITS --- p.57 / BIBLIOGRAPHY --- p.79