Delemare Vineyard

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  • Topic: Wine, Winemaking, Oenology
  • Pages : 8 (2465 words )
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  • Published : February 26, 2013
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Delamere Vineyard

Delamere Vineyard
“Delamere Vineyard is a small, integrated winemaking business in Tasmania, specializing in pinot noir (red) and chardonnay (white) wines. Richard Richardson, Delamere's owner and winemaker, manages and operates the vineyard and winery largely alone. His products have won praise and awards in the past, but Richardson strives continuously to improve. Delamere competes in the high-priced segment, in which quality is paramount. Richardson is well equipped as a winemaker--with a Ph.D. in agricultural chemistry and 15 years' experience.” (Harvard Business School, 2000) Winemaking is a very exclusive, yet competitive business that requires great care and understanding of customer demands.

Problem
Richard Richardson, winemaker at Delamere Vineyard, is facing a change in his production of wine with uncertainty because of his ongoing desire to improve quality and sales. He has relied on his scientific knowledge to steer his company and now would like to move forward and improve his quality of wine and increase profit. Richardson is in the process of upgrading his production process to produce a better quality product based

on customer satisfaction and wine critics, and needs to make a decision on how he will implement this.

Objectives/Goals
Richard Richardson is facing challenges for the new direction of his company. He needs to make some decisions as to his innovative way of wine production to enhance the quality and increase his profit and sales. Richardson needs to improve customer satisfaction for his pinot noir and chardonnay wines. Richardson has to improve his marketing and advertising for the vineyard to increase sales and profit. Richardson needs to find a niche in the wine industry and set his wine apart from the other vineyards. Richardson has been making mediocre wine for the past 15 years and desires to set his company apart by increasing the quality and production of his wine to boost profit and sales. “At the establishment of his vineyard, Richardson had drawn inspiration from his scientific training and the advice and example of others who preceded him” (Harvard Business School, 2000). Richardson needs to focus on the process of developing quality wine with the purpose of meeting a large percentage of customer satisfaction without sacrificing capital or increase costs in production over a long period of time. Since Richardson is fixated on two types of winemaking, he needs to focus on the ways to improve quality and control outcome to maintain consistency throughout the years. Customers are quick to notice subtle changes in wine quality and are apt to err on the side of caution when deciding on future purchases. Wholesalers are the wineries main source of sales and they “sought consistent quality at a moderate price, and favored wines that would have wide appeal by being made in a recognizable and popular style” (Harvard Business School, 2000). Richardson is very emotionally attached to his

business and takes the entire role of decision making upon himself. Richardson needs to consider insight into new trends in winemaking and procedures that have worked in the past with other vineyards. Delamere Vineyards should be a family business built on the constant goal of improving production, distribution, sales and quality.

Analysis
Delamere Vineyard is currently producing pinot noir and chardonnay wines at varying qualities to satisfy the demands of the consumers. Richardson has been working on his wine selection and vineyard for 15 years and is now in search of improvement of for quality of wine. Scientific knowledge has allowed him to start and continue his business of wine making with little knowledge of the process most winemakers go through to produce a quality and enjoyable wine selections. Richardson, while his

process so far has yielded positive results, is in need of reevaluating his production process and possibly the distribution process to increase...
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