Coopers Creek and The New Zealand Wine Industry

Coopers Creek and The New Zealand Wine Industry 1. Introduction Andrew Hendry established Coopers Creek in 1982. At that time, the New Zealand environment was highly regulated. By 1984, the New Zealand government had initiated a programme of deregulation, which included devaluation of the New Zealand currency, exchange rate flotation and general anti-inflationary measures. 2. Factors contributed to the success of Coopers Creek in international markets l Marketing segmentation l Corporation with its competitors 3. Strategic Management—a way for the company to realize initial growth l Market aspect l Supply aspect 4. Changes in the company’s strategy more recently l More efforts in building the brand l More attention to the sustainable wine growing l More utilization of selling firms 5. Will these changes stand by them in the future? l A vision of future market for wine l Development strategies for Cooper Creek l Pay attention to cultures of different markets l Use IT as a source for competitive HR management References