Bonny Doon Case

1. Current Outlook/Position of Bonny Doon Bonny Doon Vineyards, a successful drink-coloredry business based in Santa Cruz, California, has gravid from selling 5,000 cases of wine a year in 1981 to 200,000 cases a year in 1999. To keep growing and be more than profitable, the business must choose amongst three possible strategic directions. The first strategy is to start importing wines from Europe into the united States. The second alternative is branching into a retail government issue for unusual wines of great value, accompanied by a mellowed level of service. Lastly, the business D.E.W.N could be expanded to include wines not made by the company itself but by former(a) wineries that follow the same values and philosophy. 2. INDUSTRY ANALYSIS The size of the wine market in the U.S., measured by tonnage, is estimated to be 2.5 one million million million tons of crushed wine grapes in 1998. Ab protrude fractional(a) of the tonnages crushed are red wine grapes and the other half are white wine grapes. The best wineries are located in the Napa Valley and Sonoma region, whose wines receive high praises from critics. The per capita wine consumption in the U.S. is only ab issue 2.02 gallons per adult as compared to 16.2 gallons in France and 15.8 gallons in Italy. Thus, take up for wines in the U.S. has huge capability for continued growth. At the same time, there is increasing demand for U.S.

-made wines abroad. Bargaining Power of Suppliers: High Bargaining Power of Suppliers: High I. Porters 5 Forces Model Analysis ? decreasing number of vineyards to desexualize grape supply as vineyards are being bought out by land developers ? difficulty in convincing vineyards to realize high quality grapes because they would have to get under ones skin less in quantity, resulting in less profits for the vineyard ? decreasing number of vineyards to salutary grape supply as vineyards are being bought out by land developers ? difficulty in convincing vineyards to produce high quality grapes because they would have to produce less in quantity, resulting... If you want to get a full essay, order it on our website: Orderessay

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