Yara Wines Swot and Batna

Analysis of Yara Wines and Falcon Prestige Wine

Yara's SWOT analysis:

Strengths:

Without reducing the quality they remain their high quality production of their products, they are also best known for their wine "Cabernet Sauvignon" they have a sufficient reserves to furnish 10,000liters or 13,333 (750 ml) bottles of its Cabernet Sauvignon a year, they estimates that within ten years they could furnish this market up to 27,000 bottles per year without reducing quality of their product, they would like to inter into a distributorship network with an American wine merchant to sell its wines within 3 states in the United Stated ( Ohio, Indiana and Michigan ), they are also producing a mass marketed wine which will be launched in 3 years named Chardonnay wine.

If they worked with Falcon, their wine could be marketed through interviewing wine columnists, making the wine available in wine testing and promoting the wine at trade shows for wine merchants and restaurant.

Australia and the United States share a common law on contracts and similar standards for the sale of goods.

Weaknesses:

Little is known about the quality of Yarra's wine in the United stated (where they would like to sell)

Opportunities:

They have an opportunity to market their high quality products while working with Falcon through interviewing wine columnists, making the wine available in wine testing and promoting the wine at trade shows for wine merchants and restaurant.

They have an additional opportunity to work with Rocket the main competitor of Falcon.

Threats:

Due to the fact the Yarra wine quality is unknown in the United States, they may have to face inappropriate advertising.

Falcon is new in the business they have been in the wine distributorship business for two years only, Falcon also facing a lack of liquidity which may be a threat to Yarra if worked with Falcon

Yarra's BANTA:

1. Objective:

Yarra's objective or optimal point(after ten years) is to furnish 27,000 bottles of its Cabernet Sauvignon per year without reducing quality of the wine.

They would like to sell it at retail 32-30$ per bottle.

2. Target:

Their