WINE 7003 - Australian Wine in the Asian Century
North Terrace Campus - Trimester 2 - 2016
General Course Information
Course Code WINE 7003 Course Australian Wine in the Asian Century Coordinating Unit Business School Term Trimester 2 Level Postgraduate Coursework Location/s North Terrace Campus Units 3 Available for Study Abroad and Exchange Y Prerequisites MARKETNG 7005 OR MARKETNG 7104 Course Description 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.
Course Coordinator: Mr Paul van der Lee
Lecturer: Paul van der Lee
Location: 10 Pulteney Street, Nexus Building (Room 1019)
Course website: www.myuni.adelaide.edu.au
Paul van der Lee has more than 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). He is currently a member of the Advisory Board for the University of Adelaide Wine Future research network.
The full timetable of all activities for this course can be accessed from Course Planner.
Week Date Weekly Topic
VENUE all sessions
Room 9.01, Level 9 of NEXUS 10 building
1 24 May 2016 Course introduction
1. Rise of Asian economies
2. Wine in Asia
Data sources, case study methodology
2 31 May 2016 3. Future wine potential in Asian markets
4. High income Asian markets
5. Frontier Asian markets
5 20 June 2016 Assignment due 5 21 June 2016 6. Largest Asian wine market - China
7. China wine market future development scenarios
6 28 June 2016 Workshopping topics 4,5,6,7 7 5 July 8. Australian current performance
9. Future opportunity for Australian wine (markets)
10. Future opportunity for Australian wine (route to market)
8 12 July 11. Future opportunity (capability requirements)
12. Strategies and business models
13. Exam briefing
11 2 August Exam 9am 2.8.16
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 that match the differing capabilities of individual Australian wine businesses.
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) Deep discipline knowledge
- informed and infused by cutting edge research, scaffolded throughout their program of studies
- acquired from personal interaction with research active educators, from year 1
- accredited or validated against national or international standards (for relevant programs)
1, 4 Critical thinking and problem solving
- steeped in research methods and rigor
- based on empirical evidence and the scientific approach to knowledge development
- demonstrated through appropriate and relevant assessment
1, 3, 4, 5 Teamwork and communication skills
- developed from, with, and via the SGDE
- honed through assessment and practice throughout the program of studies
- encouraged and valued in all aspects of learning
1 Career and leadership readiness
- technology savvy
- professional and, where relevant, fully accredited
- forward thinking and well informed
- tested and validated by work based experiences
4 Intercultural and ethical competency
- adept at operating in other cultures
- comfortable with different nationalities and social contexts
- able to determine and contribute to desirable social outcomes
- demonstrated by study abroad or with an understanding of indigenous knowledges
2 Self-awareness and emotional intelligence
- a capacity for self-reflection and a willingness to engage in self-appraisal
- open to objective and constructive feedback from supervisors and peers
- able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
1, 2, 3, 4, 5
Required ResourcesThis 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.
Lecture presentations and case study results will be recorded and made available through Myuni.
Recommended ResourcesThe 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, University of Adelaide Press, Adelaide, Australia.
Kym Anderson & Glyn Wittwer, April 2015, Asia's Evolving Role in Global Wine Markets, Working Paper No.0114, Wine Economics Research Centre, University of Adelaide, www.adelaide.edu.au/wine-econ
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 LearningLectures, case study exercises and case study results can be accessed online through Myuni as an alternative to on campus attendance.
However participation in a full day workshop, scheduled for Tuesday 26th June, is essential small group learning and is assessable.
All students are strongly encouraged to attend the workshop on campus.
For those externally enrolled students unable to attend on campus, participation in the full day workshop sessions is required via online steaming arrangements to be advised.
Assignments are submitted via the MyUni website and the exam is available online.
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 ModesThis course is taught through 6 intensive full day sessions, comprising a mix of lecture presentations, small group tasks, and case study exercises.
Students are also expected to complete the required readings. See section 1.3 for lecture topic details.
The reading list and discussion questions for each topic will be provided via Myuni at the commencement of the course.
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies.
This means that, for this course, you are expected to commit approximately 9 hours to private study, that is, study outside of your
Students in this course are expected to either attend or access online all lectures, case study presentations and
exercises delivered over the 6 full days scheduled through the semester; attend the all day small group learning workshop scheduled for 28th June; and complete the assignments and exam.
Learning Activities SummaryTopic 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
Small Group Discovery ExperienceThe full day workshop on 28th June is designed specifically as a small group learning format for discussion and problem solving of case studies addressing topics 4,5,6, and 7.
Small group format will also be utilised for research and analysis exercises during class sessions.
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 Weighting Due Date Learning Outcomes Intensive sessions active participation 10% 1,2,3,4,5 Workshop sessions group tasks 10% 28.6.16 1,2,3 Assignment Essay 30% 10 am
1 Examination 50% 9 am
2 August 2016
Assessment Related RequirementsWorkshop
Participation in the full day workshop is an essential component of the course and is assessible for each student's contribution to group tasks.
Externally enrolled students who are unable to attend on campus for the workshop will be required to participate through an online presence, arrangements to be advised.
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.
Open book exam, available online.
Assessment DetailTUTORIAL (Workshop) PARTICIPATION
Marks will be awarded for workshop active participation and for contribution to workshop group tasks. Students are expected to prepare for workshop classes by completing any assigned reading prior to the class and preparing for the discussion topic and or questions provided on Myuni for the workshop.
Individual Assignment Weight: 30%
Due Date: 10 am Monday 20th of June
Word Limit: 2500 words approximately excluding reference listing.
Method of Submission: you are required to submit this assignment along with a business school cover sheet via MyUni for this course no later than the due date and time.
Wine company case study to be analysed, question to be posted on MyUni.
The course will conclude with a 2.5 hour examination held approximately 2 weeks after the final scheduled session, date to be advised.
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.
SubmissionAll assignments should be submitted via Myuni and accompanied by a Business School cover sheet.
Students should retain a copy of all assignments submitted.
Correct referencing is important for identifying the ideas and arguments you present along with any direct quotes you use. It helps to avoid plagiarism and demonstrates that you have thoroughly researched your assignment. The Harvard Referencing System is usually used in the Business School. Guidelines for this system and examples of correct referencing can be found in the Business School Study Skills Guide listed under recommended resources in this guide.
Studentsare expected to submit assignments by the due date in order to maintainequity. Extensions can only be given for medical or other serious reasons and must be requested before the due date. These requests must be accompanied by appropriatedocumentation such as a medical certificate and will be granted on a case by case basis. Late
assignments without prior arrangement will be penalised by a 5% reduction for each day that it is late.
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 Access Adelaide.
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.
- Academic Support with Maths
- Academic Support with writing and speaking skills
- Student Life Counselling Support - Personal counselling for issues affecting study
- International Student Support
- AUU Student Care - Advocacy, confidential counselling, welfare support and advice
- Students with a Disability - Alternative academic arrangements
- Reasonable Adjustments to Teaching & Assessment for Students with a Disability Policy
- LinkedIn Learning
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
- Academic Credit Arrangement Policy
- Academic Honesty Policy
- Academic Progress by Coursework Students Policy
- Assessment for Coursework Programs
- Copyright Compliance Policy
- Coursework Academic Programs Policy
- Elder Conservatorium of Music Noise Management Plan
- Intellectual Property Policy
- IT Acceptable Use and Security Policy
- Modified Arrangements for Coursework Assessment
- Student Experience of Learning and Teaching Policy
- Student Grievance Resolution Process
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’s disciplinary procedures.
The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.