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Wine & Riviera: business plan project

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documents in English
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Type
case study
Pages
35 pages
Level
General public
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  1. Company Description
    1. Products and services
    2. Long Term Aim of Business
    3. Objectives & Mission
    4. CSF
  2. Market Analysis & Competition
    1. Demand and Market data
    2. Targeted shares
    3. Market trends
    4. Competitive advantage
    5. Benefit to client
  3. Competitors
    1. Profile
    2. Strengths and Weaknesses
    3. Position
  4. Marketing/Sales Strategy
    1. Marketing Objective
    2. Marketing Strategy
  5. People & Structure
    1. Organization Chart
    2. Management
    3. Staff and Partners
    4. HRM
  6. Operational Approach
    1. Company Division
    2. Business process
    3. Facilities
    4. Equipment
    5. Operational database
  7. Financial Strategy
    1. Financial Objective
    2. Financial Policy
    3. Key assumption
    4. Financial presentation
    5. Profit and Loss Account
    6. Projection Cash Flows
    7. Funding Requirement
  8. Document Structure
    1. Index
    2. Referencing
    3. Primary Research
    4. Production Map

The company is considered to be a top end retailer of wine and champagne in Dublin City center, and in addition the company provides tasting session. The wines are made in France, Spain and California and sold in Parliament Street, in Dublin. The products are selected for their top quality and the how-know of their producers in the vineyards. The services provided here are not available elsewhere in Dublin area. The value of the company lies in the advice and the top quality services from the staff and the excellent quality of its products.

The wine market in Ireland has grown despite the recession and the regulators, the sales of wine and champagne keep increasing whereas other types of alcohol fall or stay at the same level. The market is well oriented for wine and champagne. The competition in the top end niche is tight and not powerful by its brand image. The competition focuses on the low price and low quality products.

The marketing strategy is based on the service to customer and the high quality product. The company's strategy is based on the differentiation in leadership. With the fragrance and special atmosphere of the shop, the care and the expertise of the staff, the customers feel comfortable.

The management team is composed of Guillaume Pitsch (Future Owner), Bachelor degree in Business from Griffith College of Dublin, and former manager of a wine shop in Paris, France. Aliaume Margeon (son of the famous wine steward of the Plaza Athenee, Gerard Margeon, Paris), has a bachelor's degree in Hospitality and was a former hotel and bar manager in London and Cambridge, UK. Mr. Margeon assists Mr. Pitsch to choose and implement the business with his expertise, and will be the wine steward during the period of the start of the business.
Sum up:
? Top end retailer of Wine and Champagne.
?Top quality with respect to the products and services
?Increase in the market and the competition on top-end retailers
?Strategic place of the city center, good business process and low financial risk
?Management team: dynamic, motivated, and experienced in business.
?Profitability since the second year of activity.
?Long term strategy basis for short-term profitability, reputation and brand image first for customer loyalty and high yield investment in second.
?Long term vision and business development projections on the Ireland market and UK market.
?Loan repayment in four years

Wine & Riviera is a wine retailer, and a specialist of quality wine and champagne. The company is based in the heart of the Dublin, Parliament Street, in Temple Bar close to its customers and shopping streets. The products and services are provided by expert and professional staff who guarantees a high level of quality to the customer. The wines come from France, Spain and California, the three Mediterranean regions where the sun and the lands are considered to be a wine paradise. The selection of wine is based on the prestigious wine makers, the vintage, and the particularity of the wine. The selection is hard to supply with respect to the top range to the customers. The champagne comes from Reims (Champagne's capital, France) and the selection is based on the quality.

[...] The Supermarkets (Tesco, Dunnes, Super Value) and Discounters (Aldi & Lidl) do not pose any kind of competition, but they play an important role in the price war and on the positioning of wine in Ireland. Their policies are: to drop prices to attract new customers into their stores, and to propose quantity discount to increase their economy of scale. Marketing & Sales Strategy The marketing strategy is very important in the context of recession and new ventures in Dublin, on a market that is not fully mature. [...]


[...] Training Year Wine course and development of the staff knowledge about wine. (http://www.wineboard.ie) Training Year Communication course and champagne know-how course. (http://www.professionaldevelopment.ie) Training Year Tasting of prestigious wine and certification of excellence at the wine and food academy, London, England. (http://www.winefoodacademy.com) The training courses are very important for the staff and the company. The staff is paid during the training. Source: http://www.winebusiness.com/wbm/?go=getArticle&dataId= Salary policy The policy about the salaries and the wages follows the following rule: The gross salary is a fixed base linking the company and the employee (10000 p.a for Shop manager and 8000 p.a for the assistant). [...]


[...] The management team is composed of Guillaume Pitsch (Future Owner), Bachelor degree in Business from Griffith College of Dublin, and former manager of a wine shop in Paris, France. Aliaume Margeon (son of the famous wine steward of the Plaza Athenee, Gerard Margeon, Paris), has a bachelor's degree in Hospitality and was a former hotel and bar manager in London and Cambridge, UK. Mr. Margeon assists Mr. Pitsch to choose and implement the business with his expertise, and will be the wine steward during the period of the start of the business. [...]

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