Case Study Questions 1-10

1. To what extent is the cork industry guilty of complacency and a lack of innovation?

The cork industry is guilty of complacency and lack of innovation because they failed to recognize the changes in the wine industry. The wine industry was experiencing a revolution where new producers from Australia, California and Chile had new and different requirements. It took only a matter of years for the industry to change completely and the cork industry did not jump on the band wagon when it needed to. It allows the competition to get the edge.

2. If consumers love corks, why are the producers not providing what their want?

The reason being is because the wine industry has changed significantly over the past twenty years. The historical dominant producers of Europe - France, Germany, Italy, and Spain - are being challenged by new wine producers such as California, Australia, New Zealand, South Africa, Chile, etc. The new producers have developed international wine brands which have changed the wine market. The international brand has demanded a consistent product with little variation. Unlike the traditional wine product which had a degree of variety dependent on the grape, the climate and production. Also they buyers were changing due to supermarket chains.

3. Is it wine quality or costs that have driven producers to synthetic?

It has a combination of a bit of both however if I had to choose one it would be that producers are driven by cost. The reason I say this is because most consumers that buy from supermarket are driven by price and many producers are trying penetrating into that market. Take the UK for instance ... 75% of wine sales go through supermarket.

4. How could technology forecasting have helped the cork industry?

If the cork industry would have done technology forecasting early on then this could have helped them in investing in research and development to improve cork closures and produce at a lower cost product before any of the competitors could have done so.

5. What level of R&D investment would be required to help the industry diversify and develop new opportunities for its materials?

According to our text, because the cork forests are facing environmental stress, it would require high levels of R&D investment to open new opportunities for cork materials. When referring to new opportunities it would be new items, such as, floor and wall coverings, coasters, cork board sheets, etc. A high level of R&D can guarantee some sort of sustainability for the cork industry and also remove TCA. By doing this, this can ensure growth in the company.

6. What portfolio of R&D projects would you establish for the cork industry?

I would try to find different things to use the cork rather then focusing on just wines. Expand in other areas to increase production and focus and emphasis on how it is environmentally friendly. Market on the go green and save the endanger species.

7. What role have the wine