A list of four potential international markets was first developed based on the market size and the amount of wine consumed per capita. Canada, Germany, China and Chile were seen as having high potential for Carrick to export to. These countries were individually evaluated by looking at the major risks and opportunities of exporting to each potential market. After intensive research into each market Canada was selected. As the most attractive market Canada has the attributes that suit Carrick product and there is a gap in the market at the Premium end that Carrick will be able to target. British Columbia, Alberta, Ontario and Quebec were selected as the target markets within Canada that provide the most attractive opportunities. These

The first task when looking to expand into new Pinot Noir export markets was to develop a list of potential countries that should be investigated to discover their potential as viable Pinot Noir markets. From brief desk research ten countries were initially chosen as possibilities. These were: Canada, Germany, Chile, China, Austria, Netherlands, Switzerland, South Africa, Italy and France. These countries were basically selected by looking at the market size and the amount of wine consumed per capita. After further analysis it was decided that six of these countries should be eliminated and only four countries should be chosen for in-depth research.

Should Carrick decide to enter this market it is recommended that Vancouver (in BC) be the first point of entry since the consumers in this market are particularly predisposed to Carricks product. So too, this market also exhibited degrees of education and wealth that would be necessary for purchasing high quality wine. In penetrating the remainder of the Canadian market, this report also recommended that Carricks implement a stages approach, which would be tempered with a contingency approach.

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