D2-z. 想定質問と回答

- logical.wine

Q1. ワインの需要と供給に与える要因は何か？

PESTEL

①需要

Politics : 政府の健康キャンペーン、過剰生産に対する安価なワインの生産量制限
Government campaigns on the health, government control of overproduction to cheap wine

Economic : 経済の強さ（消費者の可処分所得の増加）、為替変動の影響、市場の変化（新しい生産者の参入と退場）
Strength of the Economy (Changes in the level of consumers’ disposable income.), Fluctuations in Currency Exchange, Changes to the Market (Entry or exit of new firms or products.)

Social : 消費者の趣向や支出傾向の変化、若い世代のアルコール摂取量の減少、ライフスタイルの変化
Changes in Consumer Preferences and Spending Patterns, Young people drinking less wine, Changes in Lifestyle

Technological, Environmental : Nothing

Legal : アルコール販売の禁止または制限、政府によるアルコール摂取量減少の方針（フランスのLoi Evin法、スコットランドの最低単位価格の導入）、アルコールに対する課税、輸入関税、ワイン法
Laws Prohibiting or Limiting the Sale of Alcohol, Government Policies to Reduce Alcohol Consumption (France’s Loi Evin Law, Scotland introduce Minimum unit price), Taxaion, Tariffs on imported goods, Wine Law

D2-1. Supply and Demand for Wine

②供給

Politics : 過剰生産に対する措置としての低品質なブドウ樹の引き抜き、新しいブドウ樹植え付けの制限（EU）
Vine pull schemes as a measure against overproduction, EU restrictions on planting new vineyard

Economic : より価値の高い作物への転換
Conversion of vineyard land to other crops that value is higher

Social : 地方の労働力不足
Abandonment of rural areas

Technological : Modernization of vineyard management and winemaking techniques to achieve mass production of high quality wines.
ブドウ畑・ワイン醸造の近代化によるワインの質と量の向上

Environmental : 年ごとに変化するワイン生産量の変化（旱魃による水不足など）
Changes in wine production due to year-to-year changes in weather. e.g., water shortage due to severe drought.

Legal : ワイン法による生産量の制限
Limitations of cultivate area and yield by PDO

D2-1. Supply and Demand for Wine

Q2. PDOは何を目的とし、ワイン生産にどのような影響を与えるか？

  1. 特定の地域で生産されるワインのスタイルを定義する
  2. 需要と供給を一致させて、価格低下圧力のリスクを低減する
  1. Define the style of wine produced in a particular region.
  2. Match supply and demand to reduce the risk of downward price pressure.
  • 特定のワインの需要が高まっている場合に、適していないエリアに生産地域が拡大することで、全体的な品質が低下する
  • 厳格なPDO規制により、規制の緩い地域のワインに対する競争力が保持できない（e.g. 1970年代にVin de Pays制度が導入されたことで、生産量と品質が大幅に増加した）
  • Expansion of production areas into unsuitable areas when demand for a particular wine is rising, resulting in a decline in overall quality.
  • Strict PDO regulations make it impossible to remain competitive against wines from less regulated areas.
    e.g. the introduction of the Vin de Pays system in the 1970s led to a significant increase in production and quality.
D2-1. Supply and Demand for Wine

Q3. ワインの価格に影響を与える要素をサプライチェーンに沿って説明せよ

  1. ブドウ栽培：Grape Growing
    • ヴィンヤード設立：土地の購入（土地の環境、アペラシオンの名称、希少性）、ブドウ畑の準備（測量、整地、区画分け、トレリスの設置、灌漑システム、気象災害からの保護、機械・設備の購入）
      Vineyard Establishment : Buying or Renting the Land ( environment of the land, Appellation Names, Scarcity), Preparing the Vineyard (Surveying, Land preparation, Dividing the vineyard into plots, Installation of trellises, Irrigation system, Protection from weather hazards)
    • ヴィンヤード運営（労働力、物資、ブドウ園での処理、水、電気、保険、減価償却）
      Vineyard Management (Labor, Materials, Treatment in the vineyard, Water, Electricity, Insurance, Depreciation)
  2. ワイン醸造：Wine Making
    • ワイナリーの設立 ：土地代、建設費用、設備・機械・醸造ライン
      Winery Establishment : Land, Building winery, Purchasing equipment, machinery and production line
    • 醸造コスト：ブドウの購入費用、労働力、物資、機械・設備のランニングコスト、水、電気、熟成、パッケージング、減価償却費
      Winemaking Costs : Purchasing of grapes, Labor, Winery Materials, Running costs of equipment and machinery, Water, Electricity, Maturation, Packaging, Depreciation
  3. 輸送：Transportation
    • ボトルワインの輸送：Transportation of bottled wine
      • Air：Very high transportation costs
      • Road：Suitable for short distance
      • Rail：Suitable for mass transit between continents
      • Sea：Most common and inexpensive way
    • バルク輸送：Bulk transportation
      同じワインを15,000ケース以上販売する場合にコスト優位
      There are cost advantages when selling more than 15,000 cases of the same wine.
  4. 輸入：Importation
    • 輸入関税、販売代理店のマージン
      Import duties, Margins to distributors
  5. 販売：Sales
    • 物件費、人件費、設備と資材、ストレージコスト、配送料、販売時点でのマージン
      Property costs, Labor, Equipments and materials, Storage costs, Delivery costs, Margin at the point of sale
  6. マーケティング：Marketing
    • 人件費、ボトルとラベルのデザイン、キャンペーン費用
      Labor, Design costs of bottles and labels, Marketing campaign
  7. 為替の変動：Fluctuations in Currency
D2-2. Costs in the Supply Chain

Q4. バルク輸送はどのようなワインに適した輸送方法か、そのメリットとデメリットと合わせて説明せよ

D2-2. Costs in the Supply Chain

Q5. それぞれの生産者の特徴をメリットとデメリットを踏まえて説明せよ

  1. Estates
  2. Growers
  3. Merchants
  4. En Primeur
  5. Co-Operatives
  6. Custom Crush Facilities
D2-3. Type of Producer

Q6. それぞれの販売方法の特徴をメリットとデメリットを踏まえて説明せよ

  1. Selling Directly to Retailers
  2. Appoint a Distributor
  3. Establish a Joint Venture
  4. Use a Broker
  5. Selling Directly to Customers
    1. Cellar Door Sales
    2. Events
    3. Wine Clubs
    4. Online
D2-4. Sales Method

Q7. 消費者への販売方法について、それぞれの特徴をメリットとデメリットを踏まえて説明せよ

  1. Supermarkets & Deep Discounters
  2. Convenience Retailers
  3. Specialist Wine Retailers
  4. Online Retailing
  5. Wine Investment Companies
  6. Bar & Restaurants
D2-5. Reaching the End Consumer

Q8. 特殊な市場環境について、それぞれのシステムとそのメリット・デメリットを対消費者・対サプライチェーンの観点から説明せよ

  1. Monopoly Markets
  2. The USA’s Three-Tier System
D2-5. Reaching the End Consumer

Q9. それぞれのワインを販売する場合にとり得るマーケティング戦略を、5Pの観点から説明せよ

1. 大量生産で安価なワイン (Mass-production, inexpensive wines )

1Product・High volume, inexpensive branded wine
2Price・Inexpensive to mid-priced
3PersonTarget Consumers
・A person with moderate income and education who has moderate interest in wine and limited knowledge.
・They seek inexpensive to mid-priced wines, well-known region and grape varieties.

Partners
・Sell large quantities of wine to mass-marketing retailers (supermarkets, deep discounters and convenient retailers) throw distributors or directly.

Staffs
・No need for highly specialized staff.
4Place・Any market, including Emerging market (China, Russia, Turkey).
・Supermarkets, Convenience retailers.
5PromotionAt the point of sale.
◎ Price promotion (penetration strategy)
◯ Competitions, Limited edition package, Staff Incentives

Away from the point of sale.
◎ Advertising, Social media, Web site,
◯ Reviews and Awards, Public relations, Sponsorship, Events and Festivals, Free Merchandise

2. 生産量の少ないプレミアムワイン (Low-volume, super-premium wines)

1Product・Low volume, super-premium wine.
・That’s label and bottles are often designed particular.
2Price・premium to super-premium.
3PersonTarget Consumers
・A person with high income and education who has great interest and in-depth knowledge of wine.
・They seek premium wines, lessor-known regions and grape varieties.

Partners
・There are three ways to sell premium wine: one is to outsource the sale to reputable distributors, the second is to use Broker to find buyers, and the third is to sell directly to consumers (Cellar door sales, wine clubs and online).

Staffs
・Hire and train staff who have sufficient knowledge and can provide appropriate services to customers.
4Place・Mature market (France, Germany), Established market (Italy, South Africa) and Growth market (USA, Canada).
・Specialist wine retailers, Premium supermarkets, Deep discounters and Fine dining.
5PromotionAt the point of sale.
◯ Limited edition packaging, Staff training

Away from the point of sale.
◎ Web site
◯ Reviews and Awards, Wine tourism

D2-6. Marketing

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