Business Game: Business Planning for a Winery

Extract

[...] - A good idea in our global strategy could also be to create a feeling of exclusivity buying our product, for example producing limited series, and special editions. It will reinforce the premium status of our wine and build customer loyalty. - According to everything I just said, I suggest focusing the production on Côtes de Bourg Village Premium, Côtes de Bourg premium standard, Côtes de Bourg premium premium, and Côtes de Bourg Premium Bio. Marketing & communication For the marketing, here are my recommendations: - First, to support our global strategy, creating a brand identity and a clear storytelling is essential to be known and understood by the consumer. [...]

[...] - Then, I recommend developing wine tourism, that is really trendy, even more with foreign tourists. It will enable us to have a word-of-mouth publicity, to attract foreign customers, and to have complementary incomes to keep developing our exploitation. - To support our communication and meet prospects, I also suggest participating to prestigious wine fairs in the country or abroad. These fairs have to be coherent with our positioning and our customers base (for example we will not exhibit in small village fairs, since our positioning is mainly on premium wine and such fairs are mainly selling standard quality wines). [...]

[...] Business Game: Business Planning for a Winery Sum up of the context: We have a company that produces several kinds of Côtes de Bourg. It has 5 competitors on the market. We use three different appellations, with 7 different qualities of wine: Côtes de Bourg (Standard & premium), Côtes de Bourg Village (Standard & premium), Côtes de Bourg premium (Standard, premium, and Bio). We offer bulk wine or wine in bottles, by different channels: Call for tenders, wholesalers, international export, Horeca, or cooperatives and wine merchants. [...]

[...] - To reinforce the premium quality and exclusivity of our wine, I recommend contacting gastronomical restaurants and stars awarded chefs to create partnerships with them and sell our wine in their restaurants. It will enable us to target prestigious customers and reinforce our positioning. Distribution For our distribution, here are my recommendations: - We will revise and reduce our distribution canals, to agree with our premium positioning willingness. Being less accessible make us become more exclusive, so it adds a premium image to our premium quality product. It is important to be coherent in the whole process of our strategy towards our positioning; otherwise it could make us lose credibility. [...]

[...] - We want to avoid supermarkets distribution, that gives a cheap image to wine, as well as wholesalers. It is important to also limit calls for tenders, and make them become rare, so when it takes place, it gives even more our wine a rarity and VIP image. - It is important to keep focusing on the HORECA sector, but mainly prestigious hotels and restaurants, as said before. - For the logistics, we could associate with other premium wine producers, or premium product producers, to avoid paying a lot with our own logistic company. [...]