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WINES MADE TO ORDER
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SCHENK's strategy is to direct
every activity towards completely satisfying the requirements and needs of the clients - both trade and consumer.
To reach this goal, SCHENK manages in a competitive manner 4 main strategic fields : > Quality > Innovation > Service to trade > Costs In addition, SCHENK rigorously segments its vast portfolio of products and activities. |
| While the trend towards wines made to order and “exclusive”ranges earn the buyer extra brownie points, it is interesting to see how a new breedof modern merchant has emerged as a result. Of some 3000 wine and spirit companies, less than ten are considered to be truly geared to responding to the needs (or rather demands) of the multiple retailers. It is not all about product - they have to understand the importance of logistics, operations, consistency, volume, packaging, promotion, consumer research and the retailer’s obsession with pricepoints. Harper’s Editorial of 28 November 1997 on a new series on “Wines made to order” with a profile of the SCHENK Group. |
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