Introduction: Robert Mondavi's business strategy is to remain a leading producer of premium table wines. Robert Mondavi produces and markets wines worldwide under the following labels: Robert Mondavi Winery, Robert Mondavi Coastal, Woodbridge, Byron Vineyard & Winery, Io, Vichon Mediterranean and La Famiglia di Robert Mondavi. The Company also produces Opus One in partnership with the Rothschild family of France. RMC also imports wines in partnership with the Chadwick family in Chile. This company also imports Luce, Lucente and Danzante wines in partnership with the Marchesi de' Frescobaldi family in Italy.
A. This company has a number of resources. They include the company's knowledge of winemaking, and its understanding of the complexities of exporting and importing. Resources include this company's financial strength as well as its relationships with suppliers and buyers. Other resources include its reputation in the industry and with consumers as well as its size and purchasing power. Another resource is its copyrighted brand names as well as the skills necessary to make and effectively market fine wines.
B. Based on its available resources, Mondavi can maintain its substantial market share by ensuring that its products are available through a large number of retail outlets for premium table wine. These include fine restaurants, hotels, specialty shops, supermarkets and club stores. It expertise in the exporting business has resulted in the ability to sell about 9 percent of its production overseas. The company's financial strength allowed it to grow through acquisitions in the 1990s. Its dominance in the marketplace created opportunities to participate in global joint ventures. These opportunities would not have been available if the company were smaller or it did not have a good reputation in the industry.
C. To somd extent, the company's strategies are working. However, Mondavi's decision to implement...