Strategic Marketing Basics

The wine market can be segmented into several segments among which:

 

- the long time connoisseurs of wine who buy regularly (very) good quality products to be stored in their cellar

- the "yuppies" ( young urban professionals: http://en.wikipedia.org/wiki/Yuppie ) who love to taste wine in good company as part of their lifestyle and some kind of status symbol

-  tourists who like to take a day or two visiting vineyards during their vacation

 

If you were a small wine producer:

 

1) how would you evaluate the attractiveness of each segment ?

2) what kind market coverage alternatives could you envisage and why ?