This multimedia case introduces the student to the world of sales management.
The tutorial is divided into 4 sections: the salesperson, commercial activity, complex sales, and the personal sales process; where the student is introduced to the basic concepts of the commercial world and how to put the sales activity into practice.
Wines of Georgia: Marketing the Crawdle of Wine
The case is about how to build the "Georgia Brand" and position Georgian wines in the international markets.
The oldest wine remnants in the world, dating back to about 6,000 years before Christ, have been found in Georgia, allowing Georgia to claim the title of "the cradle of wine." Additionally, the country has around 500 endemic grape varieties and fermentation methods that allow for the production of very special wines.
All these elements should enable Georgian wines to be positioned as niche products and sold at high prices.
However, due to historical and political conditions over the past 100 years, almost no one outside of Georgia and the former USSR knows these facts, and Georgian wines are mostly exported to countries of the former Soviet republics.
The case presents several decisions that need to be made regarding Georgian wines.