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Essay / Research Paper Abstract
A 15 page paper discussing the state of the global wine industry; the benefits of training employees; and current changes in wine consumption in Singapore to assess the likely outcome of training wait staff in their employers’ wine selections. There appears to be a wealth of opportunity to increase wine sales in Singapore’s restaurants, as several Singapore hotels already have discovered. Growth of wine consumption in Singapore; the great availability of southern hemisphere wines; increase in international travel; and pursuit of enhanced customer service all contribute to making training in wines worthwhile for Singapore’s restaurants. As sound and effective training usually does, restaurant owners can expect to see increased sales of wine as the result. Bibliography lists 15 sources.
Page Count:
15 pages (~225 words per page)
File: CC6_KSmktgWineSingRes.rtf
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Unformatted sample text from the term paper:
producers appear to be traveling a fine line in todays market. They seek to preserve the image that has grown up around wine aficionados, that of "higher class" and
status, with a customer base comfortable with discussing tannic properties, bouquet and possible food complements to the products. While these producers seek to
preserve the image of the wine tasting with chamber music in the background and attendees dressed in black tie attire, they also seek to attract a wider customer base.
Most people live differently than that formal, upper echelon stereotype, and producers and marketers are seeking to bring their products into the focus of the rest of us. Marketing Wines
Modernization Producers have undertaken techniques that have allowed them to speed the time from vine to retailers shelves, but the process of making
wine still is an art and requires sufficient time to arrive at the desired final result. This is a limitation of production that likely holds no promise of improvement.
It is also one of the attractions of wine. Production is a long and slow process compared to other industries, but marketers are learning that actual sales does
not have to follow the same pattern. The industry has been using the Internet to sell specialty (and therefore higher priced) wines, and suppliers to the industry have been
working to provide more cost efficient tools and supplies for use in production and packaging (Pickering Winery Supply 9). Internet sales presents a
problem in monitoring the age of the buyer, of course. Recently, the governor of Pennsylvania signed into law a measure that would allow that states residents to purchase more
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