FRAGRANCE WINERY

Fragrance Winery



Executive Summary

Fragrance Winery is a small family owned and operated vineyard and winery located outside of London, Southall. The company, which is owned and operated by husband and wife team, Jack and Sally David, commercially opened on November 2, 2001 after receiving its official license as a Southall farm winery. By identifying the strengths and weaknesses within the company, Fragrance Winery is able to assess its business processes and operations. The company is able to recognize areas that require improvement and capitalize on areas in which it excels. By assessing the opportunities and threats potentially posed by the industry, Fragrance Winery is increasing its awareness and actively improving its competitive market position. Fragrance Winery produces nine wines that are available regularly at the winery and at twenty-two retail outlets around the state. An additional five wines are offered as specialty wines during particular seasons or for particular occasions. In addition to wine, Fragrance Winery also offers a secondary product line of gifts, accessories and memorabilia featuring the company logo. These items are available in the sales and tasting room on-site at the winery. The market for Southall produced wine is a small percentage of the overall wine sales in Southall, yet it is growing at an exponential rate. After determining the appropriate target market, Fragrance Winery exhibits successful marketing techniques. The company maintains a positive reputation and increases its visibility through active advertising measures.

Table of Contents

Executive Summaryiii

Business Overview1

The Company1

The Industry2

The Products2

The Service3

Ownership, Management and Personnel4

Producers and Suppliers5

Business Management5

Strengths6

Weaknesses7

Opportunities8

Threats8

Marketing Analysis9

Growth9

Market Share10

Competition10

Marketing Strategies11

Targeting Consumers11

Three Marketing Principles12

Make the Company Known12

Build Relationships with Consumers13

Make the Company and Product Available15

Future Marketing Outlook15

Financial Analysis and Projections16

References19

Appendix21

Business Plan: Fragrance Winery

Business Overview

The Company

Fragrance Winery is a small family owned and operated vineyard and winery located outside of London, Southall. The company, which is owned and operated by husband and wife team, Jack and Sally David, commercially opened on November 2, 2007 after receiving its official license as a Southall farm winery. By identifying the strengths and weaknesses within the company, Fragrance Winery is able to assess its business processes and operations. The company is able to recognize areas that require improvement and capitalize on areas in which it excels.

The Industry

The wine industries both in the United Kingdom and in Southall have grown steadily in recent years and are expected to follow similar trends in the future. Fragrance Winery competes primarily in the wine industry in Southall and has developed a niche in the industry for Southall produced wines. By assessing the opportunities and threats potentially posed by the industry, Fragrance Winery is increasing its awareness and actively improving its competitive market position. (Baker2003, 14-15)

The Products

Fragrance Winery produces nine wines that are available regularly at the winery and at twenty-two retail outlets around the state. An additional five wines are offered as specialty wines during particular seasons or for particular occasions. Another eight wines are currently being developed and tested in the marketplace. Fragrance Winery produces all of its wines from fruits ...