Winery Industry Analysis
Grape growing :
Grapes are the major material for making wine. so assume something happens to the vineyards. it will cause big loss. For example, ''the phylloxera epidemic'' will make the winery suffer at least five years none of grape supply. Simply put, no grape, no wine. and no revenue. In addition, although Mondavi owns lots of vineyards, it still needs to purchase more grapes from other independent growers. This costs a great amount of money. so, we think Mondavi is supposed to revise its supply chain for more profits. like develop the partnership with the local farmers to reduce the purchase cost. Or, buy the soil from South Greek to avoid the natural enemy-phylloxera.
Marketing strategies:
We believe, the biggest problem of Monavi's marketing is no marketing research .
Robert Mondavi know how to make fine wine, But it ignores what happening outsides - like the future market trend and its competitors. This oversight will kill Mondavi.
Also, Robert Mondavi really made efforts to let the world notice ''the NAPA valley's wine industries ''. Mondavi set up '' COPIA''. COPIA is a campagin in which promoting wine, food, and the arts.
But what Mondavi did wrong shots are its advertising and its Disney investment.
First, it was too late to start Mondavi's first advertising . Mondavi didn't do advertising by media until 1998. Compared to other competitors, it already missed the golden opportunity.
Moreover, for a long period of time , Mondavi conveyed '' wine'' to specific group- the elite , the white collar, not the public. This image limited the development of Mondavi. Different from Mondavi, the beer makers told people that the beer is the beverage for every activity and every one and every time. So , we can see the obvious difference between the ''brand image''.
Now, Let's see the Disney investment. Unfortunately, Mondavi failed. But why?
Its cristal clear that building '' Golden Vine Winery '' in Disney is not a smart idea.
CUSTOMER:
Grapes are the major material for making wine. so assume something happens to the vineyards. it will cause big loss. For example, ''the phylloxera epidemic'' will make the winery suffer at least five years none of grape supply. Simply put, no grape, no wine. and no revenue. In addition, although Mondavi owns lots of vineyards, it still needs to purchase more grapes from other independent growers. This costs a great amount of money. so, we think Mondavi is supposed to revise its supply chain for more profits. like develop the partnership with the local farmers to reduce the purchase cost. Or, buy the soil from South Greek to avoid the natural enemy-phylloxera.
Marketing strategies:
We believe, the biggest problem of Monavi's marketing is no marketing research .
Robert Mondavi know how to make fine wine, But it ignores what happening outsides - like the future market trend and its competitors. This oversight will kill Mondavi.
Also, Robert Mondavi really made efforts to let the world notice ''the NAPA valley's wine industries ''. Mondavi set up '' COPIA''. COPIA is a campagin in which promoting wine, food, and the arts.
But what Mondavi did wrong shots are its advertising and its Disney investment.
First, it was too late to start Mondavi's first advertising . Mondavi didn't do advertising by media until 1998. Compared to other competitors, it already missed the golden opportunity.
Moreover, for a long period of time , Mondavi conveyed '' wine'' to specific group- the elite , the white collar, not the public. This image limited the development of Mondavi. Different from Mondavi, the beer makers told people that the beer is the beverage for every activity and every one and every time. So , we can see the obvious difference between the ''brand image''.
Now, Let's see the Disney investment. Unfortunately, Mondavi failed. But why?
Its cristal clear that building '' Golden Vine Winery '' in Disney is not a smart idea.
CUSTOMER: