Global Wine Industry - Porter's Five Forces Strategy Analysis

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Global Wine Industry - Porter's Five Forces Strategy Analysis

Description:
Wine is an alcoholic beverage made from the fermentation of grape juice. The natural chemical
balance of grapes is such that they can ferment without the addition of sugars, acids, enzymes or
other nutrients. Wine is produced by fermenting crushed grapes using various types of yeast which
consume the sugars found in the grapes and convert them into alcohol. Various varieties of grapes
and strains of yeasts are used depending on the types of wine produced.
The wine industry can be defined by establishments primarily engaged in manufacturing wines,
brandy, and brandy spirits. This business also includes bonded wine cellars which are engaged in
blending wines.
Wine has a rich history dating back to around 6000 BC and is thought to have originated in areas
now within the borders of Georgia and Iran. Wine probably appeared in Europe at about 4500 BC in
what is now Bulgaria and Greece, and was very common in ancient Greece, Thrace and Rome. Wine
has also played an important role in religion throughout history. The Greek god Dionysos and the
Roman god Bacchus represented wine, and the drink is also used in Christian and Jewish
ceremonies such as the Eucharist and Kiddush.
Aruvian's R'search analyzes the Global Wine Industry in Michael Porter’s Five Forces Analysis. It
uses concepts developed in Industrial Organization (IO) economics to derive five forces that
determine the competitive intensity and therefore attractiveness of a market. Porter referred to
these forces as the microenvironment, to contrast it with the more general term macro-
environment. They consist of those forces close to a company that affect its ability to serve its
customers and make a profit. A change in any of the forces normally requires a company to re-
assess the marketplace.

Contents:
A. Executive Summary
B. Introduction to the Industry
B.1 Industry Definition
B.2 Industry Profile
B.3 Future Outlook
C. Porter’s Five Forces Strategy Analysis
C.1 Bargaining Power of Buyers
C.2 Bargaining Power of Suppliers
C.3 Competitive Rivalry in the Industry
C.4 Threat of New Entrants
C.5 Threat of Substitutes
D. Conclusion
E . Glossary of Terms

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