Antonio Ferreira Neto Pierre Thabault José Besnier Tim McGarr. J.F. Lurton : A French company in Argentina. Best in France Case Study 24 December 2003 . J F Lurton. J F Lurton was set up in 1998. J F Lurton produces and sells a global range of wines. Turnover: 15,226,536 Euros (2002)
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Values that fit: Firm’s loyalty (argentinian workers are loyal supporters of the “company team”).
Values that do not fit: Punctuallity (argentinian society does not care too much about it).
By exporting our production method and training local people. Expatriated Executives perform an outstanding role in this subject.
Wines Bonarda, Cabernet Sauvignon, Malbec, Chardonnay, Chenin Blanc, Pinot Gris, Torrontes and Rosado.
We set out the basis that it possible to make goods wine anywhere vines grow under normal conditions. And Argentina gather all the ideal conditions for produce high quality wines, as soil, climate, water and without any input of chemicals.
Currently we are working in the direction that our products gain the maturity to become first quality wines.
We have already realized efforts to expand our product lines by acquiring wineyards in Argentina, Chile and Uruguay in Latin America.
Different traders from Japan, USA, UK, Canada, Ireland, Spain and other countries all around the world.
Have first quality products for highly demaning local markets, at competitive prices.
Belong to a French wine company is useful to open markets, and gives a brand name to our products worlwide.
Additionally, the knowledge curve in France for wine production gives another strengths on this market.
The principal constraint we have foresawed in Argentina is the low developed financial market.
The burocracy involved in each entrepreneurial effort. Argentina is characterized for has a large state, which does not care much on efficiency.
In the different locations of our units some constraints change, depending on the local culture and degree of development. But, most of them are the same in all countries (i.e. finding qualificated people, etc).
Profit from local producers experience. Argentina has very good conditions to produce high quality wines if you know how. Thus, try to establish joint ventures and be prepared to face an undeveloped financial market.