Michel Shaps Winery Case Crispin Gutierrez

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Michel Shaps Winery Case Crispin Gutierrez

MICHAEL SHAPS WINERY: EVALUATING THE “CUSTOM CRUSH” OPPORTUNITY

Case Analysis

This report is consistent with our signed Academic Integrity Form on file with the instructor.

Name: Crispin Gutierrez (100281381) Due Date: November 4, 2014 Instructor: Amanda Bickell

Definition of Success

In order for Michel Shaps Winery to succeed by achieving a wine production of at least 25,000 cases over the next five years, so that MSW can be among the largest 5 companies in Virginia, the following critical issues must be addressed:

Critical Issues

• How to sustain the winemaking process so that the company is able to increase production to at least 25,000 cases.

• How to strategically choose the most profitable wine production options and distribution channels so that the company is able to sale its products more effectively and achieve a contribution margin of at least 40%. • How to protect and build the MS brand so that the company is able to maintain its high reputation as one of the premier wine makers and keep successfully selling its product line.

Situation Analysis

Michal Shaps Winery has created a strong reputation with its premium wine in the Virginia market; just in 2010 they produced 14,250 cases,

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