Evaluate MontGras´ marketing strategy. Is it positioned in attractive markets/segments, or will it suffer as the industry enters a period of over-supply. To what extent can MontGras control its own market position, as opposed to being dominated by the county-of-origin effect, and the perceived as a “Chilean wine”? What implications does this have for the marketing strategy? Evaluate the US and the UK options described in the case. Which would you recommend, and why?