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Master Thesis

Audit commercial du Domaine Cottebrune : comprendre les raisons des difficultés commerciales et trouver des solutions pour y remédier

Abstract : Domaine Cottebrune is one of the four properties owned by Pierre Gaillard, a renowned winemaker from the North of the Rhône Valley. His the success of the fame of his initial region that permitted him to invest in Domaine Cottebrune in Faugères. Commercial success in viticulture is deeply dependent on the region to which the estate is attached. Pierre Gaillard is a witness to this because of his domain in the North of the Rhône Valley is commercially successful mainwhile his domain of faugères has estimated stocks of around 24 months which complicate the management of the domain. The purpose of this study is to understand the reasons leading to this problem and also to respond to it through concrete actions. First of all, a marketing mix was carried out through the components: product, price, communication and distribution. The first part was treated in the form of a sensory analysis and revealed a quality consistent with the wines of the appellation. The second section showed prices in line with those of Faugères wines. The communication component highlighted a lack of referencing on the internet and in specialized journals. Actions have been put in place to increase communication. The last part demonstrated the need to find new markets. At the same time, benchmarking on other wineries of the appellation was carried out in order to be inspired by their commercial strategies. Then, a wine tourism study revealed insufficient potential to try to develop direct sales.
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Master Thesis
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https://dumas.ccsd.cnrs.fr/dumas-03174453
Contributor : Montpellier Supagro <>
Submitted on : Friday, March 19, 2021 - 11:11:05 AM
Last modification on : Wednesday, April 28, 2021 - 3:38:33 AM

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2020_MVV_Broto.pdf
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  • HAL Id : dumas-03174453, version 1

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Mathilde Broto. Audit commercial du Domaine Cottebrune : comprendre les raisons des difficultés commerciales et trouver des solutions pour y remédier. Agronomie. 2020. ⟨dumas-03174453⟩

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