Thesis (MBA)--Stellenbosch University, 2001. / ENGLISH ABSTRACT: This study project investigates the impact of major factors that
influenced the Australian wine industry over the past decade.
The project starts of with an in-depth look at the history of the
Australian wine industry whilst simultaneously comparing the plantings
and growth in production within their industry from 1994 to 1997 to that
of their operations when the industry started out in 1788.
The thesis concentrates on the factors that characterized the global wine
industry during the mid 1990's that were:
• Wine trade would continue to grow in terms of volume in spite of a
continuing fall in the quantities consumed worldwide.
• Commitments undertaken by signatories to the GATT's Uruguay
Round Agreements in Marrakech in 1994 would ensure that trade
develops not just within trading blocs but amongst them too.
• New World and Eastern-European exporters would threaten EU
dominance of international markets.
Furthermore, focus is placed on the driving forces within the current
global wine industry with special emphasis on the new world countries
showing growth in production and consumption in contrast to the old
world countries predominantly. Taxation gets investigated from a
consumer, producer and the Australian government's point of view as
well as a comparative model between Australian wine consumption and
consumption in the rest of the world during the pre-tax period as well as
the post-tax period.
Chapter 6 looks at Vision 2025 that the Australian wine industry
developed due to a need identified to become globally competent by the
industry themselves. Emphasis is placed on the whole issue of one industry turning a production-driven wine economy around into a
market-driven industry with every participant within the industry
"marketing" a set of strategic objectives that will ultimately benefit their
whole industry.
Chapter 7 looks at the Australian wine industry from an objective point
of view whilst benchmarking the industry against the major global wine
trends as well as against quality performances of the global role players.
Emphasis is placed on the differences and similarities that Australia's
wine booms have in common as well as the lessons that any upcoming
wine producing country have to learn form Australia's wine boom such
as:
o Developnew market opportunities
o Develop a long-term vision for sustainable growth
o Invest in the latest technologies
o Develophealthy relations with growers and marketers
o Investment in product differentiation through promotions
o Attract the necessary resources
Finally, focus is placed on South Africa's Vision 2020 and how the local
industry will benefit from the objectives been set out to be achieved. / AFRIKAANSE OPSOMMING: Hierdie studieprojek ondersoek die impak van verskeie invloedryke
faktore wat 'n beduidende rol gespeel het in die Australiese wynbedryf die
afgelope dekade.
Die projek begin deur te kyk na 'n indiepte studie van die Australiese
wynbedryf se geskiedenis terwyl daar gelyktydig vergelyking getref word
tussen die aanplantings van die Australiese wynbedryf vanaf 1994 tot
1997 aan die eenkant teenoor die operasionele sy van dieselfde industrie
met sy ontstaan in 1788.
Die tesis konsentreer op die faktore wat die globale wynindustrie
gekenmerk het tydens die middel 1990's. Hierdie faktore was onder
andere:
• Die wynhandel het aanhoudende groei getoon ten spyte van die
wêreldwye tendens van 'n afname in wynverbruik.
• Verpligtinge aangegaan deur ondergetekendes tot die GATTUruguay
rondte van samesprekinge in Marrakech in 1994 het verseker dat
wynhandel nie net binne handeisblokke plaasgevind het nie, maar ook
tussen hierdie handelsblokke.
• Die nuwewêreld produserende lande, asook die Oos-Europese lande
het 'n beduidende bedreiging vir EU-beheerde markte begin word.
Verder is fokus geplaas op die dryfkragte binne die globale wynindustrie
met spesiale verwysing na die nuwewêreld produserende lande wat groei
toon in die aanplantings van wingerde, die produksie van wyn asook die
verbruik daarvan - in kontras met die ouwêreld produserende lande.
Belasting word ondersoek vanaf n verbruiker, produsent en die
Australiese regering se oogpunt af. n Vergelykende model word geskets
waarin daar gekyk word na Australiese wynverbruik voor die
belastingimplimentering asook daarna. Hoofstuk 6 kyk na Visie 2025 wat deur die Australiese wynbedryf
ontwikkel is as gevolg van 'n behoefte wat geidentifiseer is om globaal
mededingend te wees. Klem is geplaas op die proses van n wynindustrie
wat ontwikkel het vanaf 'n produksie gedrewe industrie na 'n
markgedrewe industrie met elke deelnemer in die industrie wat die
strategiese doelwitte van Visie 2025 slaafs "bemark" met die wete dat hul
hele industrie uiteindelik daarby sal baat.
Hoofstuk 7 kyk na die Australiese wynindustrie vanaf 'n objektiewe
oogpunt terwyl die industrie gemeet word teen globale wyntendense
asook teen die kwaliteitsvertonings van die globale rolspelers.
Fokus is geplaas op die verskille en ooreenkomste tussen Australië se
twee wyn groeitydperke asook die lesse wat daaruit te leer is vir enige
opkomende wynproduserende land. Hierdie lesse is:
o Ontwikkel nuwe markte
o Ontwikkel 'n langtermyn visie vir volgehoue groei
o Investeer in die nuutste tegnologie
o Ontwikkel gesonde verhoudings met kontrak wingerdplanters en
bemarkers
o Investeer in produkdifferensiasie deur promosies
o Verkry die nodige hulpbronne
Laastens is klem geplaas op Suid-Afrika se Visie 2020 en hoe die
plaaslike industrie daarby sal baat indien die uiteengesette doelwitte
behaal sou word.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/49687 |
| Date | 12 1900 |
| Creators | Martin, Johannes J. G. |
| Contributors | Loubser, S., Stellenbosch University. Faculty of Economic & Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 104 p. |
| Rights | Stellenbosch University |
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