BizSugar.com › Management › How the Concept of Customer Satisfaction is Currently Applied in the Australian Wine Industry

With the combination of a wine glut, major industry rationalization, and global acquisition of Australian vineyard assets; the AWI finds itself heavily fragmented; unprofitable, except for three major players; with those three majors holding the majority of domestic and export market share. The bulk of the industry is forced to compete aggressively for the very small remaing share of the market, which is further pressurizing producers, who are being forced to export, or shut down. Unless the industry moves from a sales to a quality focus, attrition rates may remain at unacceptably high levels. Even with these pressures, the industry is growing in producer terms, exasperating the situation still further.