Pestle Analysis: Brazil Wine Industry
BRAZIL PESTLE ANALYSIS
MANAGEMENT 100 – ASSESSMENT 1
1. INTRODUCTION
The purpose of this report is to provide Penfolds Winery all the information needed by the company to expand its business interests into Brazilian wine market. The data will be gathered through extensive research of the Brazilian wine market and an internal analysis of Penfolds winery to discover the what the company has and what it needs to have in order for the Brazilian enterprise to be successful. The recommendation will be based on a SWOT analysis of the company and a PESTL analysis of Brazil, which will provide enough information for the company to begin its expansion into the Brazilian market. The end result is the establishment of a Penfolds vineyard in Brazil to exploit the tropical soil and choice grapes grown there and combine them with grapes from Australian grapes using Penfolds winemaking philosophies.
Penfolds is one of Australia’s oldest wineries and was founded by Dr. Christopher Rawson Penfold in 1844. The Mackgill estate was purchased by the Penfold family and it comprised of “500 acres of the choicest land” (http://www.penfolds.com.au).
In the beginning, Penfold produced fortified wines for his medical patients as he was a firm believer in the “medical benefits of wine” (http://www.penfolds.com.au). The years progressed and Penfolds winery expanded (mostly due to the management skills of his wife, Mary Penfold). By 1870, Penfolds winery produced a variety of wines for general consumption.
Today, Penfolds Grange product is internationally renowned and Robert Parker, the world’s most influential wine critic stated that Grange is a “leading candidate for the richest, most concentrated dry table wine on earth” (Self published newsletter, The Wine Advocate)
The ingredients for a quality Penfolds wine would be the choicest grapes from several vineyards combined to produce a beautiful wine that is a collector’s item in the international wine market. The skills
MANAGEMENT 100 – ASSESSMENT 1
1. INTRODUCTION
The purpose of this report is to provide Penfolds Winery all the information needed by the company to expand its business interests into Brazilian wine market. The data will be gathered through extensive research of the Brazilian wine market and an internal analysis of Penfolds winery to discover the what the company has and what it needs to have in order for the Brazilian enterprise to be successful. The recommendation will be based on a SWOT analysis of the company and a PESTL analysis of Brazil, which will provide enough information for the company to begin its expansion into the Brazilian market. The end result is the establishment of a Penfolds vineyard in Brazil to exploit the tropical soil and choice grapes grown there and combine them with grapes from Australian grapes using Penfolds winemaking philosophies.
Penfolds is one of Australia’s oldest wineries and was founded by Dr. Christopher Rawson Penfold in 1844. The Mackgill estate was purchased by the Penfold family and it comprised of “500 acres of the choicest land” (http://www.penfolds.com.au).
In the beginning, Penfold produced fortified wines for his medical patients as he was a firm believer in the “medical benefits of wine” (http://www.penfolds.com.au). The years progressed and Penfolds winery expanded (mostly due to the management skills of his wife, Mary Penfold). By 1870, Penfolds winery produced a variety of wines for general consumption.
Today, Penfolds Grange product is internationally renowned and Robert Parker, the world’s most influential wine critic stated that Grange is a “leading candidate for the richest, most concentrated dry table wine on earth” (Self published newsletter, The Wine Advocate)
The ingredients for a quality Penfolds wine would be the choicest grapes from several vineyards combined to produce a beautiful wine that is a collector’s item in the international wine market. The skills