Robert Mondavi winery, Californian Company

Résumé du document

The Robert MONDAVI Winery is an old institution which has a lot to develop in the wine industry in the United States, and also to develop a strong relationship between the United States of America and France. In order to be awarded for his work, Robert MONDAVI received in 2006 the 'Légion d'honneur' which is the highest French presidential honor and also received the 'Ellis Island Family Heritage Award' for contributing to the American experience. The company was created in 1966, and the first competitive positioning that the vineyard wanted was to produce 'wines that would rival the finest wines of Europe'. This positioning has been reinforced when the vineyard won the first price of the Historic Paris Tasting in 1976 for the 'Cabernet Sauvignon'. The values of the company are excellence, innovation and creative spirit. The company sells different kinds of wines, the first was a sort of Sauvignon Blanc called 'Fume Blanc'.

Extraits

[...] France is also very concerned about these environmental issues. Legal: intellectual property, direct and indirect legislation This part of the PESTEL matrix deals with logo, pictures, design and everything that make a brand recognizable to the customers. The Consumer and the Competition (External In order to determine the consumers, we use the 6 W's: who, what, when, where, why and how. In order to explain and target the consumers, I will answer to these questions (on the French market). Who?: Everybody in France; it is a quite huge opportunity market because almost every French people drinks wine one's a week and according to my experience, from 50% to 60% drink wine almost everyday. [...]

[...] I will not explain again this information about the company because you can find it before but the thing that I can say is that it is an international company with a quite small size: from 21 to 50 employees[11]. We can talk also about the stock options of the company. This is a quote from the University of Washington Business School case study: Company went public in June 1993 at $ 13.50 per share; a secondary offering was completed in August 1995 at $ 19.375 per share. Of approximately 16 million shares outstanding in 2001, about 8 million are traded on NASDAQ under the symbol MOND and members of the MONDAVI family hold the remainder. [...]

[...] - Sauvignon Blanc: we can find this production in the Stags Leap District and in the retail shops for this price: from $ 23.00 to $ 40per Bottle. - Reserve Cabernet: from $ 125 to $ 150 per bottle - Cabernet Sauvignon: this wine can be found in the Napa Valley. It is a crossover of 85% Cabernet Sauvignon Cabernet Franc Merlot Petit Verdot Malbec, and Syrah. In retail stores, we can buy it from $ 28 to $ 85. - Pinot Noir: the production takes place in the two following vineyards: Carneros and Hyde Vineyard. [...]

[...] The vineyard is well known for that way of thinking. The second positioning of the vineyard was about nature and environmental issues: he was the first to use a “natural farming approach to the cultivation of estate vineyards”[4]. He knew that an aggressive agriculture would bring bad consequences and impacts on the environment and on the wine production quality. For example, in 1995 his company and the Napa County Resource Conservation District created in partnership the Napa Sustainable Winegrowing Group (NSWG). [...]

[...] This very special wine is sold from $ 27 to $ 60. - Zinfandel: this is a not a well known wine and they do not speak a lot about it on their website but it is quite a good wine if we refer to the price: $ 35 per bottle. - Moscato d'Oro: this product is not the pathfinder of the company but this wine is sold between $ 22.00 and $ 25.00 per Bottle. - Boomerang: the price, $ 45 per bottle, comes from the fact that it is a particular product of the winery and not produced a lot Syrah Cabernet Sauvignon and Petit Verdot). [...]