Posted: September 13th, 2017

Mondavi Winery-Case Study

Mondavi Winery-Case Study 1

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Mondavi Winery Case Study

1. Company Background

1.1 The company was started by Robert Mondavi who stepped down in 2001 and his sons

Michael and Tim took over the company which had been started in 1966.

1.2 The company is privately owned by the Mondavi family and the one of the sons Robert

Mondavi is the chairman. One member of the senior staff who is not from the family is

Greg Evans became the CEO in the year 2002 and helped in the revival of the company

with partnership with the son of Robert Mondavi called Michael Mondavi.

2. Value proposition

2.1 The main products of the company are wine which is produced in a process with four

main steps:

2.1.1 Growing or procurement of the grapes

2.1.2 Crushing of the grapes followed by fermenting and then aging.

2.1.3 Bottling and proper packaging of the wine.

2.1.4 The final step in the process is distribution and selling of the wine.

2.2 There are about sixteen products of Mondavi which are sold in different regions with

different names. These products are sold in the different regions with their names and

prices mainly representing the areas they are sold in. they include:

2.2.1 Robert Mondavi Winery

Mondavi Winery-Case Study 2

2.2.2 Robert Mondavi Coastal Selection

2.2.3 Woodbridge

2.2.4 Other California Brands

2.2.5 International Joint Ventures

3.0 Distribution: Mondavi has over 100 distributors in US alone and other distributors of

wines and spirits internationally. It has employed over 200 sales people which is a huge

growth compared to the 65 in 1995.

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