Swot Analysis

Bonny Doon Vineyards, a successful winery business based in Santa Cruz, California, has grown from selling 5,000 cases of wine a year in 1981 to 200,000 cases a year in 1999. To keep growing and be more profitable, the business must choose amongst three possible strategic directions. The first strategy is to start importing wines from Europe into the United States. The second alternative is branching into a retail outlet for unusual wines of great value, accompanied by a high level of service. Lastly, the business’ D.E.W.N could be expanded to include wines not made by the company itself but by other wineries that follow the same values and philosophy.

We have five classmates in our group and we went to visit the mackinaw trail winery together. The mackinaw trail winery is a small winery but have complete wine system. The overall aim of this visit was to explore how the wines and vines made in the state of Michigan. We took great interest to visit this winery because the wineries established in the twenty-first century and is also one of the fastest growing wineries in Michigan. Mackinaw Trail Winery is a family owned business that was founded in 2004. This winery Owned and operated by proprietors Ralph and Laurie Stabile. When we get there we saw many graph shelf near the building. After some formal greetings and introduction, Mr. Ralph Stabile and Laurie Stabile talk about the history of the winery. We know that Mr. Ralph have a dream to making wine so he started the conceive in 2004. At his young age, he often pressed grape with his grandfather who was a Sicilian immigrant. Ralph operated the winery until 2010 when his son Mr. Stabile took over. Dustin build a art facility in Petoskey because the winery need to redesign. The new site enabled the winery to continue growing while ensuring the production of quality products. The new winery place on 30 acres hill which is planted with 15 acres of grapes. Mackinaw Trail Winery gained some of the rewards and achievements in participating on the community development programs. The winery is become more and more Maturity and it will still growing stronger in the next decade.

1) Evaluate the structure of the global wine industry? How and why is that structure changing? What threats do these changes present for Robert Mondavi?

During the last decades, some remarkable evolutions of the global wine industry have dramatically influenced the base of the industry structure, with technological update, innovation, and new players coming in, the wine market as well as the competition within this market have come to a new dimension. In the following, we will analyze briefly the main points of this evolution and group those points into several categories. Change on the demand side ‐ Demand went down in the traditional market. There is a huge geographic shift in demand from the traditional highest-consumption countries like France, Germany, and Italy to the new markets in countries like the USA and Australia. In addition, there is

There are nearly 70 countries producing wines all around the world. These producers divide into “Old Wine” (e.g. France, Italy) and “New Wine” (e.g. U.S, Australia) (). The former has more than 1000

The wine industry was capital intensive. In addition to land and vineyards, a firm needed

When people think of French gastronomy wine is an essential component of her culture. While it remains a one of many licit joys the French indulge in, this gluttony is an important image and offering to tourist. Although parts of France greatly rely on the production and manufacturing of wine more than the actual consumption, they still rather enjoy their wine. Oenology in itself is a very interesting study and takes the appreciation of the drink to a whole new level. French wine is much like the French themselves its well-dressed, elegant, never overpowering, and well behaved. Even on the topic of Oenology the variety and quality that France provides is incredible. Two well-known regions, Rhône and Bordeaux, produce the some famous wine names such as Côtes-du-Rhône and Château d 'Yquem. The Côtes-du-Rhône is more earthy and tends to be described as rustic while Château d’Yquem is a sweeter or dry wine, and also holds the record for most expensive wine bought at 117,000$. Avoiding great detail it’s easy to say that the difference starts in the soil that makes the grapes. In a way the wine can be seen as a model for modern production and food by promoting quality and variety, in other words, an optimistic point of view for French food. France is always advancing in food and wine production therefore it is a fair assumption that they will continue to grow together.

The fragmented nature of the industry also prevented consumers from making informed purchasing decisions. Consumers lacked the knowledge and industry expertise to make informed decisions when purchasing wine. With the development of the French wine classification systems, consumers were able to begin differentiating between wine producers were using as a marketing tool. This tool also became a significant vulnerability of the Industry. Although the classification system became a marketing tool, it was also a source of restriction for the wine makers. It limited the types of grapes they could use as well as growing and production procedures which would make it hard to react to consumer

A winery should decide what to do depending on their brand and what makes sense for them in creating a memorable experience.

Taylor wines is a family owned Australian premium winery that has been the best named winery in San Francisco and in the New York international wine competitions. Since they established they have bagged many critical acclaims including many international awards with the recent 19 gold medals with the 22 wines in San Francisco and their Jaraman Shiraz which hah been named shiraz of the year recently at the New York wine competition. The total awards sum up to about 3800 medals, 47 trophies, 418 gold medals and 984 silver medals in just over 30 years. With their vision of being “Australia’s best wine company and proudly family owned” they believe that they have to work extremely hard in order to achieve financial targets and strategic goals

This paper will outline an executive summary of a marketing strategy of a new wine brand to a targeted audience that will incorporate the buyers motivation, psychographics, and demographics. A description of the overall marketing strategy will include advertising, customer relationship manager and a Public Relations campaign. Finally, a an overall strategy to position the brand against the competition will be outlined.

The buyer’s power within the wine industry varies between different places in the world. There are for example strategic differences between Europe and the “New World”. The “New World” includes countries like the US, Australia, Chile and South Africa. In Europe there is a big competition

This report will outline the reasons Generation Y have become one of the biggest growth areas for wine businesses. Generation Y includes consumers born between early 1980s to the early 2000s. Wine producers have adopted may modern methods of marketing, such as using social media and the internet to reach a far wider global market than in previous decades. Many wine businesses sell their wine online, providing free samples and recommendations to further expand their customer base. In addition to this, New World wine is being modified to suit young consumers tastes and preferances, and conforming to popular trends. Wine tourism is also becoming increasingly popular worldwide, as vineyards open in regions that had never before produced wine. The designs of wine labels are also changing to suit the younger generation 's tastes. These factors are resulting in Generation Y becoming one of the biggest growth areas for the wine industry.

Mike Benziger, general partner and founder of Benziger Family Winery. Has grown up in the wine import business by helping his father in New York City. Mike’s dream was to grow his own grapes and to make wine. After graduating college Mike and his wife Mary moved to Europe for a few years and after locating to California, where Mike took a cellar position at Stony Ridge Winery. Upon living in California Mike and Mary stumbled upon an eighty five acre plot of land that was a perfect location for grape growing (Benziger Family Winery Case). In 1981 Mike convinced the owner of the land to sell and as well to a loan from his father to purchase the land. Through the years Mike’s slowly made their way to California to help with growing. The winery employed forty nine people full-time and twenty-nine people either seasonal or part-time. The Benziger Family Winery was a medium sized winery that was producing 180,000 cases of ultra-premium wine per year, with an annual revenue of about $15 million. Super-premiums wines accounted for 60% of case volume, ultra-premium accounted for 30% and the high-end premium wines accounted for 10%. The Benziger Winery was about to launch a new brand called “Tribute” made from grapes in their vineyards. Currently, Benziger exports 10% of their total case volume, and are targeting a long-term goal of 20% in the future (Benziger Family Winery Case).

The importance of wine and wine making for religious matters was growing together with the rise of Catholicism. The church was also responsible for making and perfecting wine in Champagne and Burgundy region. The famous French Revolution was causing the making of low quality wine increased. One of the factor to be believed was because many of the French vignerons don’t have enough knowledge to make high quality wine. French wine reach their golden age in the middle of 19th century. In 1855 Bordeaux got its classification and become of the world’s most famous