Drop In - Experience the Taste

摘要

Wine is a growing industry and there are over 75,000 types of wine. Consumers are intimidated by the selection of wine and are afraid to ask questions of friends, bartenders, and retailers. Uneducated consumers also are reluctant to request samples of wine at liquor establishments. There are very few establishments in the downtown Vancouver area that offer a venue to sample the wine or educate the consumer. Drop In is an establishment that offers a pour or glass of different types of wine from various vineyards throughout the world.This paper provides a business plan. The paper analyzes the on-site and off-site liquor primary industry and specific locations for the establishment. The paper also analyzes B.C.’s liquor laws, current competitors, and specific locations. The analysis provides guidance for targeting specific customers and establishing a competitive position. The paper demonstrates the use of technology and loyalty program to maintain customers. This technology will allow consumers to track their experiences. This interaction or marketing strategy through e-commerce and smart phones will enhance total customer service and experience.The analysis develops a replication strategy and growth plan to sustain a competitive advantage and develop barriers to entry. The development of the growth plan provides a process that is specific to Drop In and unique in the industry. The plan covers tasks, objectives, strategies, policies, and procedures. The business model allows for growth by expanding to new locations. Expansion occurs by franchising the business and opening new corporate locations. The financial analysis includes short-term commitments, long-term growth projections, and a decision- making analysis.