Asia Pacific College-Senior High School

3 Humabon Place, Magallanes, Makati City

A Case Study of Whines for Wines

For

Practical Research 2

In Partial Fulfillment of the

Requirements for this subject

Presented by:
Dianne Marie O. Ballon
Student I.D.: 2016-000236
Grade 12 Section ABM163 – Accounting

Presented to:
Mr. Earl Teodoro Escareal

June 23, 2017

Date
I. BACKGROUND OR SYNOPSIS
A well-respected and acknowledged vintner or a winemaker and is best known for his
performance on the golf course, Greg Norman, is also recognized as one of the most successful
businesspeople to come out of sports. His company, Norman Estates became famous in the wine
trade with Australian wines that offered considerable quality at a fair price. The company was
said to be expanding its portfolio by purchasing vineyard properties and production capacity in
California. As the company and other wineries consider diversifying and varying production
beyond their traditional boundaries, descriptive research can be vital in making these key
decisions.

II. STATEMENT OF THE PROBLEM

This case study aims to seek answer and solution regarding the company’s expansion of
its business portfolio in California rather than France in terms of productivity and efficiency of
the expansion. This also probes the only research the Norman Estates conduct which is the
descriptive research. The results may vary depending on the own preferences of the consumers
and the geographical location of the business and indicates a difference in taste subject to the type
of wine, implying that consumers may not be certain that French wines taste the same as do the
others.

III. RELEVANT DATA AND DEFINITIONS

This chapter indicates the tables or figures of relevant data and illustrations that Norman
Estates would likely consider in making decisions on where to expand their business.

Table 1. Wine Sales Representation Varying on the Wine Producer

Vintner or Winemaker Consumer Sales
French American Low
Australian and American American High

The table above shows that the sales of wine varies on the Vintner or Winemaker. It was
shown above that French wines has low sales from American consumers and the Australian and
American wines has high sales from American consumers.

Table 2. Wine Sales Representation Varying on the Price

Vintner or Winemaker Price Sales
French Low Low
French Moderate Low
French High High

The table above shows that the sales of wine varies on the Price of the product. It was
shown above that French wines has low and moderate prices has low sales while the French wine
that has high price has high sales.

IV. ACTION PLAN OR ALTERNATIVE COURSES OF ACTION

This chapter indicates the table of strategies and plan that Norman Estates would conduct
in order for them to focus on deciding what steps they need in achieving their goals.

ACTION PLAN OPERATING DETAILS RESPONSIBLE PERSON

Conduct other types of To be able to provide direct Research & Development
research and studies apart evidence of causality that Department
from descriptive. descriptive research cannot

Perform a geographical and
diagnostic analysis.
provide.
To be able to seek diagnose Research & Development
reasons for market outcomes Department
and converges distinctively
on the beliefs, preferences
and feelings the consumers
have about.

V. RECOMMENDATIONS
Norman Estates would likely increase their business profitability if they would make up
their mind to expand their business portfolio in California rather than France. The researcher
recommends them to pursue their business expansion in the location where their consumers
would likely appreciate and prefer their wine product and that California is also known as one of
the largest wine producers which made it beneficial and good for Norman Estates to grow and
produce wine products there. According to the relevant data that was gathered, it was illustrated
that Australian and American Wines has higher sales than French Wines. The researcher would
also recommend the company to conduct other studies such as exploratory study and diagnostic
analysis to further provide evidences and data that would help the company in making up
decisions and to seek reasons for market results and focuses on the consumer’s beliefs and
preferences on consuming wine products.

VI. LEARNINGS AND CONCLUSION

In conclusion, this study basically supports Norman Estates decision in expanding their
business portfolio in California by purchasing vineyard properties and production capacity rather
than in France. However, the company should further study, investigate and conduct analysis such
as geographical and diagnostic that would provide and support their decision with reliable data
and analyzations in doing such expansion to increase their business profitability and receive high
sales.

VII. REFERENCES

Orth, U. R., M. M. Wolf, and T. Dodd, “Dimensions of Wine Region Equity and Their Impact on
Consumer Preferences,” Journal of Product and Brand Management 14, no. 2 (2005), 88-97;
Conibear, Helena, “World-wide Consumption Trends,” AIM-Digest (2005), http://www.aim-
digest.com/gateway/pages/trends/articles/trends.htm, accessed November 24, 2005.