...Ceja vineyards entrance into the distribution market of the winery may be faced with several forces from competition. The first is a threat as a new entrant. As a new entrant targeting the U.S. Hispanic consumer segment, may require Ceja to revamp their premium wine Ceja is known for. The may incur substantial incremental promotional expenses, and they may lose their rapidly growing sales channel of their wine buying club.1 Ceja access to distribution channels can be a barrier to entry also, because of the new entrants’ need to obtain distribution for its product. As a new entrant they may have to persuade the distribution channels to accept its product by providing extra incentives which reduce profits. 2 There is also the threat of the same products being offered at a cheaper price that are easily used in the same manner. Ceja wine is typically to be enjoyed with Mexican cuisine. Another vinery may offer the same brand of wine at a cheaper cost and is easily accessible in various markets. The lower the prices of substitutes and the higher the quality and performance of substitutes, the more intense are the competitive pressures posed by substitute products. 2 Bargaining power of the customer, why should someone chose Ceja? Ceja uses grapes that are grown in their own vineyard. Ceja produces enough grapes that they currently This paper is still a work in progress, be patient with me as I try to collect more information to finish this paper. I hope to gather further information...
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...Vineyard Manager Traits: * Detail Oriented * Leader * Reliable Responsibility: * Ensure that all necessary equipment is on site and in good operating condition prior to work * Monitoring the health of the grapes, recommending best practices for viticulture, and maintaining records for the vine performance. * Managing and training other general vineyard staff, seasonal staff and liaise with contractors who come in to work during the year * Development of an annual plan and budget for vineyard operation * Enforcing company policy; ensure that every job or task is safe for the employees; supervise to make sure all work is carried out correctly; assist the workers and treat them with respect * Search out and evaluate vineyard problems and make recommendations that provide effective, timely and economic solutions and deliver quality grapes Qualification & Skills: * A Bachelor’s degree in viticulture or related fields * 5-10 years of experience working in the field and included at least one year of supervisory experience * Knowledge of, and ability to operate heavy machinery and farming equipment essential and ability to lift/carry weights of up to 50 pounds * Applicants must have a valid driver’s license at the time of hire. * Demonstrated leadership and decision-making skills * Strong interpersonal and oral communication skills * Strong computer skills and the ability to multi-task * Bi-lingual (English...
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...Summary “An Ill Wind Off Cape Cod” published in the New York Times by Robert F. Kennedy Jr. , claims that wind power in general is good, but not off of Cape Cod. He starts off the article by talking about how other environmentalists are attracted to the Cape Wind Project because of the money. This includes the size and location of the turbines and how many turbines there will be. Kennedy introduces the three harms of the Cape Wind project, which are environmental, economic, and social harm. He shows evidence of environmental harm by stating that the turbines will endanger many local and migrating animals. Kennedy shows evidence of economic harm by stating that the wind turbines will damage many small businesses. Kennedy shows evidence of social harm by stating that the turbines will cause a decrease in tourism and the value of Cape Cod. He ends the article by proposing an alternative to prevent the three harms by building the wind turbines further offshore. Citation Kennedy, Robert F. "An Ill Wind Off Cape Cod." The New York Times. N.p., 16 Dec. 2005. Web. 24 Sept. 2015. Precis In the OP-ED article “An Ill Wind Off Cape Cod” by Robert F. Kennedy,(12/16/2005),he states that he supports wind power in general, but not off of Cape Cod. Kennedy supports his thesis by using facts, statistics, personal opinions, expert opinions and examples throughout the article. His purpose in the article is to persuade and take a stand for why he does and does not approve of the Cape Wind...
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...the Jamestown settlers have made wine. The first settlers were very ambitious and in 1619, they signed into law a requirement that stated that each male settler had to grow at least ten grape vines. The initiative taken by these settlers faced major drawbacks as the vines from Europe such as vinifera were attacked by pests such as Phylloxera and several diseases. The tobacco business that was booming at the time made the settlers lose faith in the wine business. Fine wine was a rare commodity only to be sourced from Europe but since brandy, beer and whisky were in plentiful, the settlers saw no need for wine. One settler, Thomas Jefferson never gave up. He cultivated European grapes for a period of more than 30 years in his Monticello vineyards. He never got lucky and never produced a single bottle of wine. George Washington too tried for 11 years and achieved nothing. Success came in 1820s, when wine was made from Native American grapes. At the Vienna World’s fair in 1973, the Virginia Norton wine was identified as ‘the best wine of all nations’. In 1889, at the Paris World’s Fair, Virginia Norton wine received a gold medal. This new discovery that the European and native vines could be grafted gave the Virginia’s wine industry a boost. The Virginia’s wine industry faced a major challenge in the early 20th century when the Prohibition came into place. After the Prohibition’s repeal, the industry took some time to bounce back. In the 1950’s, the experiments done on Vinifera...
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...Marketing and Multicultural Business, Fall 2015 Group Case Assignment Ceja Vineyards: Marketing to the Hispanic Wine Consumer? This group assignment is based on the Ceja Vineyards case, information on the company’s website and any related posted articles. Your analysis should run no more than 7 pages in total, 1 ½ - double spaced in Word excluding appendix exhibits. Assume that your team has been hired by Amelia Ceja, president of Ceja Vineyards to help them develop an updated marketing plan for their business. Key to the development of the marketing plan is the selection of the optimal target market. Your evaluation of current issues and opportunities, and plan recommendation will consist of your responses to the following key questions listed below. 1. To help the company set their strategic direction, complete an evaluation of where the company is now and where they should be going. a. Where They Are Now (note that discussion of competitive set will be tabled in this instance) i. Customers - summarize their key customers, and what genuine values and benefits Ceja provides them ii. Competencies – what are Ceja’s special capabilities? iii. Competitive Advantage – what is/are Ceja’s unique strength(s) relative to the competition? b. Where They Should Go i. Using a market-product analysis, what approach would best serve Ceja at this juncture of their business? Why do you think this? 2. Ceja Vineyards is currently pursuing a strategy of narrow market with differentiated...
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...Ceja Vineyards Recommendations There are many different routes the Ceja Vineyards can go that may be beneficial to the company. I came up with a few options. Option 1: The target group that will be marketed towards is the Generation Y and Millennial group. Use of the Internet and social media will be used to promote the company as well as draw in new customers who are excited about the business. This group of people may be a little bit price sensitive, making it difficult to find the perfect price and bring in as many people as possible. Option 2: The focus can be on expanding the loyalty and membership benefits of the current program. There has been steady growth and an increasing demand. One downfall of this is that there will be deals, discounts, and promotions, which will drop the price of wine and limit the amount of money being taken in. Also, the current members do not fit under one certain demographic, so it’s tough to do the research needed. It will be very difficult to measure the certain statistics needed to really understand if this is the best option. Option 3: Wine lovers and connoisseurs are the target market. This can be done by offering the same lines of wine that these people usually buy. Since this group of people is not price sensitive, there will not need to be a drop in price or deals and discounts in order to draw them in. To spread the word, they can promote using the internet and social media, highlighting the unique...
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