The purpose of this project is to develop a Winery, Cellar Door and Food Operation in Australia. In this report, we evaluate the region, potential competitors, and the tourism initiatives in the region. This report shows that potential location for the Winery which would also the location for Cellar Door and Food Operation. This report is divided into two main parts: The first section discusses and analyses the wine region by analysing the target country and region, competitors, and the external environmental factors that will affect the business. The second section analyses the Winery business by analysing and discussing the positioning strategy, proposed markets, and marketing strategies and recommendations. Food and Wine Tourism Project.
- WINE REGION
This section analyses and discusses the on the wine industry in Australia, attractions, infrastructure, and climate in the wine/ food industry region in Australia; a discussion on the direct and indirect competitors in the industry, and an environmental scan of Australia where the business is situated. The environmental scan will follow the PEST analysis to identify the external forces that affect the business. The purpose of this section is to analyse and discuss the internal and external factors that would contribute towards the success of our business. Food and Wine Tourism Project.
The wine industry is very promising in Australia due to the increasing drinking rate especially in the local and international markets. Wine drinking is integrated in the Australian culture despite that its sale and advertisement are controlled by the government. Rolland Winery is positioned as the best company offering the best wine experience to the local and international customers. Rolland Winery faces stiff competition from Hentleyfarm and Henschke Cellars which have large customer base in the market and have strong marketing strategies such as online selling strategy. However, Rolland Winery has the best structures and facilities to compete in a highly contested market by offering quality wine products and services at premium prices and targeting the high end market. Food and Wine Tourism Project.
LIST OF REFERENCES
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Australian Bureau of Statistics. (2017) ‘Characteristics of employment in Australia: Key findings.’ Australian Bureau of Statistics, 1
Australian Government. (2013) ‘Australia’s wine industry.’ Australian Government, 1
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Crisan, R. E. & Berariu, C. (2013) ‘Advertising aspects of tourism.’ Academica Science Journal, Geographica Series, 2: 29-34.
Donald, G. & Graham, B. (2006) ‘Critical success factors for wine tourism regions: A demand analysis.’Tourism management,27(1):146-158. Food and Wine Tourism Project.
Ferrell, O. & Hartline, M. (2013) Marketing strategy, text and cases. New York: Sage
Geoff, B. & Rumintha, W, (2012) ‘Domestic and international strategies in the Queensland wine industry.’ International Journal of Wine Business Research, 24(4): 302-318
Jones, S. C. & Gordon, R. (2013) ‘Regulation of alcohol advertising: Policy options for Australia.’ Evidence Base, (2): 1-37.
Koch, J., Martin, A., & Nash, R. (2013) ‘Overview of perceptions of German wine tourism from the winery perspective.’ International Journal of Wine Business Research, 25(1): 50-74. Food and Wine Tourism Project.
López, M. T., Altamirano, V. & Valarezo, K. P. (2016) ‘Collaborative tourism communication 2.0: Promotion, advertising and interactivity in government tourism websites in Latin America.’ Revista Latina De Comunicación Social, 71: 249-271.
Pettigrew, S., Biagioni, N., Jones, S., Daube, M., Kirby, G., Stafford, J. & Chikritzhs, T. (2015) ‘Sales promotion strategies and youth drinking in Australia.’ Social Science & Medicine, 141: 115-122.
Wine Australia. (2017) ‘Australian wine: Production sales and inventory 2015-216.’ Wine Australia, 1-9.Food and Wine Tourism Project.