Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: This mini-study project examines the strategic position of the Douglas Wine Cellar in context with the dynamics in the wine industry. For success in the future it suggests that producers, manufactures and marketing strategies will have to focus on doing the same things differently as well as doing different things, with the emphasis on improving productivity, increasing quality focus and generating value-added products aimed at meeting market requirements. The greater focus on productivity in agriculture should include wider use of effective farming practices, more effective use of capital equipment, more effective implementation of Research & Development results, product differentiation and brand building as well as the development of distribution channels with the ability to deliver these products in a cost effective and timely manner. There is no single "Superhighway". Routes are complex and discontinuous with an ever increasing pace of change. Today we live and work in a technology rich society. Rapid advancements in all industries are occurring daily. To survive and prosper, Douglas Wine Cellar must commit to a continual processof advancement and improvement of strategies to fulfill the vision of GWKLtd. THE VISION OF GWK IS TO BE A SUSTAINABLE AGRI-BUSINESS OF EXCELLENCE / AFRIKAANSE OPSOMMING: Hierdie werkstuk is onderneem ten einde die strategiese posisie van Douglas Wynkelder in die konteks van die wynindustrie dinamika te ondersoek. Sukses in die toekoms hang daarvan af of produsente, vervaardigers en bemarkingstrategië daarop fokus om dieselfde dinge verskillend te doen sowel as om nuwe stelsels te implementeer, met die klem op produktiwiteit, verhoogde kwaliteit en die generering van waardetoegevoegde produkte wat aan die markbehoeftesvoldoen. Die groter fokus op produktiwiteit in die landbou behoort die algemene verbruik van effektiewe boerderypraktyke, effektiewe kapitaalspandering, effektiewe implementering van navorsings- & ontwikkelingsresultate, produkdifferensiasie en handelsmerk-uitbouing in te sluit, asook die ontwikkeling van distribusiekanale met die vermoë om produkte koste effektief en tydig aan die mark te lewer. Daar bestaan geen enkele "super hoofweg" nie. Roetes is kompleks en nie volhoubaar nie, met ewigdurende veranderings. Vandag lewe en werk ons in 'n tegnologies-ontwikkelde samelewing. Vinnige vooruitgang in alle industrië is aan die orde van die dag. Om te oorleef en welvaart te skep moet Douglas Wynkelder die pad betree van voortdurende vordering en verbetering van strategië, om sodoende aan die visie van GWK Bpk te voldoen. DIE VISIE VAN GWK IS OM IN VOLHOUBARE LANDBOUBESIGHEID VAN UITNEMENDHEID TE WEES