Pheasant Ridge Swot Analysis

Strengths: Craftsmanship, vineyard on site provide tours and show how grapes are grown, primarily French varieties in wine.

Weakness: Location, Size, Tasting room, event center,

Opportunities: make it a destination, appeal to millennial by making it an experience, size of the winery is small change is easier

Threats: llano and Caprock winery both are located south of Lubbock high wine production facility proposes a threat by reputation size mass production event center and quality of the infrastructure , Mcphearson established wine production facility operating in the buddy holly district of Lubbock. Proposes a threat due to the location distance to pheasant ridge, the established reputation of the business and the tasting room. Trilogy
local small wine tasting venue located in levelland poses a threat by the quality of the wine tasting room and restraunt also is in the process of establishing an event center. Infrastructure of Lubbock county roads to the business, if the roads are not improved customers will have a difficult time travelling to the winery
Due to the far distance from Lubbock and the dirt roads travelling to Pheasent Ridge Winery.
This is a threat to the company, however these problems present the opportunity for the winery to make the distance and dirt roads a strength by providing a place of destination somewhere people can escape the business of Lubbock and head there for time and relaxation. By making pheasant ridge a place of destination this idea competes with Mcphearson as it is in the center of Lubbock. Other threats include trilogy and llano but since pheasant ridge has been upon longer than trilogy it has the potential to have a further spread reputation. To compete with llano a tasting room or another experience is useful to compete since llano is a high wine production facility. Internal weaknesses of Pheasent Ridge include the size and tasting room. The size of the facility will in the future need to increase to produce the desired amount of wine. The tasting room will also need to be remodeled to increase the appeal to customer. The strengths of the company are the already established reputation and label of the bottle has an eye appeal as compared to other varieties on the shelves. The staff and owner of the company is also a big asset for the fact they are personal and people friendly. In order to improve the company we suggest the following: Farmers Market, Movie night,
crepes.

The following information is based upon “Estimated Costs of Crop Production in Iowa” by Alejandro Plastina the extension economist of iowa state. This gives a close representation of the cost to operate a farmer market crop the prices below can be doubled for each additional crop to be produced 145 bushels per acre
Fixed Variable Fixed Variable Fixed Variable Estimate
Preharvest Machinery 1/ $23.20
Seed, Chemical,
Seed @ $3.43 per 1000 k. 25,000 $85.80 Nitrogen @ $0.31 per lb. 186 57.66 Phosphate @ $0.34 per lb. 54 18.36 Potash @ $0.25 per lb. 44 11.00 Lime (yearly cost) 9.34 Herbicide 32.40 Insecticide 20.30 Crop insurance 9.00 Miscellaneous 9.00 Interest on preharvest 10.05 variable costs (8 months @ 5.5%) Total $262.91
Harvest Machinery
Combine $13.00 Grain cart 6.20 Haul 6.28 Dry (LP Gas @ $0.95/gal.) 7.25 Handle (auger) 2.53 Total $35.26 Labor 2.80 hours @ $13.00 $
Total fixed, variable Per acre $285.86 Yield: Per bushel $1.97
Total cost per acre $604.50
Total cost per bushel $4.17