Vision, Goals, Values

1775 Words Dec 9th, 2014 8 Pages
1. Strategy - Vision, Goals, Values

Vision
A Plus Company will be the first winery to produce real organic red wine by providing no additive- and preservative-free-“Pureissimo” in California State. A Plus will sell real organic red wines in California and export into Chinese market, and build reputation for “Pureissimo”.
Value
A Plus will provide healthy red wines, which are no additive- and preservative-free. The red wines will taste more pure than regular red wines that with chemical flavor.
A glass of red wine a day keeps the doctor away. In 1992, Harvard researchers suggested that specifically red wine is the most beneficial to your heart health, to reduce coronary heart disease risk and may inhibit tumor development in some cancers1.
For now, American economy is recovering, but the unemployment rate is 7.3% in October 2014 in CA2. To build a local winery could provide job positions for employees, workers and marketing sales.

For A Plus, the big opportunity is exporting red wines into the Chinese market. It is not only increase export trades, but also promote cultural exchange. With the improved quality of life, Chinese people are more careful about the quality of food. Chinese people like to drink rice wine for a thousand years. Now A Plus will introduce a real and pure organic red wine to them that will be a fresh and interesting idea.
On November 10, at the 2014 APEC summit in Beijing, President Obama announced that the U.S. and China have mutually agreed to…
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