This 4 page paper looks at a plan to open a wine store with a strategy to differentiate by educating customers. The paper conducts a SWOT analysis of this strategy, including elements such as the way that the stock is presents and the events that could take place to promote the store. The bibliography cites 2 sources.
Name of Research Paper File: TS14_TEwinesw.rtf
Unformatted Sample Text from the Research Paper:
a SWOT analysis. The strength of this strategy is the level of differentiation. Many stores will sell wine as only one range of many other goods, and as such
will not be able to provide advice. For a strategy to be successful in the long term, not only does it need to differentiate, but it needs to be difficult
for other competitors to imitate it (Mintzberg et al, 1998). This is something that can be imitated but will be difficult to sustain by a competitor. The ability to gain
advice, and also to buy associated quality items, such as decanters and books may add a premium to the service which can be reflected in the prices charged. The
development of a system by which wine is sold can also be a strength, rather than the usual organisation of stock, where there is a section for each country divided
only by red or white. For example, the shop may have a special selection at the back in a room labelled Le Cellier or The Reserve Selection, where the wines
above a set price are kept. This at the back of the shop will also allow better storage conditions, such as wine on its side to prevent corks drying and
sediment being mixed up as well as the advantageous and a darker environment the preserve the wine. The wine may be divided with the white and red, as to
depart too much for an individual expectations may create confusion in the buying process (Kotler, 2003). However, the wines may then be sorted by characteristics to ensure ease of reference
and also a wide variety. The light a crisp wines may be together, as may the desert wines, full bodied wines may have a different section and the fruity wines