Thesis (MBA)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: This mini-study project was undertaken to investigate the dynamics of the international
wine industry in an era of increased globalisation.
The capacity of old and new wine producing countries to adapt to the new dynamics
was assessed by determining their competitive positions in the global industry. The
impact of industry driving forces on trends and future developments was determined
and predictions were made for the immediate future of the industry. The cyclical nature
of the global wine industry was investigated and the industry's ability to balance supply
and demand in the foreseeable future was assessed. Recommendations were finally
made on how to establish greater stability in the global wine industry.
Wine consumption in traditional wine countries decreased as a result of changing life
styles, and prompted the wine industry to focus increasingly on importing countries.
Transformation within the wine industry is assisted by the innovative and aggressive
marketing strategies of new wine countries. Product differentiation, brand building and
the development of a more effective distribution channel are allowing new wine
countries to increase market share at the expense of old wine countries.
The global wine industry experiences cyclical instability in supply and demand.
Evidence suggests that a cycle is completed every eight years. A threatening
oversupply of quality white wine will result in increased competition and lower prices,
while red wine supply is likely to exceed demand from 2003 onwards.
The wine industry needs to introduce some measure of control to co-ordinate
expansion and replacement programs of vineyards with an increased quality focus.
Producers and wineries will have to be far more sensitive to changing consumer
attitudes and life styles and should develop appropriate production strategies in order to
meet changing demands. / AFRIKAANSE OPSOMMING: Hierdie werkstuk is onderneem om die veranderende dinamika binne die internasionale
wynindustrie te ondersoek teen 'n agtergrond van toenemende globalisering.
Die vermoë van oud en nuwe wêreld produksielande om aan te pas by veranderinge is
beoordeel deur die bepaling van hul onderskeie mededingende posisies in die globale
wynindustrie. Die impak van industrie-dryfkragte op tendense en toekomstige
verwikkelinge is ondersoek en voorspellings is gemaak vir die onmiddellike toekoms
van die industrie. Die sikliese aard van die globale wynbedryf is ondersoek, sowel as
die vermoë van die bedryf om vraag en aanbod in die afsienbare toekoms te stabiliseer.
Ter afsluiting word aanbevelings gemaak ten einde groter stabiliteit in die bedryf te
bewerkstellig.
Leefstyl veranderinge en 'n gepaardgaande daling in wynverbruik in tradisionele
wynlande, veroorsaak dat die internasionale wynindustrie sy aandag toenemend op
invoerlande vestig. Vernuwing in die bedryf word aangevuur deur die kragtige
bemarkingsaanslag van nuwe wêreldlande. Deur differensiasie van hul produkte,
handelsmerkontwikkeling en die uitbou van 'n meer effektiewe distribusiekanaal, slaag
nuwe wynlande reeds daarin om hul internasionale markaandeel uit te bou ten koste
van ou wynlande.
Die globale wynbedryf ervaar sikliese onstabiliteit in vraag en aanbod en bewyse is
gevind dat die siklus elke agt jaar voltooi word. 'n Dreigende ooraanbod van hoë
kwaliteit witwyn sal lei tot strawwer mededinging en laer wynpryse. Die rooiwynaanbod
sal moontlik teen 2003 die vraag oorskry.
'n Mate van beheer word onder meer vir die industrie voorgestel om te verseker dat
uitbreiding en vervanging van wingerde beheersd en kwaliteitgerig sal geskied.
Groter bewustheid van moontlike verandering van verbruikersvoorkeure en
daadwerklike aksie is krities belangrik, ten einde 'n herhaling van die afgelope dertig
jaar se negatiewe groei tendens te voorkom.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/51615 |
| Date | 03 1900 |
| Creators | De Villiers, Gerrit |
| Contributors | Rethman, N., Stellenbosch University. Faculty of Economic & Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 62 p. : ill. |
| Rights | Stellenbosch University |
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