Marketing Management: An Asian Casebook

The case describes the boom and bust of sales of French wine, especially expensive Bordeaux wines, in Asia. The unstructured and fragmented markets of developing Asia offer opportunities for tailor-made, branded products. However, such entry may be too early. In Japan, bulk imported French wine is already successfully marketed by Japanese companies under their names. For David, a young MBA, Japan may be too late for an entrepreneurial venture.