You have spent four years in classrooms pursuing your BBA from the Beedie School of Business. You
Question:
You have spent four years in classrooms pursuing your BBA from the Beedie School of Business. You are only missing the completion of an internship and are looking for an opportunity in the Okanagan region, given your passion for wine. You applied for BlueSky Estate - a local winery company that produces small quantities of a very fine wine - and after a selection process, you were hired to support their latest project.
BlueSky Estate was founded in 1903 by Alfonso Casablanca and has always produced the highest quality of wine in the region. The name came after spending months of research without seeing the sunlight. Once he accomplished a unique, fruity chardonnay with a woody smell, he saw the blue sky through the slits of a barrel. It felt like a miracle. Since then, the estate has developed different types of wine, including Viognier, Syrah, and Cabernet Franc, and has always held to the highest standards. Alfonso always envisioned his estate developing new varieties to satisfy sophisticated consumers. His descendants, Jeronimo and Daniela, want to continue in this fine tradition.
Over the last two years, they developed two flagship products. Blue Lighting 2014, "a red blend of Cabernet Franc and Merlot which offers up flavours of plum, and berries. A fruity balance by herbal aromas of tobacco-leaf and bell pepper" and Vivid 2014, which has "powerful green pepper, black currant and plum flavours with a spicy black pepper finish." Both are highly rated wines across the country but are only sold in the province of B.C.
Recently, Californian wineries have grown in operational efficiency and their wines are popular. Moreover, wines from other parts of the world are swamping local stores and restaurants. In addition, consumers' taste is shifting from traditional wine to simpler table wine that is meant to accompany meals. With a market under such pressures, Jeronimo and Daniela are struggling to keep the estate up to meet today's trends. For that reason, they are looking for new markets for their traditional world-class wines.
Your project manager, Natasha Golubev, has asked you to investigate the following alternatives and provide a recommendation. She would like you to consider consumer preferences, existing competition, and BlueSky's strengths, in addition to any other important factors you uncover in your research. The final approach is:
- An offer from a major Ontario beverage distributor to facilitate storage, distribution, and marketing of BlueSky's products across the country.
Analyze the following:
SWOT Analysis? (Strengths only)
PESTEL Analysis? (Socio-cultural aspect only)
Essentials Of Business Communication
ISBN: 9781285858913
10th Edition
Authors: Mary Ellen Guffey, Dana Loewy