* Mondavi Wineries are known for their high quality premium brands of wine due to the modern technology (New World Winery) and many years of experience of making high quality premium wine making. Most of the competition takes place in the popular wine segment were Mondavi’s Woodbridge winery competes and does very well. By stamping the Mondavi name on the popular premium wine segment they gain a competitive advantage * Mondavi had 16 different wine brands that all hold a high quality brand name * Robert Mondavi is known for always wanting to educate people about premium wines and helped tie music, food, and art to wine calling it a culture. Mondavi uses this as a form of advertising * Family holds 50% of the company’s shares and majority of vote rights * Tim Mondavi and his team always focus on providing the best and highest quality wine * Each winery employs modern technology to ensure the highest quality fermentation and aging process * Has many joint ventures around the world if they ever decide to increase their exports * Has a competitive advantage in both the popular premium wine segment and luxury wine segment
* Share their discoveries and information freely with other wineries * Only 7% of their grapes are insourced making it difficult and costly to ensure their quality * Deviated away from high quality premium only wine when they made the Robert Mondavi Costal brand in 1994. This could hurt their high quality image * New sales force of 200 were looked down on by Mondavi’s distributors. Instead of focusing on educating on fine wine they were more concerned over promotions, competitive pricing, demand forecasting, and shelf space management * Only had one single sales force for the entire product line * Started to advertise in 1998 on the radio and TV that might lower their premium luxury wine aspect * Rely highly on their high quality image but want to send...