KALBOUSSI PGE 5

Rémi

Case Study : Margaux

International Communication Strategy

Q1: What role would intercultural communication plays in the
development of Château Margaux brand?

Communication is a fundamental concept of interculturality. It is a matter of two

individuals from different cultures adopting an attitude, a vocabulary and an
approach to communication that adapts to the other in order to make exchanges
more fluid and avoid misunderstandings.
Whether for individuals or companies, such as Châteaux Margaux, international
communication plays a mediating role and allows us to create links with others,
to make ourselves understood and, in our case, to do business.
As far as Châteaux Margaux is concerned, intercultural communication was the
first thing that was essential to make itself known and to convey its message to
the countries in which it wished to establish itself. Indeed, without a good
knowledge of this intercultural communication, Château Margaux would not
have been able to succeed in its international development, as this is
accompanied by key factors: a good knowledge of the culture, traditions and
festivals of the country, and whether the product that one wishes to market is
not contrary to the moral and legal rules of the country... This process, which
Châteaux Margaux succeeded in carrying out, enabled them to position
themselves and therefore to adapt their products, by adapting their way of
selling, such as the packaging, which had to be adapted to the country. All this is
possible thanks to good intercultural communication. To conclude, it seems
obvious that without good intercultural communication, which includes
knowledge of the country, the market and the people, Châteaux Margaux would
not have succeeded in the challenge of international development for many of
the essential reasons that the company has put in place, which are
- Know your business and its value
- Determine your target market
- Study your target market
- Choose the right marketing tools
- Use the culture and trends of that market.
The success of the brand is therefore due to its good intercultural
communication. First of all, it succeeds in showing the "made in France" aspect
of its products while respecting and taking into account the market habits of the
country where it is established. It is through this communication and knowledge
that the company implements its strategies.
Q2.Please select one of the following foreign markets :

-Brazil, Canada, Japan, India

-explain what would be the key success factors to better
communicate with this particular market

Brazil Key succes factors to communicate :

-Promoting the made in France in this new country

-French products in this country means with luxury products
-Using new techlogies in adequation with the future. That mean using online
plateform to sell the wine.
-Brazil is known to be a big consumer of wine, especially in recent years (over
two thrids of brazilian wine consumers enjoy trying new styles and types of wine
regurarly and that before Australian or American consurmers)
-Create or adapt a product with a Brazilian sound.
-Create or adapt a packaging with a Brazilian flavour.
-Château Margaux don’t have a team marketing it could be very successful if they
had any.
-Adapt its distribution channels according to the country's consumption
patterns: 50% of red wine in Brazil is sold in supermarkets, so focus on red wine
in supermarkets and also online.

Q3: Please kindly develop an international communication

strategy for Château de Margaux in China.

-You are expected to elaborate a long term and short term

objectives of integrated marketing communication.
-Please kindly give example of the eventual marketing
communication tools you will deploy.

First of all, it is important to know that sales in the Chinese market are essentially
done online, via websites and online platforms.
As previously mentioned, the challenge for Château Margaux lies in its
intercultural communication and its knowledge of the Chinese market.
Out of a population of 1.4 billion people, over 904 million Chinese are now
connected online.
To succeed in this internationalisation in China, the company will have to base
its strategy and position itself via two types of objectives : long-term and short-
term.

Long term: The company wants to make its place in the Chinese market, to be
sustainable in the country and to be a key player in the French wine market in
China and also to reach 5% of the online wine market in 5 years.

Short term: Create a Chinese Château Margaux website, create a bottle of wine
with products that would lead to the creation of a new product line with a
Chinese name and packaging.