Strategic Analysis Of Sandlands Vineyards In The US Wine Market

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Question :


1. Perform a strategic analysis of Sandlands Vineyards in the US Wine Market taking into consideration of:

– segmentation,

– consumer change,

– competitive responses and

– prioritisation of limited resources.

2. Using strategy frameworks, what strategy would you recommend for Sandlands Vineyards based on the identified

business opportunities available?

Please ensure a minimum of 3 (excluding the case study) scholarly references (these are likely to be in reference to

strategic models, customer analysis and market analysis) in relation to the analysis (these may be sourced journal

articles, academic papers, Harvard readings, McKinsey publications etc.), and are cited in-text and in the reference

list in support of your application of business models and frameworks.


Apply relevant business concepts and frameworks to answer the case study questions.'

Demonstrate the use of critical thinking in relation to the questions and case study approach.

– Analyse the industry dynamics.

– Develop practical solutions for strategic issues facing the business.

– Justify key recommendations for the selected company to sustain competitive advantage.

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Answer :

Integrated Business Experience


This assessment unit is produced to present the reader with the evaluation of several issues influencing the sustainability of organization in the competitive marketplace. The respective unit would offer strategic analysis based on the significant framework with respect to Sanlands Vineyards in US wine market.

Perform a strategic analysis of Sandlands Vineyards in the US Wine Market 

Strategic analysis:

In the strategic analysis, the operating environment of the buses entity has been evaluated using strategic tools. In the case of Sandlands Vineyards, the strategic analysis of internal and external environment of the firm has been evaluated as follows:

  • The brand positioning of the company is higher in the market, which increases its sales value
  • The price range of product are standard compared to the domestic and international market
  • Skilled and quality workforce increase quality wine production 

  • Limited investment for expansion of business  
  • Lack of sustainability of Wine product 
  • Increase in the price range

  • Online purchase options 
  • Increased demand for quality wine

  • High-end market competition
  • Changing demand and trends of consumers 


Strategic choice: 

The strategic choices include tools and techniques that are required to promote and increase product positioning and product awareness in the market. As per the Sandlands Vineyard, the owner of the company wished to engage something different approach in comparison to its market rivalry firms Napa and Sonoma. One of the brand choices that has been developed by the company has a brier brand building strategy. It has been beloved that the consumer basically relates and connects the selves with the brand name. In addition to it, the company also engaged pricing strategy, to stable a proper price that is less margined in compare to standard pricing of Wines in the marketplace. Thus, increase the positioning of the brand in the market might be profitable for the Wine sales in the US marketplace (Humphreys and Carpenter, 2018). However, it has observed that the company can envelop different strategic choices for increasing its Wine sales, such as online promotional activities, that might increase its customer reach in comparison to the current strategies] applied by the firm.

 Strategic implementation:

In the case of Sandlands Vineyard, one of the possible implication for strategy is developing an online promotional campaign to reach the most number of peoples. It has observed that business organization and its management can approach with the advertisement campaign through social media and Google search engine optimization process, which increase the reach of consumers far better in comparison to the other firms. On the other hand, the company introduces catalogues and different offers through journals and articles during different ovations and holidays to increase attention of consumers in the marketplace. The engagement of proper strategy implementation, the company can increase its business activates in national and global wine industry significantly.

Using strategy frameworks, what strategy would you recommend for Sandlands Vineyards based on the identified business opportunities available

Approximately 80% of wineries in the US lose money or break even. The dream of several entrepreneurs to operate the business in wine production through holding vineyards are tougher than before due to rising competition and expensiveness of business. Passalacqua faces decision among two of opportunity, whether to buy the building from Kirschenmann for developing their respective winery for operating tasting room for Sandland's wines at the cost of $500,000 or to save resources for other vineyards (Esty and Saldutte, 2018). 

As an owner of the organization have respective choices to make it should consider specific results and findings with respect to current business operation reference to pros and cons whose results might help decision makers of Sandlands to take necessary actions. The pros and cons of building vineyards could be stated as follows-

 Considering both the segment under pros and cons of building vineyards it could be stated that Passalacqua might go with the decision of buying a historical vineyard in order to expand and improve its wine business. Due to ever-increasing competition in terms of price and quality, it is high time for Sandland to operating an effective manner. Regardless of cons, an involvement of hard work would lead wine business to the new height with increased productivity, quality, standard and compatible price values. 


The particular study has increased brief observation over the market analysis and observation of the Sandlands Vineyard, which increased performance and market positioning of the company in the US marketplace. It has engaged marketing tools to evaluate the internal and external environment that the company was operating, and has enhanced learning over different advantage and disadvantage of Vineyard.