Australian Wine Case Study

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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…show more content…
Due to this, the wineries which were mostly family operated and were financially in support of other streams of income. They took support of the limited channels like the cellar door, mail order etc. to sell their premium wines. While as the larger firms used a variety of brands, obtained high volume distribution channels via liquor stores and other retail outlets like the supermarkets. Since the consumer behavior was heavily influenced by buying labels, these retail supermarkets were in the position to sell the premium wines at a discounted price. In addition to this there were many other external factors that was impacting the industries growth. In spite of people showing willingness to support the domestic wine industry the Australian dollar rose against most other currencies during the global financial crises of 2008-09 and caused a huge price movement. Also, due to the fair trade, cheaper transport costs and increased interest in international products, wine was becoming internationally available. But this was easier for those bigger firms who had ventured into international markets by investing into their local economies, which made things much simpler for the bigger sharks and harder for the small family operated wineries. But the situation wasn’t that bad back in 1969, when Bill Taylor and sons purchased 178 ha of land in
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