Each student shall complete a written paper. It should be at minimum 1200 words and no more than 1400 words in length, double space Arial 12 font.
Imagine that you have inherited € 1.000.000 from your uncle, on the condition that you invest such money in your own winery within a month.
You have to think on an idea for not losing the money!
The student has to perform a WINE REVIEW, demonstrating his/her ability to give a short and precise description of his/her business idea, setting up a vineyard or a winery in any part of the world.
The student will be evaluated on the business idea, value creation, target group, realization, partners and for describing their process.
The paper can also be enriched with the use of photos of the labels, similar vineyards, wineries or places where your winery would be located.
A students’ work will be graded on their ability to evaluate the winery created by using all elements of the framework and associated evaluative language associated with the mandatory readings.
Suggested structure (not mandatory) for the Essay can be:
Executive Summary – 1 page
Introduction
– Explain why did you chose such country to set up your winery / vineyard.
– Explain the geographical location and conditions, climate & weather and, if any, the viticulture and vinification rules of the appellation.
– Characteristics of the appellation of the wine growing region (key wines, classifications, business overview, etc.).
Discuss the Wine Industry
– Define the Wine Industry in the country selected: eg. Market Value, Main Competitors, Industry Structure and Characteristics, Recent Trends, etc.
– Macro Environment Analysis: PESTEL applied for your specific chosen country
– Industry Analysis of the Wine sector in such country: Porter Five Forces: Buyers, Suppliers, Threat of Entry and Substitutes.
– Any expected changes in the general external environments?
– Comment on Attractiveness of this Industry in this country
Evaluate two significant wine competitors Companies in the country
Choose one strategy
– Volume (bulk or cheap wine, etc.)
– Quality (fine wines, tourism visits, etc.)
– Blue Ocean Strategy
– To what degree is your winery idea innovatory and original?
– It can be rethinking of something existing or something entirely new (incremental or radical innovation)
– Analysis of the factors that will affect the price of your Wine (viticulture, vinification, etc.)
– Explain your business model (just wine, enotourism, events, etc.).
Two future Trends OR new Opportunities OR Two predictions for your company
Branding, promotion and marketing of the wines available
– What kind of wines will you produce? Red, white, Organic, Biodynamic & Natural Wines, etc.
– If your winery is going to be located in Spain, please take in account the Spanish Wine Regulations.
– You can use marketing strategies, key brand messaging, data on target customer demographics, and other elements.
Conclusion
References
Appendix – only if needed
