2213THS Food & Wine Tourism – Project Case Study

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2213THS Food & Wine Tourism – Project Case Study

Executive Summary

Wine production and selling in Australia is very promising based in the integration of wine drinking in the Australian culture. In 2015-2016, the domestic wine sales in Australia increased by 6.9%. To compete effectively in the wine market, it is important to identify a winery region. Rolland Winery region has more than 215,000 visitors annually with domestic visitors representing 95% while international visitors representing 5%. Majority of visitors in the region are leisure visitors (83%), followed by business visitors (14%), and other purpose visitors (3%).

Rolland Winery has a Private Dinner restaurant with a capacity of 20 people and offers special food with suitable wine for the customers and the Rolland Wine Bar & Restaurant that is open to all people and has a menu which changes once a month. The region has a Private Golf Course as well as a swimming pool for members.

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Description

2213THS Food & Wine Tourism

Project Case Study:  Business Plan

Submit:     Through course site via Turnitin under ð Assessment ð Case Study ð draft and final submission point.

Note: you can upload any number of times for the draft submission, however, only once for the final submission. There is no text matching report given for your final submission. 2213THS Food & Wine Tourism – Project Case Study.

Report feedback and marks will be available through L@G once marking is complete (during Central Examination period).

Length:    3,500 words (± 10%) excluding executive summary, references and appendices

Format:     12 point, 1.5 line spacing, 2.54 cm margins all sides, aligned left.

Structure:  Report format, with headings, executive summary and table of contents. Ensure title page has all relevant information (student names, student numbers, workshop time, tutor, and name of winery and region).

The report should show evidence of further research in your chosen topic area from relevant journal papers. You will need to have at least 7 journal references with additional material from other sources such as books and websites. You will need to use APA 6th edition referencing style and ensure all on references are cited in your report. 2213THS Food & Wine Tourism – Project Case Study.

You can add interviews or any other innovative techniques to support your referenced material.  The report, however, must be written in third person (i.e., avoid words such as “I”, “my”, “our”).

Weighting: 45%.  Only one report per group.

Groups:     3-4 students only per group.

 

2213THS Food & Wine Tourism

Project Case Study

 

The purpose of the Case Study is to develop ‘your own’ Winery which would include a Cellar Door/Tasting Room and Food operation in a given wine region. This will require your group to evaluate the region, potential competitors, and tourism initiatives of the region.  You can choose where you would like your winery to be located within a wine region which is also where your cellar door will be located.

In the first workshop, groups will be formed and each group will be allocated a different wine region within Australia.  The following is a recommended outline for your report. 2213THS Food & Wine Tourism – Project Case Study.

Griffith Cover Sheet:

Available under assessment

Title page/cover sheet:

Your title page which should include your workshop details, name and student id of each group member. This should also include the name of your business, address of your proposed business and region.

Executive Summary:

Concise overview of your report, should be 1½ -2 pages in length. A manager should be able to read the Executive Summary and get an overview of your report with outlined recommendations. 2213THS Food & Wine Tourism – Project Case Study.

Table of contents:

Include numbered headings as shown with page numbers.

 

 

  1. Introduction

Introduction is 1-2 paragraphs in length.

Outline the purpose of your report and outline the concept of your business.

  1. Wine Region Analysis

Approx. 1,200-1,350 words for this section.

Introductory paragraph outlining what is in this section and the purpose. .

  • Country

Provide a brief discussion on the wine industry in Australia.  This discussion should provide the reader with an understanding of how the wine industry and wine tourism operates in this country.

  • Region

Provide a discussion on the wine/food industry in the wine region (attractions, infrastructure, climate etc.).

This discussion should provide the reader with a good understanding of how the industry and food/wine tourism operates in that and region.

Include:

  • Regional Visitation: Number of Visitors to Region, Origin of Visitors, Purpose of Visit, Length of Stay
  • Regional Attractions: Significant Restaurant, Golf Courses, Accommodation,
  • Cellar Doors, Galleries, Festivals and Events etc. 2213THS Food & Wine Tourism – Project Case Study.

 

 

  • Competitors

Discuss your direct and indirect competitors. Benchmarking is a term used to ascertain how you’re faring against your competitors. By analysing your competitors, you can improve your product or service by adapting or creating something new. This relates to advertising, marketing and customer service, as well as your core product offerings. Learning from your competition makes good business sense and is also known as “investing in your threats”.

 

Details Competitor 1 Competitor 2 Competitor 3
Location and proximity
Key products and services
Key features and benefits
Pricing policy
Target market/s
Marketing initiatives
Website
Key point of difference

 

 

  • Environmental Analysis

Perform an environmental scan of the region/state/country where you are situated. Our external scan will follow the PEST analysis which is used to identify the external forces affecting an organisation/making. This process means that we are going to look at four external variables covering possible Political, Economic, Societal, and Technological changes. 2213THS Food & Wine Tourism – Project Case Study.

  • Political

Political factors can create advantages and opportunities for organisations. Conversely they can place obligations and duties on organisations. Political factors include the following types of instrument:

– Market regulations
– Trade agreements, tariffs or restrictions
– Tax levies and tax breaks
– Type of government regime e.g. communist, democratic, dictatorship

  • Economical

All businesses are affected by national and global economic factors. National (and global) interest rates and fiscal policy is set around economic conditions. The climate of the economy dictates how consumers, suppliers and other organisational stakeholders such as suppliers and creditors behave within society. An economy undergoing recession will have high unemployment, low spending power and low stakeholder confidence. Conversely a “booming” or growing economy will have low unemployment, high spending power and high stakeholder confidence.

A truly global player has to be aware of economic conditions across all borders and needs to ensure that it employs strategies that protect and promote its business through economic conditions throughout the world. 2213THS Food & Wine Tourism – Project Case Study.

  • Social

The third aspect of PEST focuses its attention on forces within society such as family, friends, colleagues, neighbours and the media. Social forces affect our attitudes, interests and opinions. These forces shape who we are as people, the way we behave and ultimately what we purchase.

Population changes also have a direct impact on organisations. Changes in the structure of a population will affect the supply and demand of goods and services within an economy. Falling birth rates will result in decreased demand and greater competition as the number of consumers fall. 2213THS Food & Wine Tourism – Project Case Study.

  • Technological

Technological advances have greatly changed the manner in which businesses operate. Organisations use technology in many ways, they have

  1. Technology infrastructure such as the internet and other information exchange systems including the telephone and conference calling.
    2. Technology systems incorporating a multitude of software which help them manage their business.
    3. Technology hardware such as mobile phones, computers, photocopiers and fax machines which transmit and record information. 2213THS Food & Wine Tourism – Project Case Study.

 

  1. The Winery

Approx. 1,800-2,000 words for this section.

  • Overview of concept and positioning of Winery

Your winery concept is vital to attracting visitors to your winery.  Discuss the concept with as much detail as possible, particularly if you are interested in attracting an investor to your business. The following should be included in your discussion. 2213THS Food & Wine Tourism – Project Case Study.

  • What is the image/positioning of your winery
  • What is the experience you offer
  • Architecture & design
  • Wine Production: Grape varieties – specialise or have a cross section of varieties
  • Visitor Distribution: Weekends/ Weekdays, opening hours
  • Facilities
  • Winery Tours
  • Attractions
  • Other
    • Proposed target markets

What markets do you plan to target? Provide a profile and description.

  • Proposed cellar door

Your cellar door concept is vital to attracting visitors to your winery.  The following should be included in your discussion.

  • What is the image you portray at your cellar door?
  • Architecture & design
  • What is the tasting experience you offer?
  • Other
    • Proposed food option(s)

Many cellar doors have a food option attached to their cellar door. Discuss your concept, with detail on style of outlet, capacity, menus, etc. 2213THS Food & Wine Tourism – Project Case Study.

 

  1. Marketing strategies and recommendations

Based on your analysis, develop strategies for the organizations’ wine tourism business.  You should also conduct research from relevant literature to support your strategies. Provide enough detail so that the manager of the organisation can implement your recommendations. Include advertising, promotions, channels of sales.

These strategies should be separated by concepts, and numbered appropriately eg 4.1, 4.2 etc. Approx. 400-450 words. 2213THS Food & Wine Tourism – Project Case Study.

 

  1. Conclusion

One paragraph summarising your report.

 

  1. References

Use APA 6th edition referencing style only.

 

  1. Appendices

Attach appendices if required. Appendices are supporting documents only – ensure you refer to each of your appendices in the body of your report (and number in order of reference).

 

2213HSL Food & Wine Tourism

Marking Criteria

Criteria Weighting
Wine region analysis
Country 5%
Region 10%
Competitors 10%
Environmental analysis 5%
The Winery
Winery concept 15%
Target markets 5%
Cellar door concept 15%
Food options 10%
Marketing Strategies 10%
Formatting and presentation
Formatting and presentation (professional presentation and follows guidelines). 5%
Referencing (all sources referenced correctly using APA referencing style) 5%
English and grammar. 5%
                                                                                                                                 Total:       100

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2213THS Food & Wine Tourism – Project Case Study

Executive Summary

Wine production and selling in Australia is very promising based in the integration of wine drinking in the Australian culture. In 2015-2016, the domestic wine sales in Australia increased by 6.9%. To compete effectively in the wine market, it is important to identify a winery region. Rolland Winery region has more than 215,000 visitors annually with domestic visitors representing 95% while international visitors representing 5%. Majority of visitors in the region are leisure visitors (83%), followed by business visitors (14%), and other purpose visitors (3%). 2213THS Food & Wine Tourism – Project Case Study.

Rolland Winery has a Private Dinner restaurant with a capacity of 20 people and offers special food with suitable wine for the customers and the Rolland Wine Bar & Restaurant that is open to all people and has a menu which changes once a month. The region has a Private Golf Course as well as a swimming pool for members………

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