BUSINESS OPPORTUNITY PROJECT

Business Opportunity Project

Table of Contents

Business Overview1

The Company1

The Industry1

The Products1

The Service2

Ownership, Management and Personnel2

Business Management3

Strengths3

Weaknesses5

Opportunities5

Threats6

Marketing Analysis7

Growth7

Market Share8

Competition8

Marketing Strategies9

Targeting Consumers9

Three Marketing Principles9

Financial Analysis and Projections10

References13

Business Opportunity Project

Business Overview

The Company

Uva Sabrosa Winery is a small family owned and operated vineyard and winery located outside of Volga, South Dakota. The company, which is owned and operated by husband and wife team, Jack and Sally Brendon, commercially opened on November 2, 2007 after receiving its official license as a South Dakota farm winery. By identifying the strengths and weaknesses within the company, Uva Sabrosa Winery is able to assess its business processes and operations. The company is able to recognize areas that require improvement and capitalize on areas in which it excels.

The Industry

The wine industries both in the United States and in South Dakota have grown steadily in recent years and are expected to follow similar trends in the future. Uva Sabrosa Winery competes primarily in the wine industry in South Dakota and has developed a niche in the industry for South Dakota produced wines. By assessing the opportunities and threats potentially posed by the industry, Uva Sabrosa Winery is increasing its awareness and actively improving its competitive market position.

The Products

Uva Sabrosa Winery produces nine wines that are available regularly at the winery and at twenty-two retail outlets around the state. An additional five wines are offered as specialty wines during particular seasons or for particular occasions. Another eight wines are currently being developed and tested in the marketplace. Uva Sabrosa Winery produces all of its wines from fruits and vegetables grown in South Dakota. While the company does produce some of its own grapes, most of the products used in the wine are purchased from growers around the state. In addition to wine, Uva Sabrosa Winery also offers a secondary product line of gifts, accessories and memorabilia featuring the company logo. These items are available in the sales and tasting room on-site at the winery.

The Service

Uva Sabrosa Winery strives to offer its guests a unique experience while visiting the vineyard and winery by promoting an open and welcoming atmosphere. The goal of the owners is twofold: to provide their guests with a quality bottle of wine at an affordable price as well as to educate and encourage a new appreciation for the grape growing and winemaking process. To do this Uva Sabrosa Winery offers tours and tastings regularly to both private parties and impromptu visitors.

Ownership, Management and Personnel

Uva Sabrosa Winery is owned and operated by husband and wife team, Jack and Sally Brendon. The two have had an interest in winemaking for more than twenty years and are the founders of the rural business. Jack Brendon is primarily the vintner and cellar master while Sally Brendon serves as the marketing and sales coordinator. The company employs several university students from South Dakota State University in Brookings, South Dakota each year as interns. These students fill positions in the sales and tasting room as well as in ...