Czechoslovakian Wine: Strategic Development for UK Export

The article considers trends in the Czechoslovakian wine industry, the industry's home market faces a decline in per capita consumption and increasing price sensitivity. Through a case study the development of a particular producer of quality wine is examined together with the emergence of a coordinated approach to marketing decisions. The UK is a potential export market for such a producer. The growth and development of the UK wine market is considered and opportunities identified. Developing a producer to serve those requirements is found to be difficult requiring the producer to readdress the issue of quality. Bottles and labels may also need to be changed. The development process requires investment and the risks of political change need to be considered.