1. Background to the business
This is a real business: it’s a wine/oenological laboratory. The company was founded in May 2006 but the 2 owners actually started it in 2004 as self-employed. Its main activity (87%) is to analyse local grapes used in the production of local (in the Biscay area) wines called txakolis and cider. They also provide consultancy on food safety and quality and training courses on food safety and quality systems (ISO 9001/2000). Now they’re considering expanding their business and investing in R+D projects and want to work on the strategic plan for the following three years (2012-2015)
2. Analysis of market, trends and opportunities
trends relating to your business in your country/area
There’s a general feeling of the need for constant improvement in the processes and the quality of the final product in both the wine laboratories and the producers of txakoli. That’s the reason why they want to expand their business and invest in R+D
your unique selling point/ nature of your product
Very local, so far mainly focused on oenological analysis of local wines (txakolis) and ciders in the region of Biscay in the Basque Country.
PESTLE analysis
POLITICAL: there may be new legislation regarding the need for traceability in the field of food production and distribution. It would open a new business area for A-----N.
ECONOMIC: foreseen considerable growth in the production of txakoli due to the access to new soils through the conversion of land used for agriculture, livestock and forestry to land for wine uses; concentration of bodegas/wine cellars in order to be able to increase their investments on technology and marketing.
SOCIOLOGICAL: constant improvement in quality, taste, ...: new needs
TECHNOLOGICAL: technological improvement of the equipment in the wine laboratories
LEGAL: there’s an increased requirement for laboratories to be accredited according to the quality system ISO 17025 and for the whole production process to get a quality award.
ENVIRONMENTAL: greater importance of the Social (environmental) Responsibility of the companies.
SWOT analysis
STRENGTHS: experience (6 years in the market); good reputation in the sector for quickness (24 hour deadline) and precision in the results; commercial network; research network; economic agreement with the governing body of Biscay; entrepreneurial spirit
WEAKNESSES: very scarce economic profit so far; need for investment in the mechanization of the procedures; most of the work concentrated during the wine season (very high peak-difficult to meet the demands); too strong dependence on the governing body of Biscay as their main client (60%); sales are very seasonal.
OPORTUNITIES: institutional support to the expansion of A-----N; market in need of constant improvement: new needs; foreseen considerable growth in the production of txakoli; txakoli producers are compromised to improve the quality of their product; technological improvement of the equipment in the wine laboratories.
THREATS: market in need of constant improvement: new needs; foreseen considerable growth in the production of txakoli; txakoli producers are compromised to improve the quality of their product; risk not to be able to keep the 24 hour delivery deadline; some public competitors offer cheaper prices.
Innovative and sustainable opportunities
There’s a general feeling of the need for constant improvement in the processes and the quality of the final product in both the laboratories and the producers of txakoli. They have the institutional support of Biscay regional government.
3. Vision, aims and objectives
Mission: To become the referent oenological (study of wine) laboratory in the Basque country by providing a quality, customer-oriented and environmental conscious service and at the same time being able to generate market profitability.
Objectives:
To increase the profitability of A-----N with the same quality in the service.
Increase their market share, so that they become less dependent on the regional government of Bizkay and the seasonal incomes.
Invest on Innovation in all the fields:
a. Technological equipment
b. Development of services and methodologies
4. Needs
1. For investment in technological equipment to be able to improve the quality of the service, increase the offer and develop research lines in order to improve the oenological analysis.
This is a real business: it’s a wine/oenological laboratory. The company was founded in May 2006 but the 2 owners actually started it in 2004 as self-employed. Its main activity (87%) is to analyse local grapes used in the production of local (in the Biscay area) wines called txakolis and cider. They also provide consultancy on food safety and quality and training courses on food safety and quality systems (ISO 9001/2000). Now they’re considering expanding their business and investing in R+D projects and want to work on the strategic plan for the following three years (2012-2015)
2. Analysis of market, trends and opportunities
trends relating to your business in your country/area
There’s a general feeling of the need for constant improvement in the processes and the quality of the final product in both the wine laboratories and the producers of txakoli. That’s the reason why they want to expand their business and invest in R+D
your unique selling point/ nature of your product
Very local, so far mainly focused on oenological analysis of local wines (txakolis) and ciders in the region of Biscay in the Basque Country.
PESTLE analysis
POLITICAL: there may be new legislation regarding the need for traceability in the field of food production and distribution. It would open a new business area for A-----N.
ECONOMIC: foreseen considerable growth in the production of txakoli due to the access to new soils through the conversion of land used for agriculture, livestock and forestry to land for wine uses; concentration of bodegas/wine cellars in order to be able to increase their investments on technology and marketing.
SOCIOLOGICAL: constant improvement in quality, taste, ...: new needs
TECHNOLOGICAL: technological improvement of the equipment in the wine laboratories
LEGAL: there’s an increased requirement for laboratories to be accredited according to the quality system ISO 17025 and for the whole production process to get a quality award.
ENVIRONMENTAL: greater importance of the Social (environmental) Responsibility of the companies.
SWOT analysis
STRENGTHS: experience (6 years in the market); good reputation in the sector for quickness (24 hour deadline) and precision in the results; commercial network; research network; economic agreement with the governing body of Biscay; entrepreneurial spirit
WEAKNESSES: very scarce economic profit so far; need for investment in the mechanization of the procedures; most of the work concentrated during the wine season (very high peak-difficult to meet the demands); too strong dependence on the governing body of Biscay as their main client (60%); sales are very seasonal.
OPORTUNITIES: institutional support to the expansion of A-----N; market in need of constant improvement: new needs; foreseen considerable growth in the production of txakoli; txakoli producers are compromised to improve the quality of their product; technological improvement of the equipment in the wine laboratories.
THREATS: market in need of constant improvement: new needs; foreseen considerable growth in the production of txakoli; txakoli producers are compromised to improve the quality of their product; risk not to be able to keep the 24 hour delivery deadline; some public competitors offer cheaper prices.
Innovative and sustainable opportunities
There’s a general feeling of the need for constant improvement in the processes and the quality of the final product in both the laboratories and the producers of txakoli. They have the institutional support of Biscay regional government.
3. Vision, aims and objectives
Mission: To become the referent oenological (study of wine) laboratory in the Basque country by providing a quality, customer-oriented and environmental conscious service and at the same time being able to generate market profitability.
Objectives:
To increase the profitability of A-----N with the same quality in the service.
Increase their market share, so that they become less dependent on the regional government of Bizkay and the seasonal incomes.
Invest on Innovation in all the fields:
a. Technological equipment
b. Development of services and methodologies
4. Needs
1. For investment in technological equipment to be able to improve the quality of the service, increase the offer and develop research lines in order to improve the oenological analysis.
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