SummerGate Winery: Snapping Back

In April 2024, SummerGate Winery founder, owner, and winemaker Gillian Stohler faced a challenge when her vineyard, located in Summerland, British Columbia (BC), encountered a cold snap that resulted in a near-total loss of the vineyard's grapes and left the winery unable to produce wine for 2025. To ensure the survival of the business, Stohler explored various revenue-generating options, including sourcing grapes from other regions, purchasing bulk wine from other BC wineries, hosting weddings and events, and broadening its lounge license to offer a range of alcohol. Each option presented challenges and opportunities, requiring Stohler to assess financial viability, consumer preferences, and alignment with the winery values.

This case provides students with a comprehensive opportunity to engage in consumer and brand analysis, focusing on the strategic response of a small business facing a crisis that has almost entirely eliminated its primary revenue stream. It encourages students to assess not only the financial viability of various options but also the importance of aligning decisions with brand values and consumer perceptions. Students will work with an extensive set of primary survey data, enabling them to develop insights and make decisions grounded in real consumer feedback.After working through the case and assignment questions, students will be able to do the following:Analyze qualitative and quantitative data to understand consumer behaviourAnalyze and evaluate primary data to draw meaningful implications for a business decisionInterpret brand values and consumer brand perceptions to qualitatively assess viability and suitability of decision alternativesConstruct revenue and cost projections and determine realistic financial forecasts to quantitatively validate decision alternatives

Marketing; Entrepreneurship; Consumer behaviour; Brand values; Brand perceptions; Financial projections; Crisis management; Business survival

Undergraduate/MBA

Accommodation & Food Services

Année de la problématique : 2024

Livraison : Livraison par lien de téléchargement

Nombre de pages : 12