Case | HBS Case Collection | November 2002 (Revised November 2005)

MontGras: Export Strategy for a Chilean Winery

by David J. Arnold, Howard H. Stevenson and Alexandra de Royere


MontGras, a medium-sized Chilean winery, has to formulate an export strategy. It has to decide whether to emphasize the U.S. or U.K. markets, which also offer different positioning and pricing proposals. It has twice failed to penetrate the U.S. market because distributor relationships fell through and is deciding between two new potential partners. In the United Kingdom, it is offered participation in a supermarket promotion that will boost volumes, but at the expense of price maintenance. Includes color exhibits.

Keywords: Decision Choices and Conditions; Cost Management; Global Strategy; Growth and Development Strategy; Marketing Strategy; Product Positioning; Business and Stakeholder Relations; Business Strategy; Valuation;


Arnold, David J., Howard H. Stevenson, and Alexandra de Royere. "MontGras: Export Strategy for a Chilean Winery." Harvard Business School Case 503-044, November 2002. (Revised November 2005.)