SITUATION ANALYSIS Chateaux Margaux (henceforth referred to as CM) carries the image of exclusivity as a brand and commands a premium price as a result of its classification as a first growth under the 1885 Bordeaux classification. However, with newer markets opening up, especially those in Asia and Russia where consumers look for value for money (Sinclair, Kevin, 2005), a first growth would sell as a status symbol rather than a consumption product. While this market is vastly different from the connoisseurs that make up about 80% of CM's customers, with growth rates of 15% to 25% predicted for the next three years in the Asian wine markets alone(Sinclair, Kevin, 2005), these markets ideally should not be ignored. However, with a different palate and a cuisine that does not gel well with wines made of Cabernet Sauvignon (Caparoso, Randal, 2006), marketing CM as a consumption product will be difficult in these regions. This task will be complicated further with an excellent 2005 vintage which will push up prices even more. Wine critics like Robert Parker can influence prices of wi......

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