Wine & Riviera: business plan project

Résumé du document

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.

Extraits

[...] - Simplicity to find the best of Champagne and French, Spanish and Californian wine in the same time. - Save time, the store is closed to the public transport, Offices, and shopping streets. - Learn a lot about wine and how cook with wine. Competitors This part is going to present the different competitors in Dublin area, their strength and weaknesses. The part is divided in 3 parts: Profile, Position and Strength/Weakness. The competition in Dublin is located in Dublin City center (Dublin 8). [...]

[...] The customer can visit the store when he is in the city center after work, shopping, before to come back at home near the public transport station The store reduces the time to buy the wine thanks to the low distance between them and the store. The store is enough large to stock several type of bottle in the store, the customer who visit the store will find the bottle in enough quantity without to wait several days. The policy of when you want” permit to satisfied customer who would like several cases of wine the same days. The Customer service will be at the top, customer is really the King”. [...]

[...] The average price is around 9-15€/unit. The over services are relevant only for the Four first stores named in this session, because their how know is quite high and add value to the product. The Supermarkets (Tesco, Dunnes, SuperValue ) and Discounters (Aldi & Lidl) are not in kind of the competition, but they play an important role in the price war and on the position of the wine in Ireland. Their policies are to drop the prices to attract new customers in their stores, and to propose quantity discount to increase their economy of scale. [...]

[...] Long term vision and business development projections on the Ireland market and UK market. Loan Repayment in 4 years Financial Projection: Funding Requirement: 85,000 on 01/2010. See Gearing chart for the repayment of the bank loan. Company description Wine & Riviera is a Wine retailer, specialist of the quality wine and Champagne. The Company is based on the heart of the Dublin, Parliament Street, in Temple Bar to be closed to their customers and shopping streets. The products and services sell by the company are provided by expert and professional staff that guarantee a high level of quality to customer. [...]

[...] August: the deficit is due to the seasonality of the sales and the overheads and Training costs which are relatively high. September: The deficit is due to an increase of the costs (marketing). In the case where the projections are not met, the company would analyze the financial and market situation to operate a bank overdraft or a new loan. However, if the situation would show that the business is not sustainable and profitable, the company would sell the asset to repay creditors and the legal obligations. [...]