Wine Glass Production

Country Selection for Expansion

Table of content
Preface
Product overview & Extra features
Research objective
Target group
Sizes of markets and dynamics
Criteria overview
Country comparison
Analysis of comparison
Summary

Preface
Our company is producing
exclusive lines of the finest blown
glass and pure crystal wine glasses
dedicated
for
most
demanding
customers.
All the products are designed and
created with passion and experience of
our devoted employees keeping all
latest exisiting standards in our
branch.

Product overview

Made of best quality crystal

Capacity between 200 and 700 ml
Price between 20 and 100 Euro*
ScratchProof
Variety of products 15 different shapes

* For special orders price may differ

Extra features
Glass with gems and gold adornments
Increase durability (IOD System)
Special product boxes made of chosen
wood type
Shade of glass chosen by customer

Research objective
The main objective of our research is to find and
choose the best market for exporting our products.
We narrowed our observations to four countries
from which we are going to choose the one we will expand
to. Those countries are:

Georgia
Belgium
Italy
Canada

Target group
Exclusive clients
Age: 30+
Gender: both
Very rich people
Individual orders
Unusual requirements

Thanks to the variety and high customization level

of our products we are able to provide finnest quality wine
glasses that will cover all settled expectations, needs and
follow latest trends in the market.

Sizes of markets and dynamics

Criteria overview
Percentage of Population with income above 150 000 / year
the higher the better - Indicates the number of potential buyers
Wine consumption the higher the better
Indicates wine and potential wine accessories popularity

HDI (Human Developement Index) the higher the better

tool used to rank countries by level of "human development which
measures whether a country is developed, developing,
or underdeveloped

Purchasing power the higher the better

Wine belt
consists of countries in which wine is the most
popular alcoholic beverage

Country comparison
Georgia

Belgium

Italy

Canada

7.04%
(0,31)

14,23%
(1,53)

11,13%
(6,74)

14,72%
(5,08)

30

55

12

HDI

0.698

0.867

0.854

0.888

Purchasing power

28.5

76.3

66.1

83.5

Yes

No

Yes

No

Percantage of people
with income above
150 000
(number in Millions)

Wine consumption
(in litres per citizen in 2010)

(USA = 100)

Wine belt member

Analysis of comparison
Pros:

Italy

Cons:

Belgium

Pros:

Cons:

The highest number

High market
penetration
of rich people
Strong purchasing
power
High HDI index
The highest wine
consumption per
capita
Strong and
established wine
culture
Georgia
Wine Pros:
Belt country
Cons:

High HDI index

High wine
consumption per
capita
Strong purchasing
power

Wine Belt country

The highest HDI

index
Strong purchasing
power
High number of rich
people

The lowest number of

rich people
The lowest wine
consumption
The lowest HDI index
The lowest purchasing
power

Pros:

High percentage but

low real number of rich
people
Not a Wine Belt
country
Almost no production
of wine
High market
penetration

Canada

Cons:

No wine culture
Low wine
consumption
No wine production

Summary
Our final pick for export destination is Italy.
This country shows the highest potential among
four considered countries.
It has the longest wine tradition, the biggest
wine consumption and production in the world
and the highest demand for wine accessories
including wine glasses.
The biggest market size connected with high
awareness of the customers and the biggest
group of people in our target group creates the
best mix from all analyzed countries.

Thank you for your attention!

Sources:

http://economist.com/markets/rankings
http://wineinstitute.org

Interesting video
See how the wine glasses are made:

Google -> How its made: Crystal wine glasses

http://www.youtube.com/watch?v=6c_8ekySU3c