Impact of Internal and External Environment: Frog's Leap Winery Case Study

Topics: United States, Wine, Sales Pages: 2 (270 words) Published: May 10, 2015
External Environment:
Political- The wine industry in the United States continues to face political challenges as it tries to extricate itself from arcane laws left over from the prohibition era. Every state has a department that sets and enforces the regulations concerning the sale of wine, beer and spirits. The wine industry has taken notice of this push and advocates the concept in general, as some of the control states do not allow the sale of wine in their state-owned liquor stores which may impact overall sales trends in those states. Social- In their 2010-2011 State of the Wine Industry report, SVB Financial reported that Boomers and Gen Xers continue to drive the luxury wine segment, and they expect that trend to continue until at least 2020. Technological- Mobile bottling expanded to the Midwest in 2011 in a move expected to foster growth in the area's small boutique wineries. For the larger wine producers, the big news involves advances in computer hardware and software. Internal Environment:

Frog’s Leap Winery’s mission is to produce high quality organic wine in a sustainable and green-friendly environment to a large portfolio of customers including resellers and consumers. Frog’s Leap’s objectives consist of implementing continuous growth through sustainability initiatives while maintaining the same levels of production outputs. The corporate strategy relies on weighing every decision by its social and ecological costs and benefits. Frog’s Leap enjoys a large portfolio of customers, particularly resellers. 80 percent of 2010 net sales in the U.S. come from resellers. Exports, mainly in Japan, result in about 7 to 8 percent of company net sales. Financial Analysis:
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