International wine marketing, focusing on the emerging importance of Hong Kong as a wine business hub in the Asia Pacific region.
MBA or year 3/4 undergraduate business course. Some prior knowledge of organisational structure, management decision–making, marketing principles and consumer behaviour will be helpful.
Sinolink is a small family business that successfully made the transition to become one of the largest local wine dealers in Hong Kong, trading internationally and growing phenomenally through a combination of management and marketing savvy. Its story is worth telling at a time when Hong Kong is emerging as an important wine business hub in the Asia Pacific region. It faces new opportunities and challenges in such a dynamic environment.
Some learning points are: how vision and leadership affects business strategy; international supplier relationship and product knowledge as critical foundations for the wine business; customer relationship management and marketing as competitive strategies; and flexibility in response to operational considerations and challenges is vital to success
Teaching notes.
