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Ing. Sylvie Formánková, Ph.D. (née Gurská)
Identification number: 4780
University e-mail: sylvie.formankova [at]
Assistant Professor - Department of Management (FBE)
Researcher - Department of Informatics (FBE)

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Basic information

Basic information about a final thesis

Type of thesis: Diploma thesis
Thesis title:Strategy Proposal of an American Winery
Written by (author): Ing. Zuzana Čechová
Department: Department of Management (FBE)
Thesis supervisor: Ing. Sylvie Formánková, Ph.D.
Opponent:doc. Ing. František Bartes, CSc.
Final thesis progress:Final thesis was successfully defended.

Additional information

Additional information about the final thesis follows. Click on the language link to display the information in the desired language.

Language of final thesis:English

Czech        English

Title of the thesis:Strategy Proposal of an American Winery
Summary:The diploma thesis proposes a strategy for Saint Laurent Winery located in Washington State. The future strategies are focused to ensure growth, profitability and ability to stand the pressure of the competition. Based on positive and normative approach and methods like Porter Value Chain, Porter Five Competitive Forces, TOWS Matrix, Net present value, financial and sensitivity analysis, following was figured. Saint Laurent must increase their wine sales in order to spread more revenue across its overhead expenses, thus improving their profitability. The winery is set up to produce and bottle 135,000 gallons of premium wine, though, it only produces 75,000 gallons. The firm lost over $300,000 in 2009. It has a negative Basic Earning Power and Earnings on Sales. Saint Laurent can increase its wine sales with either a focus on expanding bulk wine or bottled wine sales. As the firm pursues bottled expansion option, it could either expand using oak barrels or oak spirals. Further, it is recommended to penetrate domestic and international markets with high consumption growth. The most favorable domestic states are Florida, North Carolina, Texas, Georgia, and Arizona, whereas China and Canada represents international opportunity. With this projection, the firm would be able to increase its Net Present Value by over $184,000. However, if, after three years, Saint Laurent is unable to generate returns on increased sales, it is suggested that they consider expansion in bulk wine production. All the recommendations are based on Washington wine industry handout included in the first part.
Formula clause:The thesis is not public.
Key words:market potential, competitive advantage, sensitivity, TOWS matrix, strategy, Net present value, financial analysis, Porter Five Competitive Forces, Porter Value Chain

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Final thesisThesis appendicesSupervisor's reviewOpponent's review

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Thesis assignment unlimited

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