Wine Industry Essay Example for Free

Wine Industry Essay The analysis provides information on the two international wine brands (Banrock Station and Bordeaux) that from different kinds of world wine producers, New World and Old World, enter into the same market of the United Kingdom. Also, this report analysis why these wine corporations go to oversea, why choose England, and how achieve success in England applying Global-Local Model to judge which strategy the companies adopt. In addition, this report focusing on marketing. Banrock Station expands global market because of the saturate Australian wine market. The report apply the product lifecycle to explain this, and apply the object, strategy and tactic model to analysis why Bordeaux wine export internationally and why expand wine market in England in order to improve the consumption by volume and value terms and increase profits. Then, this report also explain the reasons why Banrock Station choose British market by PESTEL model, and analysis political, economic and law aspects in detail. Banrock Station Company focuses on the innovation which involves conservation projects and Eco-mate packaging to sustain its competitive advantages. Nevertheless, Bordeaux wine choose standardize more than adapt in two specific areas: promotion and product. 1. Introduction . The worldwide wine industry is divided into two parts: Old world and new world. Old world wineries are Characterised by long-established and relatively unchanging methods and location of wine production mentioned by Glenn and John (2009). France, England, Italy, Germany belong to Old World wineries. On the contrary, the New World wineries appreciate new technology and non-natural chemicals. Australia, New Zealand, North America, South Africa, Chile and Argentina are named New World wine makers (Anderson, 2003). Banrock Station is located in Kingston-on Murray, in South Australia. Banrock Station was set up in 1994, as one part of Hardy Wine Company (Natures a big winner at the station, 2005). The property of the company includes approximately 1,068 hectares of floodplain and wetland, as well as 307 hectares of woodland buffer. Today, Banrock Station, not only is one of the most well-liked brands in Australia, but also is the label which is growing fast in the United Kingdom. In addition, this company exports wines to more than 50 countries in the world, such as the United States of America, Italy, Canada, Japan, France, Spain and China. Bordeaux wine is a global brand from France. In the Bordeaux vineyard, there are 60 Appellation dOrigine Controlee (AOC), which is judged the largest French A. O. C wine region. Bordeaux wine comprises numerous popular wine brand, for instance, Malbec, Merlot, Cabernet Sauvignon, Cabernet Franc and Semillion. Each Bordeaux wine has its own character. Blending drives persistent flavour and overall quality. In the case of aromas, hundreds of active molecules in the wine interact during the blending process to create a new wine with a complexity, delicacy, and richness that surpass by far the simple addition of the characteristics of each of the assembled wines (http://www. bordeaux.com). 2. The Reason for going oversea and entering British wine market Now, Australia has been the fourth largest nation exporting wine, followed by France, Italy, Spain, and the UK is the biggest nation where Australian wine export (Australian wines in the British Wine Market, 2004). As seen from the graph 1 of the Product Lifecycle, in 2007, the Australian wine market go into maturity stage. Consequently, the Australian wine corporations are all face this problem, of course, including Banrock Station. First of all, it confronts fierce competition in domestic market, because there are over 60 regions producing wine, for instance, Barossa Valley and Eden Valley in South Australia, Hunter Valley and Cowra in New South Wales, Granite Belt and South Burnett in Queensland, Derent Valley and Coal River Valley in Tasmania, Goulburn Valley and Geelong in Victoria, and Blackwood Valley and Peel in Western Australia (A+ Australian Wine, 2011). In addition, the competitors come from other countries also effect the Banrock Stations sales, such as Constellation Brands from America, Malivoire Wine Company from Canada, Bordeaux Wine from France, Tenuta Monte Rosola from Italy, and Esteban Martin from Span. France is a well-known wine country in the world. According to the report named Wine in France (2010, 2007), in 2006, The French wine market grow by 1. 6% to reach a value of $35. 1 billion, in contrast, this market just grow by 0. 2% in 2009, these statistics show the growth of French wine market is very slow. Therefore, for the local companies, the space of development is small and it is also difficult to increase the companies consumption and income. In addition, both domestic and global market, New World wineries have pounded the French wine (Superleague bouquet, 2003). Because of this and France is considered to the empire of wine by the consumers worldwide, the competition in France is very intensive. In terms of global wine trade, the percentage of New World wine has increased from nearly 5% to exceed 28% during last 2 decades (Rothfield and Wittwer, 2008; IWSR, 2008). This paragraph apply PESTEL model to explain why Banrock Station Company and Bordeaux wine entry to Great Britain. For Australia and France, England, as one of the largest wine market, is keeping stable developing. In 2003, the Great British wine market went up by 2. 9%, reaching a value of about $10 billion, and this raised by 3. 1%, achieving a value of nearly $11 billion(wine in the United Kingdom, 2004 2010). The industry profile of wine in the United Kingdom (2010, May) reports that thanks to the undesirable climate for planting grapes, although there are few vineyards in the country, the United Kingdom imports the mass majority of wine from foreign wine makers. In 2003, the wineries in the UK produced only 10. 20% of the market share in their own country (Wine in the United Kingdom, 2004). By comparison, there is few things agitating by French and Australian wine makers toward nature climate and soil where grows vine (Unleash the war on terroir, 2007). Also, the stable economic and political regulatory environment and the government policy of generally opening to the trade and investment contribute to building a really low risk environment to do business and low barriers to entry this wine market throughout England. In France, however, the government has imposed a ban on oversea takeover bid for the companies. Besides, the Risks to Realization of Potential Returns rating refers to how risky an investment in the food and drink industry of the country is, according to Business Environment illustrated. The Risks to Realization of Potential Returns rating of the UK is higher than France (United Kingdom Food Drink Report, 2009). As a result, it is much easier and more safe to enter British market than in France for Australian companies. In the 1970s, the new laws give the local England supermarkets the rights to sell wine; this increase the consumption of oversea wines in Great Britain, especially the New World wines (Anderson, 2003). For example, it is legendary that, since 1960, the per capital wine consumption of Australia has grown up twice every decade in the British wine market (Rothfield and Wittwer, 2008). 3. Strategy analysis. 3. 1 Innovation of Banrock Station in Great Britain Compare to other wine companies, like Jacobs Creek and Nottage Hill, Banrock Station is a special one, because it not only is a wine maker, but also has a responsibility for ecological conservation. The Good Earth, Fine Wine is Banrock Station slogan (www. banrockstation. com), and this perfectly contains this companys two essential commitments: one is the contribution to the sustainable environment, for example, one of the conversation projects is named Eden project cooperated with the UK tell everyone how people can make contribution to protecting environment everydady (www.edenproject. com), the other one is the production of good quality wines. The core of companys promotion activity is donating conservation works. According to Pritchard Chris, the company announced Banrock Station has contributed A$1 million (C$880,000) to preserving and rehabilitating the wetlands all over the world, recently, and supporting a information centre for the Wild Bird Trust of British Columbia to organize and manage the data of avian, which is a perfect evidence. According to the journal article of Charity alliances reap rewards, Banrocks ? 125,000 sponsorship has financed wetland rehabilitation and exhibits at WWT Centres, as well as 10% of the costs of monitoring and maintaining 1700 hectares of wetlands in the UK. These help Banrock Station to reap the reward and enhance the image of the brand from both old consumers and potential consumers, for instance, as a grocery brand, Banrock Station has become the sixth fastest expending in the Great British (Charity alliances reap rewards, 2002). Rebecca Hopkins who is a spokesperson of Banrock Station, states We have successfully positioned ourselves as a brand that cares about the environment, and it is obvious that people like that. The corporation has involved in nearly 100 conservation projects throughout the world, this is real evidence, not just talking (Pritchard, 2002). To be an environmentally friendly business is wise means to increasing the reputation of the company. Moreover, Banrock Station Company focuses on the high-technology, as a New World winery. Today, Banrock Station uses Eco-Mate which is a new environmental package. There is an increasing number of customers concentrating on convenience. Therefore, the predominant character of EcoMate is convenient means it is easily to squeeze out the air and retain wines or other things (such as fruits and vegetables) fresh, lighter as well as, because of its weight is only 1033 grams, compare to a liter of bottled wine, is 60% lighter. Because of this, it is helpful to reduce the cost of package and transport cost. When the cost is down, Banrock Station can easier to maintain competitiveness. In addition, it is 100 percent recyclable and is totally made of renewable materials. According to Miriam Leenders, who is the Global Marketing Manager of Banrock Station, the company is focus on the environmental conservation projects. As well as he claims, It was a natural progression to give our customers the choice to buy our wine in an enviro-pack(Ecomate makes Banrock Station even leaner and greener). 3. 2 Standardization of Bordeaux wine in Great Britain From the graph 2, it can be know that Bordeaux wine adopt cost leadership strategy, and standardize more than adapt in th UK. This part discuss why Bordeaux wine like to standardization in British market, particularly in two parts of marketing mix: promotion and product. Firstly, looking at the promotion. As Bordeaux wine is positioned internationally a luxury wine brand, it is considered an expensive wine by both French and British customers. What is more, there are three main distribution channels in France, which are supermarket and hypermarkets (with 49. 10% of market share by volume in 2009), on-trade channel (with 32. 70% of market share by volume in 2009), and specialist retailers, at 14. 3% (Wine in France, 2010). The story of distribution channel in British wine market is similar to the Frances. Meanwhile, the leader of distribution channel of that is also supermarket and hypermarkets, presenting 48. 10% of market volume. On-trade channel accounts for 18. 70% share of total volume, which followed by the specialist retailers, with 23. 60% share (Wine in the United Kingdom, 2010). Thanks to the similar product position and distribution channel between France and Great Britain, it can save cost of promoting products if standardize the promotion strategy, although there is a few of difference between them. Move to product of marketing mix, Old World constraints of strictly controlled appellations and wine making practices, Anderson (2003) says, in comparison, New world producer are free from this (like Banrock Station). As a consequence, it is more difficult to meet customer need for Bordeaux wine. Standardization of product is the direct and good way to save cost because the company can use same machines and employ same kind of works. These reasons contributing to Bordeaux wine export same wine products to the UK market. 4. Recommendation Facing lots of competitor, for Banrock Station, it is wise to make whites and reds go green which means the company focuses on environmental achievement and corporation social responsibility, this influenced by the Australian business guide which is Green is gold and has succeeded far beyond expectations for the brand, especially ture in Australia. Innovating EcoMate package is a good example. Because of this, the company sets up an environmentally friendly example among consumers, which will also add value the products and increase the brand reputation. A simple SWOT analysis gives the information that one of the strengths of Bordeaux wine is its brand (Stuart and Smith). Being an Old World wine producer, Bordeaux wine has a long history of making wine and has a good reputation. Therefore, Bordeaux wine can maximum the strength, such as in the package, make the brand name bright to attract consumers, then achieve more profit. In order to counter the growth of Old World, it is the time to give up the age -old production methods (Carol, 2010). References: Anderson, K. (2003). Wines New World. Foreign Policy, 136, 46-54. Australian wines in the British Wine Market: A Hedonic Price Analysis. (2004). Retrieved from http://0-web. ebscohost. com. library. newcastle. edu. au/ehost/resultsadvanced? sid=79c09e98-6add-4a64-ab77-252566211746%40sessionmgr4vid=5hid=15bquery=(UK)+and+(wine)+and+(supermarket)bdata=JmRiPWJ0aCZ0eXBlPTEmc2l0ZT1laG9zdC1saXZl A+ Australian Wine. (2011). Wine Regions. Retrieved from http://www. apluswines. com/en/wine-regions. aspx Charity alliances reap rewards. (2002,July 18). Marketing (00253650). Carol, M. (2007, April, 9). Bordeaux goes to the lab. Business Week (00077135) Ecomate makes Banrock Station even leaner and greener. (2008, Apirl). Food Magazine, p. 18. Glenn, B. John, O. (2009). Old World, New World, Third World? Reconceptualising the Worlds of Wine. Journal of Wine Research, 2010, Vol. 21, No. 1, pp. 57-75. Natures a big winner at the station. (2005, September 18). Sunday Mail, p. 103. Retrieved from http://0-web. ebscohost. com. library. newcastle. edu. au/ehost/detail? vid=36hid=113sid=1c156dcb-29d5-435c-ad42-1c5c046f5289%40sessionmgr114bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=n5hAN=200509181103212317. Pritchard, C. (2002 September). Making whites and reds go green. Marketing Magazine. p. 8. Rothfield, J. Wittwer, G. (2008). The Global Wine Statistical Compendium: 1961-2006, 4th ed, Australian Wine and Brand Corporation, Adelaide. Superleague bouquet (2003, July, 5). Economist, Vol. 368. Stuar, L. Smith,C. E. The Use of Quality and Reputation Indicators by Consumers: The Case of Bordeaux Wine. Unleash the war on terroir. (2007). Location: Economist Newspaper Limited Retrieved from http://0-web. ebscohost. com. library.newcastle. edu. au/ehost/detail? vid=11hid=11sid=412a3b9c-0ef9-4af5-9cf1-e84a85269894%40sessionmgr12bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bthAN=28033497 United Kingdom Food Drink Report. (2009). Location: Business Monitor International Ltd. Wine in the United Kingdom. (2004, October). Datamoniter: Wine Industry Profile. Wine in the United Kingdom. (2010, May). Datamoniter: Wine Industry Profile. Wine in France. (2010, May). Datamoniter: Wine Industry Profile.

My Mother - The Greatest Inspiration in My Life :: Personal Narrative

My Mother - The Greatest Inspiration in My Life When asked who their hero is, most people respond with the name of an athlete or an actress/actor. When asked who my hero is I would have to respond with a simple three letter word: mom. My mother has been the greatest inspiration in my life and is the main reason that I am where I am and who I am today. Born and raised in Richmond, Kentucky, I would like to introduce you to my mother, Vicki Grant. Currently the age of 47, Mom is the oldest of three girls. At the age of 36, mom decided to return back to college to obtain her nursing degree. This wasn’t a hard decision for her to make. The April before she enrolled in school my great grandmother passed away. This major dilemma played a major role in mom’s returning back to school. She had taken care of my great grandmother for months before she passed away, and decided that she wanted to make an impact on the lives of geriatrics. While in school, Mom didn’t have it to easy. Not only did she raise a daughter and take care of a husband, she had to deal with numerous setbacks. These included such things as my father suffering a heart attack and going on to have a triple by-pass, she herself went through an emergency surgery, which sat her a semester behind, and her father also suffered a heart attack. Mom not only dealt with these setbacks but she had the everyday task of things like cooking dinner, cleaning the house and raising a family. I don’t know how she managed it all, but somehow she did. In 1996, my mother graduated from Eastern Kentucky University with a baccalaureate of Nursing. Although it took her five years, we were still proud of her and all that she had accomplished. Today my mom is still working as a RN. Although she just quit her job at Berea Hospital, where she had been for 4 years, she is beginning a new style of nursing.

Presentation Week

Evaluating Sources of Information To evaluate my work I use the tools in the ICE, The Grammar and Writing guide that is there to help me develop my writing and communication skills. Also the Plagiarism paper checker to verify whether my sources are correct and I have not copied someone else idea. There are labs that you can access to help you with your sources if you're struggling on a particular assignment and live services that you can attend via the Weber and teleconference for about an hour.You have to commit yourself to owing the research and then utilize the tools within the library to assist you in determining the relevancy of your sources, by associating the main idea of your source to the main Idea of your paper. The plagiarism checker is a great tool to use In determining the text of your paper has not been copied or structured In a way that reflects another person Idea. To determine whether or not your source Is reliable depends In part on two key factors, the author and h is/her credibility In their field.Credible authors will cite their sources so you can check the accuracy of what they eve written and how they support their viewpoint. Also, are their views of a neutral nature, and in agreement with your subject, and do they coincide with your topic and main idea? Using the internet as a source can be tricky because it is difficult to determine who the author is, anyone can submit or change the content. Keeping to peer reviewed text is the most reliable, because they undergo a strict evaluation process. The library and Its sources has been a useful guide for me in my recent assignments and no doubt in future tasks.The checks and balances that It provides an and will assist you In submitting a quality paper and hopefully giving you an A paper. It Is Important to remember the effort and work you put In to writing a quality paper benefits you In the long run and strengthens your chances for academic success. These are the criteria I use in evaluating m y information. Presentation Week 5 By Jaguar source to the main idea of your paper. The plagiarism checker is a great tool to use in determining the text of your paper has not been copied or structured in a way that reflects another person idea.To determine whether or not your source is reliable depends in part on two key factors, the author and his/her credibility in their field. Process. The library and its sources has been a useful guide for me in my recent assignments and no doubt in future tasks. The checks and balances that it provides can and will assist you in submitting a quality paper and hopefully giving you an A paper. It is important to remember the effort and work you put in to writing a quality paper benefits you in the long run and strengthens your chances for academic

Alberta Tar Sands Sustainability Report - 1264 Words

Alberta Tar Sands Sustainability Report Introduction Tar sands are a combination of clay, sand, water, and bitumen. As a type of unconventional petroleum deposit, tar sands are found in many places worldwide, the largest deposits are found in Alberta, Canada. The Alberta tar sand deposits contain more than 70.8% of the world s reserves of natural bitumen which representing 40% of the world’s combined extra-heavy crude oil and crude bitumen reserves. It is the only bitumen deposits that are economically recoverable for conversion to synthetic crude oil at the price range of $25-$35 per barrel. Although substantial amount of the world s oil is in the form of tar sands, it is not all recoverable. Study shows that the world’s total natural†¦show more content†¦Resource Use: Grade: F First of all, the mining of bitumen burns enough natural gas every day that can heat 6 million homes. It takes more than 3 million barrels of fresh water a day to produce 1 billion barrels of bitumen, 2 tons of earth excavation and sand to make 1 barrel of bitumen, about 2 tons of tar sands are required to produce 1barrel of oil and then 90% of the polluted water are dumped in the world’s largest impoundments of toxic waste which are the tailing pounds along the Athabasca River. If tar sands growth goes unchecked an area the size of Florida will become a wasteland. A single incident, in 2008, 1,600 ducks died after landing in the tailing pounds of syncrude tar sands mine. It is not only destructive to ancestral lands, habitat, both on land and water but also causes enormous GHG emissions. Data shows that oil sands are Canada’s largest source of CO2 emissions. That being said, the development of tar sand oil will never be sustainable. Wealth: Grade: D The tar sand oil project mostly benefits the pipeline transport companies like Keystone and Enbridge. Even though the project does create job for the natives and locals, but the benefit to the people will never be even close to the social environmental cost that they put in, that Canadians put in. Governance: Grade: F The government has surrendered the fate of this resource-rich country toShow MoreRelatedKeystone Xl Pipeline Is Doing More Harm Than Good2341 Words   |  10 Pagesthan good. I. In the U.S, the Keystone XL Pipeline is doing more harm than good to the environment. A. Some people think the Keystone XL Pipeline could be environmentally damaging. 1. Production of oil-sands creates 17% more carbon pollution. 2. Environmental damage from a leak of heavy-oil-sands. B. Many people think the Pipeline could be contributing to global warming. C. The Pipeline will also result in environmental impacts during construction and operation. II. Some people believe that theRead MoreOil And Gas Industry : A Canadian Necessity2858 Words   |  12 PagesEqualization plan in which Alberta has not received a payment since the 1960’s. Although the oil and gas industry is detrimental to the environment, it is a necessity to the life the majority of Canadians take for granted and the notion that we can simply turn off the oil spigot and turn to natural resources without detrimental economic and societal impacts is unfounded, unrealistic, and without logic. Advocates for the end of the production of oil and gas in Northern Alberta and Saskatchewan claimRead MoreBp Sustainability Essay28986 Words   |  116 PagesSustainability Review 2010 bp.com/sustainability 2 A letter from our group chief executive / 4 How BP is changing 6 Gulf of Mexico oil spill / 14 How we operate / 22 Energy future 30 Safety / 34 Environment / 38 Society Within hours of the Deepwater Horizon accident, BP teams were working to stop the leak. We also acted to minimize the spill’s impact on the environment by containing, removing and dispersing oil offshore, protecting the shoreline and cleaning up oil that came ashore. And we