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SWOT analysis Strengths - Strong brand name with many international brands - Second most producer of wine in the world - First mover advantage in quality products - High economy of scale by large scale of production - High rate of return by maintaining cost structure and high profit margin - Highest growth rate of the company - Many brands around the world - International expansion by merger and acquisition Weakness - Return on capital employed for combined operations decreasing - Wine club revenue is falling - Business differentiation is limited to only alcoholic beverages - Employee motivation and management not specifically defined - Lack of cost reduction structure - Product and accessories features enhancement is slow - Lack Aggressive marketing and advertising campaign - Product localization is not well justified - Distribution network is some how dependent on other small companies - Only few countries has been targeted yet Opportunities - Premium wine consumption is increased every year steadily - US market is the largest market in the world and also the most profitable - UK market has the highest growth rate and this market still growing rapidly through this market more revenue can be generated - Merger and acquisition with branded companies like southcorp can increase companys market share - Business diversification into related beverage like cold drinks and water - Business diversification can into whisky vodka to capture more alcoholic market - Wine accessories business can be expanded to many other countries - Wine club can be started to other countries as now it is limited to only few countries Threats - Wine consumption has declined in many countries like France Argentina etc - Wine production in many countries is decreasing - As this product is controlled for ages above 21 many government changing laws on time and it affect the business - Export and import rules regarding such alcoholic drinks affects international business in many countries - Volume growth is declining
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