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A Votre' Sonte Case Analysis

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A Votre Santé Case Analysis

Nic Bekkers

Marketing 611
Dr. Rachel Yon
10 October 2014

Executive Summary A Votre Santé (AVS) is a family owned vineyard and winery in the Napa Valley California Area. The small independent winery, owned by Kay Aproveche, was started as an extension of the family’s grape growing business. A Votre Santé processed generic white grapes and chardonnay grapes into three types of wine: regular Chardonnay ($16), Chardonnay-Estate ($22), and a Blanc de Blanc ($11). In 2010, and 11.1% profit margin was earned on sales of $848,000. Kay was concerned the 2010 profit margin had declined from the 14% profit margin in 2009. Contribution, decision, and product profitability analyses were performed to better help …show more content…

The oak barrels were fairly expensive at an average price of $500 per barrel, but they were resold after four years at a price of $200 per barrel. Each barrel yielded around forty cases of wine. Kay mentioned the barrels had been used for four years therefore new barrels had to be purchased for the 2009 harvest. On the other hand, the generic white grape juice was fermented in steel holding tanks rather than the barrels. The steel tanks produced 2,000 cases of wine per tank. From start to finish, the process of making wine took about eleven months. A Votre Santé bottled three types of wines. Chardonnay-Estate was their finest wine which sold a price of $22 per bottle. The fine wine contained Chardonnay grapes only. AVS sold about 24,000 bottles of Chardonnay-Estate annually. The second and a little less prestigious wine was their regular Chardonnay. This wine contained what was left over from the Chardonnay-Estate blended with the fermented generic grape wine. AVS sold their regular Chardonnay at $16 a bottle. The most basic wine, Blanc de Blanc, was made from all the remaining generic white grapes. Blanc de Blanc sold for an average price of $11 per bottle. A Votre Santé bottled all three of their wines on the same bottling line. They bottled enough of their premium wine, Chardonnay-Estate, to meet sales projections. They bottled regular

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