Innovation and Entrepreneurship in Tohu Wine: Analysis of New Zealand's Wine Market

Running head: INNOVATION AND ENTREPRENEURSHIP
Innovation and Entrepreneurship
Name of the Student
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1INNOVATION AND ENTREPRENEURSHIP
Executive Summary
This research report is an analysis of wine market of New Zealand. Report particularly
considers the operational scenario of Tohu Wine. The analysis performed in the report covers
a wide area of NZ’s wine market. Wine market in New Zealand in the recent time has
observed a tremendous growth due to demands in the global industry. Understanding this
demands there are several regional suppliers crowding in NZ’s wine market which is a
significant threat to Tohu’ domestic market. It has been identified that wine industry in New
Zealand contributes more than 1.5 billion to NZ’s GDP. Sparkling wine is positively
effervescent in the exported nations, like US, UK and China due to the trendy wine like
Prosecco, which has become a rapidly growing drink for regular celebration. Organization
Tohu Wine has developed a long and sustainable supply chain network which is reflected in
its overall sales increase. As a result, Tohu should mostly focus on exporting to emerging
market like Asia and Europe instead of resolving the issues of domestic market

2INNOVATION AND ENTREPRENEURSHIP
Table of Content
Introduction................................................................................................................................3
Organizational Background- Tohu Wines.................................................................................3
Business Strategies.....................................................................................................................4
PESTLE..................................................................................................................................4
SWOT....................................................................................................................................6
Competitive analysis with others...........................................................................................8
Strategic issues:..........................................................................................................................9
Opportunity for Wine Tourism................................................................................................10
Recommendation......................................................................................................................11
References................................................................................................................................13

3INNOVATION AND ENTREPRENEURSHIP
Introduction
This research report presents a detailed analysis of innovation and entrepreneurship
opportunities of the organization Tohu Wines which is located in New Zealand. Report also
covers a competitive analysis with the organization Vila Maria producing wine products.
Purpose of the report is to analyse and identify the existing opportunities and provide suitable
marketing strategies for the organization Tohu Wine. So, to perform the analysis both
external and internal market environment has analysed. Analysis also covers the strategies
issues that organization faces when running the operation in the sector. A set of strategic
frameworks have been applied to establish the analysis. Report starts a detailed
organizational background with respect to current market position, products, services and
financial performance.
Organizational Background- Tohu Wines
It has been identified that Tohu Wine is world’s biggest Maori owned wine
organization which focuses on manufacturing estate grown, single vineyard wines from New
Zealand’s premier grape growing regions. The major philosophy of the firm is to create wines
that incorporate the flavours of each regions’ unique environment while deposing with the
brand reputation alongside. Core value of the firm is to encapsulate care and respect for
people as well as relationship with the inclusion of natural environment (tohuwines.co. 2019).
This core values hep the firm to run the operation the way it wants and helps to develop
interaction with one another. It has been identified that 2016 has been a great start for the
organization with the maturity of New Zealand’s wine industry. When it comes to product
and development, Tohu Wines’ products and services are ranged in three different categories
namely Manaaki Range, Kaumatua Range and Rewa Range. All prodcuts are made sharing
and its practices from the vineyard to audiences which is guided by organization’s culture