Value Chain And Competitive Forces Models

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.

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

* Outbound logistics- During this step Target’s managers should make sure the received products are correct and ready to be stocked on the shelves for the consumers (Riley, 2012).

Vincor does market wine alternatives itself, as a way of dealing with substitute demand. Vincor makes cider and has a wine kit business division (Spagnols) that gives Vincor some product diversification. Partly because of the ease of competition and as part of the differentiation and protection of the Canadian wine industry, Vintners Quality Alliance (VQA), a quality assurance program that identifies Canadian premium grape content, assists in making start-up more difficult for those wishing to emulate Canadian wine brands. The dollars spent on marketing and brand loyalty play a large part in protecting market share and there are certain absolute cost advantages that contribute to establishing some barriers to new competition. Ultimately, there is little cost to the consumer when considering switching brands. Experimentation in wine drinking is often a characteristic of the wine drinking market and thus can contribute to promoting new substitute entry into the market.

A value chain is an essential model for businesses that are trying to gain a competitive edge over their respective counterparts. “The purpose of the value chain is to sequentially link interdependent operational activities that create a value that exceeds the cost of producing or providing a product or service; thus creating a profit margin” (Porter, 1998). In order to measure and further develop the implemented value procedure, a value analysis should be conducted on the chain or system in place; solidifying it’s viability and potential profit growth. This methodology is not only recommended for profit-based businesses, but the same principle can be applied to a non-profit company.

As per Ian Ruskin Brown and Greg Clark “ Marketing mix is the term used explaining the different elements comprising the offer that the different companies makes to their customers”. (Brown and Clarke, 2000:44). E.Jerome McCarthy in early 1960s came up with the four Ps in the marketing mix. According to him these 4ps are “ Product, price, place and promotion”.( McCarthy and Shapiro 1975: 35). Refer Appendix I for the pictorial representation. But the view of Richard Sandhusen is that the four marketing mixes should be ‘price, product, promotion and distribution’ (Sadhusen, 2000:319). According to Steven Stralser ‘in order to create a marketing strategy and plan that touch all the areas of marketing to position a product, maximise revenue etc a few more components have to be considered which are, Marketing segmentation, Marketing Strategy, Marketing research , Pricing, placement and value chain.’(Stralser,

Outbound logistics refers to physical distribution activities such as collecting, storing, and distributing products to buyers and involves (finished goods) warehousing, materials handling, network planning and management, order processing, and

Producer to state-licensed wholesaler, state-licensed wholesaler to a state-licensed retailer, and state-licensed retailer is the only one allowed to sell directly to the consumer.

The marketing mix is a combination of 4 P’s (product, price, place and promotion) that should be used in conjunction with each other to ensure a competitive edge over other companies. ‘The marketing mix is designed to produce mutually satisfying exchanges with a target market’.

This industry has seen very limited growth since 1986. Based on Exhibit 4 (C-271, the total wine consumption in the US) and Exhibit 5 (C-271, per capita wine consumption in the US) the wine industry is in the maturity stage. It could

As we see from the table the price varies from $3 to over $25 that is the price range available to different kind of target market to fans to enthusiasts of the wine, the advantage that Mondavi Corporation can compete in all of them. Another fact that we see from he table is that Mondavi offers a variety of different brands; this as well helps to attract and interest a wider target market share. As we know form the case is that Mondavi wines are pushing its way on to the shelves around the world so the place a customer can get the Mondavi production is increasing through the partnerships with world partners. What is seems to be lacking is the promotion, the idea that the best promotion is the words of satisfied customer

Compare the other retailers, logistics is an essential problem in e-commerce and e-business. Over country shipping and one-day shipping are more and more popular in the past years, like Amazon one day shipping, Amazon fresh keeps food in a good condition and deliver in a specific time. Retail leaders Amazon started same-day deliveries and drone shipping careers in 2015, but it hasn't expanded to all industry. The customer's satisfaction degree is closely connected with delivery ability, which makes the logistic problem more important.

The four P’s of a marketing mix are as follows, product, price, place, and promotion. Each of these offers a marketing parameter for the management and company team to control. With each marketing tool there are decisions that should be met as far as the business is concerned. Therefore, there is a list for each one that should be analyzed to meet the business standards.

The reason being is because the wine industry has changed significantly over the past twenty years. The

Forward logistics (or conventional logistics) is the regular distribution channel followed by the manufactures from time immemorial. Forward logistics concentrates on the products (goods or services) reaching the consumer end and deals with the line of flow from the manufacturer’s end to the consumer’s end. It deals with the very essence of Supply Chain Management and logistical activities of an organization. It has a significant impact on the primary operations carried out, which act as the basic revenue generating aspect of a business. In this logistical system, the flow is a “one-to-many” type and the forecasting or traceability is quite simple.