Maison Lorgeril 葡萄園的亞洲市場戰略。

在本文中，回答了以下问题：Maison Lorgeril 成功恢复亚洲市场的策略是什么？此前由外部办事处管理？我的研究基于3个方向：市场选择（台湾），考虑恢复（跨文化）的关键成功因素以及在那里销售产品的选择。我将我的研究分为四个部分：Lorgeril 公司的内部分析，台湾市场的外部分析，结合两种环境的 SWOT 分析，以及最后为 Maison Lorgeril 定义的建议。对于 Lorgeril 公司的内部诊断，我收集了我自己找到的所有信息，在公司内部工作，阅读新闻文章等。为了完成这些信息，我采访了4位主要的 Lorgeril 经理。对于台湾市场的外部研究，我在实习期间进行了重要的文献研究和信息监测。我还在 Château de Pennautier 欢迎了许多亚洲客户。然后，我在会议，葡萄酒博览会和专业旅行期间对20位台湾潜在客户进行了定性访谈。最后，我采访了台湾的一位主要专业演员，法国商业台湾农业事业部高级贸易顾问。收集的信息已合并以获得 SWOT 分析。然后在建议中提出了具体的可靠策略。从长远来看，必须对这种结构变化进行管理。希望 Maison Lorgeril 能够优化其在亚洲市场的销售，在东南亚和逻辑上开辟新的市场，以增加其营业额。

A Strategic Analysis for the Maison Lorgeril Vineyard to Approach the Asian Market.

In this thesis, the following question is answered : What is the strategy to adopt for Maison Lorgeril to recover successfully the Asian market, previously managed by an external office? I based my study on 3 axes : the choice of the market to focus on (Taiwan), the key success factor to take into consideration for the recovery (inter - culturality) and the choice of the product to sell there (Cabardès AOC). I divided my researches into four parts : an internal analysis of Lorgeril Company, an external analysis of the Taiwanese market, a SWOT analysis combining the two environments and finally, recommendations defined for Maison Lorgeril. For the internal diagnostic of Lorgeril company, I gathered all the information I can find by myself, working within the company, reading press articles, etc. To complete this information, I interviewed 4 main Lorgeril managers. For the external study of the Taiwanese market, I did important literature researches and information monitoring all along my internship. I also welcomed many Asian clients at château de Pennautier. Then, I did qualitative interviews of 20 Taiwanese prospects during meetings, wine fairs and professional trips. Finally, I interviewed a main professional actor of the sector in Taiwan, Business France Taiwan Senior Trade Advisor in the Agricultural Business Department. The collected information has been combined to obtain a SWOT Analysis. Then a concrete solid strategy is proposed in the recommendations. This structural change will have to be managed in the long run. Hopefully, it will allow Maison Lorgeril to optimize its sales within the Asian market, to open new markets all around South East Asia and logically, to increase its turnover.

i. VALIDATION LETTER .................................................................................................... i
ii. ACKNOWLEDGEMENTS ............................................................................................... ii
iii. CHINESE ABSTRACT .................................................................................................... iii
iv. ENGLISH ABSTRACT .................................................................................................... iv
v. TABLE OF CONTENT ..................................................................................................... v
vi. TABLE OF FIGURES ...................................................................................................... vi
vii. LIST OF SYMBOLS ........................................................................................................ ix

1. INTRODUCTION .............................................................................................................. 1

2. MAISON LORGERIL CONTEXT .................................................................................... 3
1. THE COMPANY .............................................................................................................................. 3
2. THE HISTORY ................................................................................................................................ 3
3. THESIS ISSUES ............................................................................................................................... 5

3. PROBLEMATISATION .................................................................................................... 8
1. PROBLEMATIC .............................................................................................................................. 8
2. HYPOTHESIS .................................................................................................................................. 8

4. MATERIAL & METHODS ............................................................................................. 10
1. INTERNAL ANALYSIS ................................................................................................................ 10
2. EXTERNAL ANALYSIS ............................................................................................................... 12
3. SWOT ANALYSIS ......................................................................................................................... 14

5. RESULTS ......................................................................................................................... 16
1. INTERNAL ANALYSIS ................................................................................................................ 16
2. EXTERNAL ANALYSIS ............................................................................................................... 40
3. SWOT .............................................................................................................................................. 56

6. RECOMMENDATIONS ................................................................................................. 58
1. HYPOTHESIS VERIFICATION ................................................................................................. 58
2. LIMITS ............................................................................................................................................ 61
3. PRACTICAL CONSIDERATIONS ............................................................................................. 62

7. CONCLUSION ................................................................................................................ 64

8. REFERENCIES ............................................................................................................... 65
1. ARTICLES / REPORTS ................................................................................................................ 65
2. WEBSITES ...................................................................................................................................... 66
3. INTERVIEWS / CONFERENCES / OTHERS ........................................................................... 68

9. CURRICULUM VITAE .................................................................................................. 69

REFERENCIES


1. ARTICLES / REPORTS
Acheson, J. (October 2016) ; The wine market in China, Sector Trend Analysis, Market Access Secretariat Global Analysis Report ; Agriculture and Agri-food Canada

Allusse, A. (08/09/2015) ; Winery of the Month : Domaine Ventenac ; https://www.fancycellar.com/en/blog/wine-month-domaine-ventenac

Arthur, R. (05/07/2018) ; China’s imported wine market is thriving: and it’s Australian wines that are driving growth ; https://www.beveragedaily.com/Article/2018/07/05/China-s-imported-wine-market-is-thriving-and-it-s-Australian-wines-that-are-driving-growth#

Borden, Neil H, Harvard Business School (1964) ; The Concept of the Marketing Mix. In Schwartz, Geroge. Science in marketing. Wiley marketing series. Wiley. P. 286ff. Retrieved 2013-11-04.

Brunel, J. (03/12/1997) ; Externalisation des emplois attention aux risques juridiques ; Les Echos newspaper ; https://www.lesechos.fr/03/12/1997/LesEchos/17535-140-ECH_externalisation-des-emplois---attention-aux-risques-juridiques.htm [consulted the 25/08/2018 ]

Callens, JB. & Legillon, C. (October 2017) ; Business France Guide des Affaires Taiwan ; Business France Taiwan

CIVL (Conseil Interprofessionnel des vins AOC du Languedoc et des IGP Sud de France) ; (2017-2018) ; Languedoc AOC wines Press Kit - Key figures, Strategy, Economy and Vineyards

David W. Pickton & Wright S. (04/12/1998) What’s SWOT in strategic analysis? ; Strategic Change volume 7 issue 2 ; https://doi.org/10.1002/(SICI)1099-1697(199803/04)7:2<101::AID-JSC332>3.0.CO;2-6

Demarquet C. (26/06/2018) ; Externalisation de la prospection commerciale : avantages et inconvenients ; D&B Business development and marketplace : http://www.chefdentreprise.com/Thematique/marketing-vente-1027/breve/externalisation-de-la-prospection-commerciale-avantages-et-inconvenients-332323.htm.

Dr Rigaud, A. (President of ANPAA : Association Nationale de Prévention en Alcoologie et Addictologie) & Dr Craplet, M. (Medical advisor of ANPAA, chairman of Eurocare) (13/07/2004) ; The “Loi Evin” a French exception ; IAS Institute of Alcohol Studies ; volume n°56/04 ; http://www.ias.org.uk/What-we-do/Publication-archive/The-Globe/Issue-2-2004-amp-1-2004/The-Loi-Evin-a-French-exception.aspx

Gallopel Morvan, K. (2016) ; France’s Evin Law on the control of alcohol advertising : content, effectiveness and limitations ; Addition newspaper n°112.

Goldsmith Ronald E. (1999) ; The personalized marketplace: beyond the 4Ps, Marketing Intelligence & Planning, Vol. 17 Issue: 4, pp.178-185 ; https://doi.org/10.1108/02634509910275917

Grunert, G. & Ellegaard, C. (October 1992) ; The Concept of Key Success Factors : Theory and Method ; Project n°15 ; MAPP working paper n°4 ; ISSN 0907 2101

Hill, T. & Westbrook, R. (25/06/1998) ; SWOT analysis : it’s time for a product recall ; https://doi.org/10.1016/S0024-6301(96)00095-7

Miles, J. (01/07/2017) ; Brand Audit – What is a brand audit? ; https://milesherndon.com/blog/brand-audit)

McCarthy, E. J. American marketer (1975) ; Basic Marketing : a Managerial Approach. Richard D. Irwin, Inc.

Ministry of Agriculture and Food (23/05/2017) ; HEV certification : recognition of the environmental performances of farmers ; http://agriculture.gouv.fr/hev-certification

Sicard, J. (03/05/2018) ; Le marché du vin en Chine, un marché qui est loin d’avoir atteint sa maturité ; https://dareasia.com/fr/le-marche-du-vin-en-chine/

Vérot, O. (20/07/2017) ; Le marché du vin importé atteint 2 milliards de dollars ; https://www.mon-viti.com/experts/international/chine-le-marche-du-vin-importe-atteint-2-milliards-de-dollars

Zineldin, M. & Philipson, S. (2007) Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps, Journal of Consumer Marketing, Vol. 24 Issue: 4, pp.229-241 ; https://doi.org/10.1108/07363760710756011


2. WEBSITES
AOC Cabardès ; https://www.languedoc-wines.com/fr/languedoc-decouverte/les-aoc-du-languedoc/aoc-cabardes [consulted 15/09/2018]

Art of Wine ; http://www.wineaow.com/wset_aboutUs [consulted 02/03/2018]

Cabardès vins rouges et vins rosés du Languedoc ; http://www.aop-cabardes.fr/ [consulted 15/09/2018]

Château Auzias ; www.auzias.fr [consulted 16/09/2018]

China's Wine Market 2017 | Opportunities & Trends for Business (17/09/2017) ; INS Consulting ; https://ins-globalconsulting.com/enter-wine-market-china-2/ [consulted 10/04/2018]

Chinese search engine BAIDU ; https://www.baidu.com/ [consulted 05/08/2018]

Competitive Analysis ; https://www.entrepreneur.com/encyclopedia/competitive-analysis [consulted 17/07/2018]

Consommation de vin, les rapides transformations du marché chinois (22/06/2017) ; https://www.ladepeche.fr/article/2017/06/22/2598918-consommation-de-vin-les-rapides-transformations-du-marche-chinois.html [consulted 02/09/2018]

Definition of Inter-culturality ; Glossary by European Union, Council of Europe & The European Knowledge Centre for Youth Policy ; https://definedterm.com/a/document/11417 [consulted 26/08/2018]

Definition of re-appropriation ; Oxford Dictionary ; https://www.oxforddictionaries.com/ [consulted 30/07/2018]

Definition of strategic innovation ; https://searchcio.techtarget.com/definition/strategic-innovation [consulted 21/04/2018]

Exportations de vins produits en Languedoc-Roussillon - bilan 2015 : moins de volumes, mais mieux valorisés - DRAAF Occitanie ; http://draaf.occitanie.agriculture.gouv.fr/Exportations-de-vins-produits-en [consulted 12/09/2018]

HEV certification : recognition of the environmental performances of farmers (23/05/2017); Ministry of Agriculture and Food ; http://agriculture.gouv.fr/hev-certification [consulted 03/09/2018]

High Environmental Value and Sustainable Vinegrowing ; http://www.champagne-plener.fr/english-version/high-environmental-value-and-sustainable-vinegrowing/ [consulted 10/05/2018]

Icheers ; http://www.icheers.tw/iCheers/ [consulted 08/05/2018]

Languedoc Wine Map, Regions, Grape Varieties, History and more - Social Vignerons ; http://socialvignerons.com/languedoc-wine-map-regions-grape-varieties-history-and-more/ [consulted 11/09/2018]

Languedoc-Roussillon wine region ; https://www.decanter.com/wine/wine-regions/languedoc-roussillon-wine-region/ [consulted 14/09/2018]

Les Jamelles ; http://maritimewine.com/les-jamelles.html [consulted 12/09/2018]

Les Jamelles Mobile ; http://m.les-jamelles.com/fr/jamelles [consulted 12/09/2018]

Maison Lorgeril ; http://www.lorgeril.wine [consulted 12/01/2018]

Maison Ventenac – au Coeur du Cabardès ; http://www.maisonventenac.fr/?age-verified=5b821e2db4 [consulted 12/09/2018]

Michelin Taipei Guide ; https://guide.michelin.com/tw/en/taipei [consulted 23/08/2018]

Nowadays les Domaines Paul Mas ; https://www.paulmas.com/en/about-us/nowadays/ [consulted 19/06/2018]

PESTEL analysis ; https://www.professionalacademy.com/blogs-and-advice/marketing-theories---pestel-analysis [consulted 18/09/2018]

Taiwan sommelier association ; http://www.taiwansommelier.org/ [consulted 29/04/2018]

Taiwan Wine Academy ; https://www.wineacademy.tw/ [consulted 04/06/2018]

What is HACCP? ; https://www.22000-tools.com/what-is-haccp.html [consulted 10/09/2018]

What is ISO 22000? ; https://www.22000-tools.com/what-is-iso-22000.html [consulted 10/09/2018]

Wine Trade Monitor (18/10/2016) ; “The rising stars of the wine market” ; https://www.franceagroalimentaire.com/wp-content/uploads/2016/10/Press-KIT_WineTradeMonitor2016_International_18_10_16.pdf [consulted 18/09/2018]

Who are we? Gérard Bertrand ; http://www.gerard-bertrand.com/en/la-maison/who-are-we-/ [consulted 22/09/2018]

Wine & Gourmet Taipei in May 2019 ; https://www.tradefairdates.com/Wine-Gourmet-M12853/Taipei.html [consulted 09/02/2018]


3. INTERVIEWS / CONFERENCES / OTHERS

Interview of Anne Gineaudeau Business France
Business France Conference in Taipei by Anne Gineaudeau 05/06/2018
Interview of 4 Lorgeril employees : Aurélie Giron (Marketing Director) ; Eric Henry (France Commercial Director) ; Matt Jammes (Asia & America Export Director) ; Frank Flugge (Europe Export Director)
Interview of Asian Clients, Importers and Prospects
Internal Lorgeril company documentation
CIVL, France Agrimer, OIV, British analyst Mintel and Ubifrance