In December 2016, the chief executive officer (CEO) of Chateau Ksara, the largest and most renowned wine producer in Lebanon, was analyzing the company’s sales volume and product availability around Lebanon. To the CEO’s surprise, a popular fine dining establishment in the city did not include any of Chateau Ksara’s wines. Frustrated, he started wondering what could have been the reasons for the omission. Was the quality of wine giving competitors an edge in selling their brands? What position did Chateau Ksara currently hold within the wine brand landscape in its own country? How could Chateau Ksara add value to, and maintain profitable relationships with, its distribution channel partners?
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