ISYS2056: Michelle and Marcus Albertino - Case Study - Business Management

Internal Code: MAS3136

Business Management:

Case Study: Grevillea Ridge is a family operated winery on the Mornington Peninsula in Victoria. Michelle and Marcus Albertino own the property, which includes 20 hectares of grape plantings and a cellar door which is open to the public. Michelle and Marcus have been opening the cellar door to the public seven days per week. However, most of their cellar door sales are made on the weekend and they recently decided to close the cellar door on weekdays so that they could focus on building their clientele through online and telephone sales. Marcus tends to the grapes and supervises wine production. Michelle is responsible for all other winery operations. She employs two staff to assist her. Michael D'Angelo is employed on a full time basis and Eloise Simmons is employed two days per week. Customers who buy wine through the cellar door are encouraged to sign up to ‘Grevillea Ridge Wine Club’. They receive monthly emails regarding new vintages and special offers. Michelle and her team have also been marketing their wines to boutique wine stores. They now have several wholesale business customers (wine retailers) who purchase at trade pricing. Grevillea Ridge’s traditional customer base has been Victoria. Michelle sees the expansion into other states as a great marketing opportunity. Michelle expects staff to make regular contact with customers on the marketing list as well as developing new wholesale business customers. In an effort to increase sales, she has recently decided to include a Monthly Offer in her marketing emails. In February, she offered an extra 15% discount to all business retailers and in March she offered free delivery to all customers. Questions: 1) A discussion regarding the results of your analysis. 2) Identification/discussion regarding other factors that may be affecting the results. 3)A short concluding summary of the content of the report. 4)Finally, at least two clear recommendations that Marcus and Michelle can adopt. These recommendations must be drawn from the analysis that you have carried out, and must have been discussed in the body of your report.