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Marketing News by Shannon Truloff March 2001 The Case of the Australian Wine Industry Key Words: Market expansion - marketing and business plans - case study (All monetary values are in Australian dollars) The Australian wine industry is vulnerable to the macro- and micro-environment. Wine consumption, generally, follows the cyclical pattern of economic activity. The industry can experience good seasonal conditions and poor seasonal conditions. Australian winemakers are affected by new technologies that can improve the efficiency of viticulture and winemaking. Winemakers are exposed to domestic tax levies and foreign protectionist policies. Despite exposure to often uncontrollable and negative factors, the Australian wine industry has enjoyed growth in the local and international wine market, aided by clearly defined marketing and business plans. Two significant documents detailing the Australian wine industry's strategy have been published in the past five years. 'Strategy 2025', released in October 1995, is a plan developed jointly by the Australian Wine and...

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