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Robert Mondavi Corporation

Robert Mondavi, the son of a poor Italian immigrant, founded the Robert Mondavi Winery in 1966 (Silverman, Gilinsky, and Guy 2001, C246). Wine categories at the time included table wine, sparkling wine/champagne, dessert wine, and other wine products. Mondavi hoped to be the first California winery to compete with premium European wines. Mondavi knew the wine industry in the U.S. was in its infancy. By purchasing the best grapes available from growers in Napa Valley and from grape suppliers for Krug, where Mondavi formerly worked, Mondavi began introducing a limited quantity of super- to ultra-premium wines. Mondavi also built a state-of-the-art winemaking facility to produce premium wines. Ultimately, the facility developed what would become wine industry best practices, including: 1) assembling a team of experts in viticulture and winemaking; 2) developing new technology; and 3) introducing process innovations, like steel fermentation tanks and vacuum corking of bottles (Silverman et al. 2001, C246).

Today Mondavi is run by CEO Michael Mondavi, one of the sons of Robert Mondavi. The company maintains a strong brand image through its three operating units: Robert Mondavi, Woodbridge, and domestic and international joint ventures with other brands. The company operated five wineries, with an annual production capacity of close to 12 million cases. The company also controls approximately 9,800 acres of vineyards in California, with an additional 1,725 acres of vineyards in Chile, France, and Italy (Hospitality 2004). Over the past decade, increased competition from foreign markets and other woes have plagued the company, resulting in the layoff of 10 percent of its workforce. According to Silverman (et al. 2001), the company has suffered ôsevere financial constraints due to expansion, increased competition, and a phylloxera infestationö (C256). Current company management is split as to strategy for the future. One grou...

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Robert Mondavi Corporation. (1969, December 31). In LotsofEssays.com. Retrieved 06:55, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1710472.html