Reference no: EM133396255

Case study: Pillitteri Estates Winery
Product: ice wine
Pillitteri Estates Winery, in Ontario's Niagara-on-the-Lake, officially opened in 1993, producing 4,300 cases of wine a year and progressively winning awards in Canada and abroad.
The family's 170 acres of vineyards and 130 acres of grapes from other Ontario growers support a winemaking capacity that now stands at 125,000 cases a year. The winery has 65 full-time employees and plans to expand to 70 in the next two years.
The award-winning icewine is exported to 35 countries in Asia, Europe, the Americas and Australia.
Canada's free trade agreements have helped open doors for the winery to new international markets.
The Canada-Korea Free Trade Agreement was the most beneficial trade deal for Pillitteri Estates Winery. Slingerland said icewine sales to Korea rose by around 400% after the trade deal entered into force in 2015.
""It's huge for us to be able to move that much and have the market opened up." Slingerland said."

The new Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) will also make it easier and cheaper for the winery to export to the Asia-Pacific region as tariffs on icewine are eliminated.
The Asia-Pacific agreement brought a large wave of new business opportunities to the winery, as well as inquires from new markets, such as Vietnam. The winery now has much greater access to Vietnam and other CPTPP countries, which is helping it expand into new markets for long-term business.
Slingerland also credits the Canadian Trade Commissioner Service for helping the winery export to new markets.
Today, those types of connections are putting Canada's Versace of icewines on the menu in homes and restaurants across new markets.

Questions: Refer to the this case study.

a) Explain the main types of market intelligence, and the difference between tacit and explicit knowledge in the case of Pillitteri Estates Winery's export to Vietnam.

b) Discuss the legal and ethical practices of collecting competitive intelligence that Pillitteri Estates Winery should follow, and explain counter-intelligence for Pillitteri Estates Winery.

c) Explain the purpose of a literature review for your research to export to Vietnam. Explain the three research designs, and which one you will use for this research