Swot Analysis Of Wine
INTRODUCTION As time marches on the world evolves and changes, the same can be said for the purpose of wine consumption. Wine consumption has gone from being offered as a tribute "to dead pharaohs and tempestuous gods” (Barlett, page 119) by the ancient Egyptians and Greeks, to a symbolic drink in the Christian Era used liturgically, to a mark of prestige in the Middle Ages, to what it still holds to today, a glass of hospitality. Wine production began as a labor intensive and fragmented process. Over time most vintners (wine makers) have become more efficient and productive. Up until the late 18th century Europe had limited cross-border shipping, however a rise of innovations “revolutionized the industry” (Barlett, page 120). Old World …show more content…
The New World vintners were able to sell their product at a lower cost because of the extensive vineyards, technology and innovation (experiments, controlled drip irrigation, specialized equipment, and reverse osmosis technology) that they utilized. Soon enough New World vintners owned the full value chain.
The image below is a visual representation of the different segments in the wine industry.
DISCUSSION OF ALTERNATIVES FOR OLD WORLD VINTNERS Production
• Cut the supply chain (without decreasing quality)
Marketing
• Premium Wine: improve marketing communication
• Use packaging to attract the target market (differentiate through packaging, revive image while reiterating top
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