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.
The case requires the analysis of a business which in France is mature and sophisticated, but in Asia is in its infancy and, thus, volatile. Judgement is required whether the burst of demand from Asia is only a fad or the beginning of a tremendous market development. This judgement and the consequences for a marketing strategy has to take into account the vast differences in consumer behaviour between Asia and the West.