Premium Essay

Vincor

In: Business and Management

Submitted By jcrapp
Words 1356
Pages 6
Table of Contents

Problem Statement………………………………………………………………………… 2

Situation Analysis…………………………………………………………………………... 2

Market and Segmentation Analysis……………….…………………………………. .. 3

Key Factors ………………………………….……………………………………………. 3

Alternative Analysis………………….…………………………………………………….. 3

Recommendations ………………………………………………………………….…….. 7

Action Plan…………………………………………………………..…………………..... 8
Problem Statement:
Vincor must choose the best product characteristics, positioning, branding, packaging and distribution strategy to introduce their new alcoholic beverage product in the refreshment market.
Situation Analysis • Objectives: • • Vincor’s objective is to have at least a 3-year lifespan in the market, since this would be considered ‘successful’ in the refreshment industry. Unsuccessful products were pulled from the shelves within their first year. 1 • • Background: In 2004, Vincor was the world’s eighth largest producer and distributor of wine and wine-related products. In Canada, Vincor was the market leader with 21% market share. The refreshment category was an important part of Vincor’s business in Canada, and was driven primarily by its Vex and Grower’s Cider brands, each of which sold nearly one million cases in 2005.1 In 2004, refreshments were a $230 million dollar industry in Canada. However, the refreshment category within the alcoholic beverage industry shrank by 6% year over year. Each province has one buyer and one primary source for distribution. The monopsonistic nature of the distribution channel added pressure to the launch of a new brand. The industry is extremely dynamic and trendy market, so new brands and brand extensions were launched every year. Being in a highly competitive industry and with customers willing to try out new brands, the company needs to be...

Similar Documents

Premium Essay

Vincor

...VINCOR PROJECT TWIST Product Management Prof. Ramesh Venkateswaran Case Submission By: Group B2 Job K Joseph Shaileshkumar Goyal Gaurav Barman Amit Tyagi Hitesh Garg Karthik Swaminathan 2008027 2007053 2008081 2008074 2008085 2008088 Group B2 7/31/2010 7/31/2010 Contents Contents......................................................................................................................2 Introduction..................................................................................................................3 Background..................................................................................................................3 Analysis........................................................................................................................4 Refreshment Beverage Market in Canada.................................................................4 Should Vincor launch a new refreshment beverage?................................................4 Is Vincor well equipped to launch a new refreshment beverage?.............................5 What kind of a beverage should Vincor launch?........................................................6 RECOMMENDATIONS....................................................................................................8 Marketing Objective..................................................................................................8 Entry Strategy........................................................

Words: 2217 - Pages: 9

Free Essay

Vincor

...dwindle. Another key motivating factor to launching a new product isthat coolers, industry wide are a seasonal business. Most sales occurred between May andSeptember, during the Canadian spring and summer.Bolliger noted that since the seasonaltimeline was so finite that being a week or two late would directly impact the bottom line andresult in a loss of real dollars. To prepare for a proper product launch, companies typically began preparing 10 to 12 months ahead of a new product launch. The proceed by conducting researchduring the spring and summer, pitching the retail trade in the fall, and finalizing production anddistribution in the winter in order to have the new product on the shelves for the first of April.b. Cultural implications for Vincor around the launch of a new refreshments product.Kertz is facing some resistance from the sales teams in launching a new product. The firstmajor cultural implication for the sales team is that the new product will cannibalize the current products. Sales reps feel that the company should be focusing on...

Words: 784 - Pages: 4

Premium Essay

Vincor Project Twist

...Vincor: Project Twist Report Feb 13, 2014 Karen Stanley, Olivia Pratile, Alexandra Carlow, Caitlin Tizzard, Lorena Reyes Table of Contents Company History Case Background Key Issues and Decisions Market Characteristics Competitive Landscape Analyses SWOT Analysis PEST Analysis Porter’s Five Forces Challenges Case Synopsis Alternative Recommendations Final Recommendation Epilogue Company History Vincor’s history can be traced back to 1874 with the establishment of the Niagara Falls Wine Company, founded by Thomas Bright and Francis Shirriff. Over the years, a number of Ontariobased wineries were established, eventually amalgamating into three large companies. In 1993, these companies; Cartier, Inniskillin and T. J. Bright, merged together to form Vincor. As of 2004, Vincor was the world’s eighth largest producer and distributor of wine and wine-related products. Case Background Vincor: Project Twist details the decisions that Vincor’s marketing team had to make in order to create a new alcoholic beverage to bring to the market. This task was challenging due the fact that “what’s trendy today may not be trendy two years from now,” as stated by Vincor’s marketing manager Kelly Kretz. Key Issues and Decisions The key issue in this case was coming up with a concept for a new alcoholic beverage product. Decisions to be made in regard to the product included: product characteristics, positioning, target market, branding, packaging and distribution strategy,......

Words: 5261 - Pages: 22

Premium Essay

Vincor and the Wine Industry

...Wine Industry and Vincor Vincor International Inc. is in the business of selling premium wine to discerning wine drinkers. The company relies on its firm resources and capabilities from which it derives its distinctive competencies. These include the ability to produce market and distribute premium New World wines to a growing market of customers around the world. The total estimated world market is worth approximately $190 billion dollars (U.S.). Vincor’s strategy is based on its distinctive competencies (such as world renowned wine making experience, vineyard development and ownership, and the ice wine product/brand) and centres on an acquisition and takeover formula (sometimes with a joint venture component). The company believes that in a highly fragmented wine industry the only companies that are going to survive, grow and maintain a competitive advantage are those that can rationalize their cost structures, achieve economies of scale and control their distribution channels effectively. Synergies in marketing, sales forces, administration and other overhead factors can drive down per unit costs and make Vincor more efficient. By lowering its cost structure, Vincor can pass lower costs to consumers and gain market share in a global market place. Vincor has surmised that the best way to do this is expand, through a combination of equity and debt financing to take over competitors, whenever there is a good “strategic fit.” The industry in which Vincor operates......

Words: 1672 - Pages: 7

Premium Essay

Vincor Case Bro

...Vincor: Project Twist Report Feb 13, 2014 Karen Stanley, Olivia Pratile, Alexandra Carlow, Caitlin Tizzard, Lorena Reyes Table of Contents Company History Case Background Key Issues and Decisions Market Characteristics Competitive Landscape Analyses SWOT Analysis PEST Analysis Porter’s Five Forces Challenges Case Synopsis Alternative Recommendations Final Recommendation Epilogue Company History Vincor’s history can be traced back to 1874 with the establishment of the Niagara Falls Wine Company, founded by Thomas Bright and Francis Shirriff. Over the years, a number of Ontariobased wineries were established, eventually amalgamating into three large companies. In 1993, these companies; Cartier, Inniskillin and T. J. Bright, merged together to form Vincor. As of 2004, Vincor was the world’s eighth largest producer and distributor of wine and wine-related products. Case Background Vincor: Project Twist details the decisions that Vincor’s marketing team had to make in order to create a new alcoholic beverage to bring to the market. This task was challenging due the fact that “what’s trendy today may not be trendy two years from now,” as stated by Vincor’s marketing manager Kelly Kretz. Key Issues and Decisions The key issue in this case was coming up with a concept for a new alcoholic beverage product. Decisions to be made in regard to the product included: product characteristics, positioning, target market, branding, packaging and distribution strategy,......

Words: 5261 - Pages: 22

Premium Essay

Vincor Project -Twist Case

...TABLE OF CONTENTS Case Study – Vincor: Project Twist Executive Summary………………………………………………………………………………………..………….…….2 Problem Statement………………………………………………………………………………………………………….2 Situation Analysis………………………..…………………………………………………………………………………..2 Background…………………………………………………………………………………………………………2 Objectives………………..………………………………………………………………………………………..2 S.W.O.T. Analysis………..…...…………………………………………………………..……………………………….3-4 Market Analysis………….....……………………....…..…..…………………………..……………………………….4 Competition Analysis….......…………………………....…..…………………………………………….4 Positioning Map….......…….………………………....…..…..……..……..................................5 PESTE………...….......…….………………………....…..…..…………..……..................................5-6 Consumer Analysis…...…….………………………....…..…..……………………………………………7 Case Keys.…………………………………...…………………………………….………………………………………….8 Alternatives……………………...…………………………………...…………………………………………………….8-9 Recommendation………………..…………………………………...…………………………………………………9-10 Action Plan…………………………………………………………...………………...………………………………….10 Short term………….………………………………………………………...………………………………..10 Long term……………………………………………………………………..………………………………..10 Contingency Plan……………..……………………………………...………………….................................10 Market Segmentation Chart- Appendix A……………………………………………………………………11-12 Pricing Options Chart- Appendix B……………………………………………………………………………..13   Executive Summary: Vincor, world-renown for its production and distribution of wine and wine-related products,...

Words: 3276 - Pages: 14

Premium Essay

Business Law

...STRATEGIC DILEMMAS OF A SMALL MARKET PLAYER: THE CANADIAN WINE INDUSTRY Judith J. Madill Eric Sprott School of Business, Carleton University 1125 Colonel By Drive, Ottawa, ON, Canada, K1S 5B6 +1 (613) 520-2600 Ext. 8014 Fax: +1 (613) 520-4427 e-mail: Judith_Madill@carleton.ca Allan L. Riding Eric Sprott School of Business, Carleton University 1125 Colonel By Drive, Ottawa, ON, Canada, K1S 5B6 +1 (613) 520-2394 Fax: +1 (613) 520-2363 e-mail: al_riding@carleton.ca George H. Haines, Jr. Eric Sprott School of Business, Carleton University 1125 Colonel By Drive, Ottawa, ON, Canada, K1S 5B6 +1 (613) 520-2600 Ext. 7487 Fax: +1 (613) 520-4427 e-mail: george_haines@carleton.ca Abstract This paper undertakes an analysis of the strategic situation of the Canadian wine industry. A very small player by world standards, Canadian wineries face intense and intensifying competition within the domestic market. The demand side of this market is dominated by a small number of large provincial monopoly retailers. The supply side comprises five substantial firms that account for ninety percent of total wine production and a large number of very small wineries. The Canadian competitive environment is characterized by strong historical reputations of (and consumer preferences for) Old World wines, economies of scale and technology associated with New World wines, (at best) stable per capita wine consumption patterns, rapid increases in both the number of domestic wineries and land under......

Words: 9606 - Pages: 39

Free Essay

Cb-Annual Report 2011

...2011 Annual Report at every occasion chaiRman’S letteR In an era of constant, rapid and unpredictable change, the concept of staying the course, especially in business, can seem like an impossible mission. It takes strong and confident leadership, a clear and focused strategy and a team of talented people who are willing to go the distance in order to achieve the goal. Since fiscal 2010, the goal at Constellation Brands has been a singular one: profitable organic growth. During this period, we have embarked on an evolutionary journey that has taken us from a collection of stellar brands and acquired businesses to a highly disciplined and tightly aligned company that is, at every occasion, capitalizing on company-wide efficiencies and best practices to strengthen our operations, our people and our brands. Our fiscal 2011 results serve as a shining indicator that our collective efforts are paying off. More importantly, they validate the importance of staying true to one’s commitments. At Constellation Brands, our commitments are unwavering…to continue to grow our business and our premium brands, to enrich the communities where we live and work and to elevate life with every glass raised. These commitments are being realized every day because of our people, who are among the best and brightest in the industry. Dedicated, innovative and determined, our employees have stayed the course through unexpected challenges and increasingly higher expectations placed on them. We......

Words: 59029 - Pages: 237

Premium Essay

Bbsoo

...Jeff Abbott Director of Operations Exel Americas 1400 Church Street South Pickering ON L1W 4C1 Phone: 905-428-9947 x200 Fax: 905-428-8252 E-mail: Marlene Adams Director of Purchasing Baffinland Iron Mines Corporations #1016 - 120 Adelaide Street West Toronto ON M5H 1T1 Phone: 416-814-3888 Fax: 416-364-0193 E-mail: Jason Adlam Director, Sales and Customer Service CHEP Canada Inc. 7400 East Danbro Crescent Mississauga ON L5N 8C6 Phone: 905-789-4213 Fax: 905-789-4279 E-mail: Stephen Aikman Sr. Manager, Client Strategy RBC Royal Bank 320 Front Street West, 4th Floor Toronto ON M5V 3B6 Phone: Fax: E-mail: Thomas Aldred General Manager Schenker Logistics Inc. 1920 Albion Road Rexdale ON M9W 5T2 Phone: 416-798-8070 x235 Fax: 416-798-4416 E-mail: Desmond Ali Warehouse Manager USANA, Canada Co. 1 & 2 - 361 Rowntree Dairy Road Woodbridge ON L4L 8H1 Phone: 905-264-7549 Fax: 905-264-9873 E-mail: Sabina Ali Customs & Traffic Manager Conair Consumer Products, Inc. 100 Conair Parkway Woodbridge ON L4H 0L2 Phone: 905-265-4533 Fax: 905-265-4595 E-mail: Anthony Allwood President Systems Logic 4 - 62 Plant Farm Blvd. Brantford ON N3S 7W3 Phone: 519-758-5426 Fax: E-mail: Jay Amer VP, Business Development OEEDC - Greater Peterborough 210 Wolfe Street Peterborough ON K9J 2K9 Phone: 705-743-0777 x2125 Fax: 705-743-3093 E-mail: Jill Anderson Senior Managing Consultant IBM Canada 127 Wimbleton Road Etobicoke ON M9A......

Words: 12155 - Pages: 49