Case Study Of Mount Michael- Practices For Producing Good Quality Wine

Added on -2020-02-05

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Marketing
Case Study: Mount Michael Vineyard: Choosing a High-Quality
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Table of Contents
Q1. Importance of quality to Mount Michael's success and commitment to producing
high-quality wine................................................................................................................3
Q2. Using a supply chain framework to identify the factors affecting the quality of a
glass of Mount Michael wine and explain who controls each of these steps....................5
3. How would you characterize management growth of Mount Michael vineyards? What
implication does seem to have for quality?.......................................................................6
4. Critically evaluation of the cork taint problem at Mount Michael Vineyard, using a ‘cost
of quality’ framework..........................................................................................................8
References.......................................................................................................................11
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Q1. Importance of quality to Mount Michael's success and commitment to
producing high-quality wine.
Quality is the best key to the success of any business. Mount Michael mainly
focuses on the quality of wine, which leads them to a successful business. Wine quality
is dependent upon viticultural practices and decisions. Wine production begins in the
vineyard and there are many factors that influence grape composition, which, in turn
influence wine composition and, therefore, ultimately perceived quality of the wine.
Good wine cannot be made from bad grapes. Wine quality defined as Nearness to a
specific target or ideal wine, Harmonious complexity and inharmonious notes (Crozet,
Head & Mayer, 2012). The practice of producing good quality wine will ensure
establishment high quality reputation, which in turn shall result in bringing success to
Mount Michael’s company. Nearness to a specific target or ideal wine describes the
flavor, aroma composition of the ideal wine of that type exists, and the object is to match
that ideal. The closure to the perfect matches in composition, the higher the quality of
the wine. . It has been evident that Mount Michael though produces high quality wine,
but runs it in a smaller scale. Harmonious complexity equates quality with complexity.
The goal is to produce a wine with many characters, a lot of tastes, a lot of aromas.
Harmonious means that all of those characters go together well in a pleasing format.
Inharmonious notes centre on the concepts of the importance of a lack of harmony in
wine composition. It has been observed that three of the biggest producers of New
Zealand control about 78% of the domestic market including the major exporters. For
the good quality of wine, Mount Michael follows these viticultural practices.
For the good quality of wine, Mount Michael follows these viticultural practices.
Targeted definitions of wine quality include the regional typicity, varietal typicity
and true-to-style (Palma et al. 2016).
Factors of quality include the site, aspect, shelter, clones, trellising and vineyard
layout. Sue has sought the advice of a viticulture consultant on both clone selection and
vineyard layout (Colledani & Tolio, 2012). Sue looked most for the production of wine is
‘balance'. While these needs to be a balance between the fruits, the oak, the tannins
and the alcohol and these different elements need to be well integrated, with no one
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element dominating the wine. Providing a high-quality wine to the consumer is a very
difficult task and a long process and almost every step could have a significant impact
on quality.
The process began with vineyard site selection. The terroir and microclimate of a
particular site were critical. Mount Michael is one among the 390 other winegrowing
organizations prevalent in the country having a share of 10% of the market after
incorporating the import factors in. The vineyard produces the same varietal for
producing grapes with quite different characteristics. Once the site is selected, specific
clones for the desired grape varietal were selected to match the site. Mount Michael
vineyard plans to take maximum advantage of the site conditions. In the initial years of
the organization’s foundation only two varieties of grapes were planted, which gradually
initiated the urge of gaining knowledge regarding greater varieties. It has also been
evident that Mount Michael being so particular about the quality factor that he did not
mind on selling away his lands, but never thought on compromising on the quality of his
products. The next process to producing high-quality wine in the vineyard is
management, which involves decisions about pruning back vines during the winter
months, canopy management practices, spraying for weeds and pests, and setting
irrigation levels so that the vines got the right amount of water. A critical evaluation by
assessing direct reviews from its customers was taken by conducting surveys in the
restaurants to ensure the consistency of their product quality. Benchmarking strategies
were put into use to make extensive utilization of information retrieved from their
regional survey, from which Sue was keen to gather more learning experiences. Sue's
wines might produce 7 tonnes/ha, but to insure quality Mount Michael vineyard yielding
only 5 to 6 tonnes/ha (Ting et al., 2014). She put emphasis on regular maintenance
such as trimming vines and thinning grape brunches to yield a relatively lower volume
but a better quality grade of outputs.
Printing added to costs and lead-times (Salinger et al. 2015). She was unsure
that having printing on the cork had any real impact on the consumer. Although there
was no sample for testing but she tested by taking a random sample of 50 or so corks
from the bales of 10,000. While Sue has not ruled out continued use of natural cork, she

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