ChateauOnline

Published 07 Jan 2003
Reference 5137
Topic Marketing
Industry Retail Wine and Spirits
Region Europe
Summary

Château Online looks at the situation of an e-tailer in 2001. The firm has done well and is a European leader. However, it faces the twin challenges of creating the online market for wine purchasing and the threat of entry by major players.

Teaching objectives

The case explores the following themes: Value added. To understand how an online model can fit into established patterns of consumer behavior. The browser interface. To understand the role of the customer interface. Sustainable advantage. To understand the nature of online advantage. Economic potential. To understand the potential of B2C retailers.

Keywords
  • Wine retailing
  • On-line marketing
  • Start-up
  • E-business. AR2003
  • AR0203
  • RD0703