WINE 7003 - Australian Wine in the Asian Century

North Terrace Campus - Trimester 3 - 2014

As the world economic centre of gravity shifts towards Asia, the accompanying rapid urbanisation and the growth of the Asian countries middle classes is driving demand growth for premium and luxury products and services. Wine consumption and sales in Asian markets have been stimulated by this trend and the Australian wine industry has benefitted as Asian markets have increased their destination share of Australian wine exports - particularly for higher value segments - with prospects for further growth. However there are formidable challenges for Australian wine businesses in securing a greater share of this increasing demand against global wine competitors and even local producers in some markets. As well there are substantial differences between the wine demand growth potential and of the market structure and business culture of individual Asian markets. Whilst wine export prospects will be dominated by wine consumption in China, other emerging wine markets such as Thailand, Vietnam, Indonesia and India will join more established wine markets such as Singapore, Japan and South Korea as Asian target markets offering export growth potential. This course focuses on the potential of these markets and provides an understanding of market opportunities as well as barriers to success. This includes analysis of economic drivers and wine market structures and wine consumption behaviours. Market entry strategy options and understanding of differing distribution and retail systems are explored. The course also provides insights to cross cultural issues and business to business relationship strategies in an Asian context. There is an emphasis throughout on the objective of Asian wine business relationships and outcomes that will contribute to the sustainable profitability of the Australian wine industry and individual wine businesses, distinguishing this from opportunistic trading for short term wine export sales results.

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Course Details

Course Code	WINE 7003
Course	Australian Wine in the Asian Century
Coordinating Unit	Adelaide Business School
Term	Trimester 3
Level	Postgraduate Coursework
Location/s	North Terrace Campus
Units	3
Available for Study Abroad and Exchange	Y
Prerequisites	MARKETNG 7005

Course Staff

Course Coordinator: Mr Paul van der Lee

Lecturer: Paul van der Lee

Location: 10 Pulteney Street, Nexus Building (Room 1020)

Email: paul.vanderlee@adelaide.edu.au

Course website: www.myuni.adelaide.edu.au

Paul van der Lee has 20 years experience in the Australian wine industry, spanning commercial and industry organisation roles, including hands on sales and business development responsibilities for 20 export markets.

Paul has worked in the wine sector as chief executive for a medium-scale winery; as an independent wine business strategy consultant; as a senior economics and policy analyst for the Winemakers’ Federation of Australia; as an export business development manager for the South Australian Wine Industry Association; and as a Board member of the Australian Grape and Wine Authority (formerly Wine Australia Corporation).

In these roles he has:

Coordinated distribution and marketing of Australian wine brands in export markets
Researched factors impacting the wine value chain and commissioned market research into issues such as regional branding and the China market
Led the development of three major wine sector strategic initiatives – Strategy 2025 (1996), The Marketing Decade (2000) and the Wine Restructuring Action Agenda (2010)
Developed the programs for the national Wine Marketing Conference (1999-2005) and Wine Industry Outlook Conference (2010 and 2012)
Developed and presented WineSkills workshops that enhanced the business capability of small wine businesses
Undertaken consultancy as a wine marketing expert witness and for due diligence of wine business acquisitions

His qualifications include degrees in economics BEc (Hons), in politics (BA) and in marketing (BBus), and in 2012 he graduated from the Australian Company Directors Course (order of merit).

Course Timetable

The full timetable of all activities for this course can be accessed from .

Week	Date	Weekly Topic
1	10 September 2014	Lecture 1 Rise of Asian economies as a driver of demand growth for premium food and wine
2	17 September 2014	Lecture 2 Wine in Asia – cultural relevance, consumption, production, trade. Consumer wine preferences in Asian markets - taste versus prestige.
3	24 September 2014	Lecture 3 Future wine potential in Asian markets Lecture 4 High income Asian markets – Singapore, Japan, South Korea
4	1 October 2014	Lecture 5 Frontier Asian wine markets – Indonesia, Thailand, India, Vietnam
5	8 October 2014 11- 12 October 2014	No lecture, preparation for weekend workshop Workshop 1, wine market potential topics, small group learning
6	15 October 2014	Lecture 6 China - the largest Asian wine market Lecture 7 China wine market – future development scenarios
7	22 October 2014	Lecture 8 Australian current performance as a wine supplier to Asian wine markets
8	29 October 2014	Lecture 9 Future opportunity for Australian wine – Asian market access and route to market Lecture10 Future opportunity for Australian wine – Asian market selection
9	5 November 2014	No lecture, workshop topics preparation
10	12 November 2014 15 -16 November 2014	Lecture 11 Future opportunity for Australian wine – business capability requirements for Asian markets Workshop 2, Australian wine performance and prospects in Asian markets topics, small group learning
11	26November 2014	Lecture 12 Strategies and business models for Australian wine success
12	3 December 2014	Lecture13 Revision and exam briefing
13	TBA December 2014	Exam

Course Learning Outcomes

On successful completion students will be able to:

1. Evaluate Asian wine markets to determine their differential wine demand growth potential and high value import sales opportunities.

2. Understand the influence of cross cultural issues and how these influence the success of business to business relationship strategies for Australian wine businesses and partners in Asian wine markets.

3. Identify and analyse the economic, market structure, consumer, competitor and Government policy factors that will shape the future of the China wine market.

4. Determine the Asian wine markets that best match the sustainable profitability objective for the Australian wine industry, and for an individual Australian wine business.

5. Plan and specify market entry and business development strategies that uniquely address the specific trade, consumer and structural parameters of each Asian wine market.

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

University Graduate Attribute	Course Learning Outcome(s)
Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised.	1, 3, 4, 5
The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner.	1,3, 4
An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems.	5
A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life.	3
A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community.	2, 4
An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities.	2

Learning Resources

Required Resources

This course has no text book, required readings for each topic will be provided to students through the Course Content section for this course in MyUni.

Lectures will be recorded and made available through Myuni.

Recommended Resources

The Business School Communication Skills Guide provides important information on assignment and referencing expectations. https://business.adelaide.edu.au/documents/CSG_business_Web_final.pdf

Australian Government, 2012, Australia in The Asian Century

Winefacts Database (2014), Australian Grape and Wine Authority (formerly Wine Australia Corporation), (accessible through the University’s library website).

Anderson & Nelgen, 2011, Global Wine Markets, 1961 to 2009: A Statistical Compendium, 成人大片 Press, Adelaide, Australia.

Winemakers’ Federation of Australia, 2000, The Marketing Decade: Setting the Australian Wine Marketing Agenda 2000 – 2010, Adelaide

Australian Wine and Brandy Corporation (AWBC) and Winemakers Federation of Australia (WFA), 2007, Wine Australia: Directions to 2025: An Industry Strategy for Sustainable Success, Adelaide.

Winemakers’ Federation of Australia, 2013, WINE INDUSTRY REPORT, Expert Report on the Profitability & Dynamics of the Australian Wine Industry, Adelaide.

Goodman Steve, 2012, Principles of Wine Marketing, Winetitles, Adelaide

Online Learning

Lectures can be accessed online through Myuni as an alternative to on campus attendance.

Participation in two weekend workshops is the tutorial component of the course and is essential, due to the intensive nature of small group learning involved in the workshops and the significant contribution of workshop participation to student assessment. Live streaming of the workshops will be offered for those external students who are unable to attend the workshops in person.

Any additional course materials will be provided through Myuni.

Students are expected to read all course-related announcements posted on the course website and to utilise the discussion boards where appropriate.
Learning & Teaching Activities

Learning & Teaching Modes

This course is taught through 13 lectures and 2 intensive weekend workshops.

The lectures are available on campus in real time or as recordings in Myuni.

The workshops are designed as small group analysis of a topic or as problem solving tasks.

Students are also expected to complete the required readings. Refer to Learning Activities Summary section for lecture topic details. Reading list references will be detailed in the Course Content section of Myuni.

Workload

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

The formal contact time commitment for this course comprises 20 hours of lectures and 26 hours of workshops as an intensive small group alternative to tutorials.
The 13 one hour lectures will be scheduled over 10 occasions as set out in the timetable.
The two weekend two day workshops (4 days @ 6.5 hours) will be scheduled as set out in the timetable.
External students can access lecture recordings via Myuni as an alternative to lecture attendance.
External students unable to travel to Adaelaide for the workshops can participate through live streaming arrangements.
In addition to these contact hours students are required to undertake private study encompassing the course readings, researching and writing assignments, study and exam preparation to make up the balance of the 156 hour minimum workload for this course.

Learning Activities Summary

Topic 1 Rise of Asian economies as a driver of demand growth for premium wine

Discussion Question: What are the drivers of increasing wine demand in Asian markets? How is Asian demand changing the global wine market?

Topic 2 Wine in Asia – cultural relevance, consumption, production, trade. Consumer wine preferences – prestige versus taste.

Discussion Question: How different are consumer preferences and consumption behaviours in Asian markets? Is the perceived luxury status of wine the primary determinant of consumer behaviour?

Topic 3. Future wine potential in Asian markets.

Discussion Question: How much growth in wine demand is likely and how will this vary between markets? What proportion of this growth will be for high value wines?

Topic 4. High income Asian wine markets – Singapore, Japan, South Korea.

Discussion Question: Compare the wine demand growth prospects across the three markets from both a volume and a value perspective.

Topic 5. Frontier Asian markets – Thailand, Vietnam, Indonesia and India

Discussion Question: Compare the wine demand growth prospects across the four markets from both a volume and a value perspective. Discuss the risk profile of each market and how that might impact on its attractiveness as an export market for a small wine business.

Topic 6 Largest Asian wine market - China

Discussion Question: What are the growth drivers for the China wine market and are any of these drivers unique to this market? What are the implications for importers of the China wine market distribution structure and sales channel configuration?

Topic 7 China wine market – future development scenarios

Discussion Question: What strategies might local wine producers adopt to challenge the dominance of imports in the market for higher value wines? What role might provincial and central Chinese Governments play in the future development of the China wine market?

Topic 8 Australian current performance as a wine supplier to Asian markets

Discussion Question: How well has Australia performed relative to other origin country competitors in Asian wine markets?

Topic 9 Future opportunity for Australian wine – Asian market access and route to market

Discussion Question: To what extent do market access restrictions detract from the market growth potential for each market? Which route to market options are best suited to Asian markets, or is the choice specific to each market?



Topic 10 Future opportunity for Australian wine – Asian market selection

Discussion Question: Which Asian markets offer the best sustainable profit opportunity for Australian wine in the short term (3 years)? To what extent would a 10 year time horizon change the market selections?

Topic 11 Future opportunity for Australian wine – capability requirements for Asian market, especially business culture issues

Discussion Question: What are the Australian wine business capabilities/competencies that are necessary for success in capitalising on Asian wine market opportunities?

Topic 12 Strategies and business models for Australian wine success in Asian wine markets

Discussion Question: What business models and strategies for Australian wine businesses are most conducive to success in Asian wine markets?

Topic 13 Revision and exam briefing

The University's policy on Assessment for Coursework Programs is based on the following four principles:

Assessment must encourage and reinforce learning.
Assessment must enable robust and fair judgements about student performance.
Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
Assessment must maintain academic standards.

Assessment Summary

Summary of assessment requirements.

Assessment task	Task type	Due	Weighting	Learning outcome
Workshop participation	formative	as scheduled	10%	1, 2, 3, 4, 5
Workshop group tasks	group	as scheduled	10%	3, 4, 5
Assignment 1 Four short answer questions 1000 words.	formative	9am Wednesday 15th October	10%	1, 3, 4
Assignment 2 Essay 2,500 words.	formative	9am Wednesday 12th November	20%	3, 4
Examination open book	formative	TBA December	50%	1, 2, 3, 4, 5

Assessment Related Requirements

Participation in the two weekend workshops is the tutorial component of the course and is essential due to the intensive nature of small group learning involved in the workshops and because the workshop participation is a component of the course assessment.
External students are encouraged to attend the workshops to benefit from a richer learning experience but for those unable to travel to Adelaide, participation via online streaming is available.

Assessment Detail

TUTORIAL (Workshops) PARTICIPATION

Marks will be awarded for workshop participation and for contribution to workshop group projects. Students are expected to prepare for workshop classes by completing the assigned reading prior to the class and preparing for the discussion topic and or questions provided on Myuni for that workshop.

ASSIGNMENT 1

Individual Assignment

Weight: 10%

Due Date: 9 am Wednesday 15th of October

Word Limit: 1000 words approximately, but no penalty for exceeding the word limit.

Method of Submission: you are required to email this assignment along with a business school cover sheet to the lecturer no later than the due date and time.

This assignment is made up of several short answer questions.

Short answers in dot point style for each question should only require approximately 250 words.

One summary bibliography for all 4 questions is required.

Q1. What are the drivers of increasing wine demand in Asian markets?

Q2. Compare the 5 year wine demand growth prospects in the markets of Japan, Singapore and South Korea from both a volume and a value perspective.

Q3. Compare the relative attractiveness of the wine markets of Thailand, Indonesia, Vietnam, and India for a small Australian exporter of high priced wine. (Assume high priced is A$100 FOB or more per case)

Q4. Which one of the above 7 markets provides the best export opportunity? Give reasons for your choice.

In order to support your argument you are required to utilise a wide range of wine industry references which should include sources beyond the course readings.

ASSIGNMENT 2

Individual Assignment

Weight: 20%

Due Date: 9 am Wednesday 12th November

Word Limit: 2500 words

Method of Submission: you are required to email this assignment along with a business school cover sheet to the lecturer no later than the due date and time.

Evaluate the factors shaping the future of the China wine market and discuss how these influences could impact Australian wine’s competitiveness and its export growth ambitions. (Note that “export growth ambitions” has two dimensions - sales volume and profitability of those sales.)

In order to support your argument you are required to access a range of both academic and industry reference sources beyond the course readings.

EXAMINATION

The course will conclude with a 2 hour examination held during the university examination period, TBA. The exam will be available online for external students.

This exam will be open book and will cover every topic in the course - content from all lecture materials and course readings is examinable.

To gain a pass for this course a mark of 50% must be obtained on the final examination as well as a total of 50% overall.

Submission

Assignments are to be submitted by email with the Business School coversheet by the due time and date.
Extensions will be granted on medical grounds with a medical certificate.
Penalty for late submission is 5% mark reduction per day.

Course Grading

Grades for your performance in this course will be awarded in accordance with the following scheme:

M10 (Coursework Mark Scheme)
Grade	Mark	Description
FNS		Fail No Submission
F	1-49	Fail
P	50-64	Pass
C	65-74	Credit
D	75-84	Distinction
HD	85-100	High Distinction
CN		Continuing
NFE		No Formal Examination
RP		Result Pending

Further details of the grades/results can be obtained from Examinations.

Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

Final results for this course will be made available through .

Student Feedback

The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student鈥檚 disciplinary procedures.

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