Provide a brief discussion on the wine industry

Reference no: EM133002010

2213THS Culinary Tourism - Griffith University

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.
Griffith Cover Sheet:

Available under assessment

Title page/cover sheet:

Your title page which should include your 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.

Introduction

Introduction is 1-2 paragraphs in length.

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

Wine Region Analysis

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

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

1.1. 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 Australia.
1.2. 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 region.
Include:

o Regional Visitation: Number of Visitors to Region, Origin of Visitors, Purpose of Visit, Length of Stay
o Regional Attractions: Significant Restaurant, Golf Courses, Accommodation,
o Cellar Doors, Galleries, Festivals and Events etc.

1.3. Competitors

Discuss your direct and indirect competitors. Benchmarking is a term used to ascertain how you are 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".

The Winery

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

2.1 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.
o What is the image/positioning of your winery
o What is the experience you offer
o Architecture & design
o Wine Production: Grape varieties - specialise or have a cross section of varieties
o Visitor Distribution: Weekends/ Weekdays, opening hours
o Facilities
o Winery Tours
o Attractions
o Other

2.2 Proposed cellar door

Your cellar door concept is vital to attracting visitors to your winery. The following should be included in your discussion.
o What is the image you portray at your cellar door?
o Architecture & design
o What is the tasting experience you offer?
o Other

2.3 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.

Marketing strategies

3.1 Proposed target markets

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

3.2 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. Approx. 700 words.

Conclusion

One paragraph summarising your report.

References

Use APA 6th edition referencing style only.

Attachment:- Culinary Tourism.rar

Reference no: EM133002010

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Reviews

len3002010

9/30/2021 4:18:12 AM

These strategies should be separated by concepts, and numbered appropriately. Approx. 700 words There is 2 attached files: Guidelines and my group work document which they already done, follow the information in 2 files to write a solution Additional information In 3.2 Marketing strategies and Recommendation you need to consider the $Ps of marketing / or service quality/ and the experience offering rather than the product on its own àn providing recommendations on how to implement the marketing strategies you need to list out like 3.2.1 concept, 3.2.2 concept, and 3.2.3 concept please read carefully instruction and ìnormation of both attached files, also , apply 4ps to do marketing strategies

9/30/2021 4:18:02 AM

This is a group work essay and my part is below to do 3.1 Propose the target market What markets do you plan to target? Provide a profile and description. 3.2 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.

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