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Global Wine War 2009: New World versus Old. Group 2 Raffaella Angelico Andrea Batticani Eleonora Ganucci Chiara Nardelli Federica Strazzeri Matthias Trenkwalder. What is interesting about the case?.

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global wine war 2009 new world versus old

Global Wine War 2009: New World versus Old

Group 2

Raffaella Angelico

Andrea Batticani

Eleonora Ganucci

Chiara Nardelli

Federica Strazzeri

Matthias Trenkwalder

what is interesting about the case
What is interesting about the case?

“Companies approach INNOVATION in its broadest sense, including both new technologies and new ways of doing things. They perceive a new basis for competing in old ways”.

(Porter, 1990)

  • Global Wine Industry
    • Facts – New World vs. Old World Wine Producers
      • The role of Innovation (Q. 1)
        • Marketing (Pricing, Distribution, Labeling, Branding) (Q. 4)
        • Production Operations
    • Trends
  • Porter Five Forces Framework
  • National Competitive Advantage – Porter’s Diamond (Q. 2)
  • Clusters (Q. 3)
innovation 1
Innovation (1)
  • “A nation’s competitiveness depends on the capacity of its industry to innovate and upgrade.”

(Porter, 1990)


Innovation (2)

  • New Production Operations
    • Controlled drip irrigation
    • Specialized equipment  to reduce labor cost;
    • Fertilization and pruning methods  to plant at twice the traditional density;
  • New Marketing Strategies
    • New Packaging: wine in a box + screw caps
    • New Distribution control over all value chain.
    • New Target youngest
    • New Identification use of grape variety (Merlot, Sauvignon)
trends 1 global market value historical 2005 2009 and forecasted 2009 2014
Trends (1)Global Market Value:Historical(2005-2009)and Forecasted (2009-2014)

CAGR = 2%

CAGR = 2%

Source: DataMonitor 360°

trends 2 world s wine production
Trends (2) - World’s Wine Production

A changing market…

World Wine Production:

facts and trends

World’s wine production by country 2009

Percentage change by country (2006-2009):


USA: +13,90%

Chile: +16,83%

Germany: +3,17%


France: -11,36%

Italy: -14,84%

Spain: -13,00%

Argentina: -21,41%

Australia: -11,62%

South Africa: -16,93%

Source: Wine Institute California,, World Wine Production by Country

trends 3 world wine consumption
Trends (3) – World Wine Consumption

2010: The U.S. surpassed France as the world's largest wine-consuming nation!

World’s wine consumption by country (in liters 2006/2009)

Source: Wine Institute California,, World Wine Consumption by Country


Trends (4) – Segmentation of the wine market

The new world wine producers are present in the Basic- and in every Premium- Segment but it’s hard for them to sell Icon Wines. This segment is still dominated by the old world producers.

  • Premium and Super Premium wines are the most growing segments.
  • Basic Wines are decreasing in market share.






Source: DataMonitor 360°

porter s five forces analysis
Porter’s Five Forces Analysis
  • Is it an attractive industry?
  • Competition is high
  • It’s hard to have relations
  • with distributors
  • High entry barriers
porter s diamond determinants of national competitive advantage
Porter’s Diamond Determinants of National Competitive Advantage

“In a world of increasingly global competition, nations have become more, not less, important.” (Porter, 1990)

“Each point on the diamond – and the diamond as a system – affects essential ingredients for achieving international competitive success.”

(Porter, 1990)


“The nation's position in factors of production, such as skilled labour or infrastructure, necessary to compete in a given industry.”

  • A country does not inherit the factors of
  • production, it creates them.
  • The New World nations invested in the creation of
  • new technologies to produce wine.
  • These innovations enhanced the efficiency and
  • the quality of production and led to a significant
  • cost advantage.

“The nature of home-market demand for the industry's product or service.”

New World companies:

Control the entire value chain (including distribution channels)

Closer to consumers than OW who don't own distribution channels.

NW wine producers have a better understanding of home market's preferences & are more inclined to adapt to changes in demand than OW wine producers.


“The conditions in the nation governing how companies are created, organized, and managed, as well as the nature of domestic rivalry.”

  • New World producers had to find an innovative way to enter a market that was already formed.
  • They introduced new technologies, new marketing strategies, and a new structure.
  • Domestic rivalry was very intense because of the concentration of producers in the regions of origin of the grapes.

“The presence or absence in the nation of supplier industries and other related industries that are internationally competitive.”

One of the most important characteristics of the wine industry is that it stimulates the formation of clusters.

The wine production process can be carried out only in some particular regions were the resources are available.

the importance of clusters
The Importance of Clusters

“Clusters represents a new way of thinking about location, challenging much of the conventional wisdom about how companies should be configured, how institutions can contribute to competitive success, and how government can promote economic development and prosperity.”(Porter 1998)

Main characteristics

  • Clusters are geographic concentrations of related and complementary companies  relatedness is given by skills, input and technologies;
  • They enhance control over all the value chain (vertically and horizontally);
  • They may include the participation of both governmental and other institutions.
clusters competition

Clusters can enhance competition in three different ways:

  • Increasing Productivity
  • Companies have a better access to professional employees and suppliers, to specialized information, and to complementarities.
  • Increasing Innovation
  • Thanks to the geographic proximity, companies can share immediately new evolving technologies.  Flexibility and Capacity to act quickly!
  • Stimulating New Businesses
  • Individuals have an overview of the entire business so they can easily find gaps on which build new businesses.
  • Thanks to the pre-existed assets, skills, infrastructure and investors new businesses face low barriers to entry.
california wine clusters
California Wine Clusters
  • 680 Commercial wineries.
  • Thousand independent grape growers.
  • Links with
    • University of California
    • Wine Institute.
  • Linkages with other clusters: agriculture, food and restaurants, wine-country tourism.
serra ga cha wine cluster
Serra Gaúcha Wine Cluster

-600 wineries & canteens

-34000 ha of vineyards

- Several universities involved in grape and wine researches

- Technological school specialized in viticulture and enology

- IBRAVIM Vision 2025.