Assignment
Length: 500-750 words (main text)
A case analysis of Inniskillin and the Globalization of Icewine. The wine industry in Canada has faced explosive growth since the 1980's. Production and quality have both grown commensurately. The emergence of Inniskillin Icewine as a premium branded product is an excellent example of product positioning based on exclusivity. Please answer the following questions:
• Roger Provost has his first meeting with the new Vincor owners, US-based Constellation Brands, next week. What should Roger recommend to Constellation as the best go-forward strategy for Inniskillin Icewine? Should he recommend (a) maintaining Inniskillin Icewine's current distribution strategy based on exclusivity, or (b) maximizing Inniskillin Icewine's premium margins by utilizing the global reach of Constellation's distribution network to make the product more available in more markets? Support your answer with details from the case and with secondary research.
• How much effort should Roger put forth in encouraging the VQA to preserve Canada's Icewine designation, much like France's Champagne and Cognac designations are protected? Is such an approach futile in an increasingly globalized industry, or should the origins of special products be protected? Support your answer with details from the case and with secondary research.
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.
Attachment:- Harvard-Inniskillin-and-the-Globalization-of-Icewine.rar