The White Wine of West Australia

This document provides a detailed explanation about the background of the West Australian white wine industry, including its history and focus on quality. It also discusses the choice of the target market, which is Southeast Asian countries, and the mission, vision, and objectives of the industry. The document includes references to support the information provided.

Running head: THE WHITE WINE OF WEST AUSTRALIA
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The white wine of West Australia
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1.0 Detailed explanation about the background of the business
According to the research, it has been identified that most of the West Australian wine-
producing zones are situated in the southwest region near Margaret River. In history, it has been
revealed that the wine region was first developed in the year 1829 at Swan Valley and was
known to be the most growing wine region in the whole world. The West Australian winemaking
industry started its journey with the plantation of grapevines on the Swan Valley (McIntyre,
Brady & Barnes, 2019). The wine produced in Western Australia is of high quality and they are
concentrating on expanding their business leads by exporting their white wine in Southeast Asian
countries like Singapore, China, Japan, and South Korea.
Western Australia white wine industry is currently focusing on the development of the
strategic market for building a strong relationship with the other countries for exporting their
manufactured white wine. The wine industry of West Australia is focusing on the quality of their
manufactured wine for attracting the customers and they are trying to be the first choice of the
customers. Moreover, it has been found that the Western Australia white wine industry is trying
to create a partnership with the food and tourism sector for increasing their customer base in the
Southeast Asian countries (Townshend, Harrison & Tian, 2019). Furthermore, it has been found
that the industry is working on continuous improvement of environmental performance by
utilizing the natural resources to produce wine sustainably.
2.0 Explanation about the choice of the target market
In the research, it has been found that within the wine industry various kinds of wine
products are being manufactured based on the high alcohol percentage, the sweetness of the

THE WHITE WINE OF WEST AUSTRALIA 3
wine, content of high acidity, and special kinds of wine are prepared for women as well (Siebert
et al., 2018). Many different kinds of wine are being produced by the wine industry of West
Australia for meeting the requirement of the customers. The crucial factor that mostly influences
the purchasing decision of the customers is the knowledge of the wine brand, price, and label.
The Western Australia white wine industry is concentrating on exporting their manufactured
white wine in the Southeast Asian countries like China, South Korea, Japan, and Singapore. The
reason for targeting the Southeast Asian countries is that there is a great demand for white wine
in those mentioned countries (Jarrett, Jarvis & Bruwer, 2016). In addition to it, the Southeast
Asian countries are nearer to West Australia and the cost of exporting white wine will be much
lesser.
The target consumers for white wine are going to be the high profiled businessman and
people who have a craze for tasting high-quality wines at bars or in some parties. The reason
behind the fact is that this export quality of white wine is going to be expensive and this wine is
not possible to be afforded by the normal people. Moreover, people of high-class society and
people having craze towards the tasting of new wine are often found to be the target customers
for white wine.
3.0 Statement on Mission, Vision, and Objectives
In the research, it has been found that the mission statement of the West Australian white
wine industry is that they are committed towards searching for exported quality wines for
discovering authentic and distinctive tastes of white wine (Ratnayake et al., 2019). They are
trying to maintain higher level professionalism and expertise for gaining the attention of the

THE WHITE WINE OF WEST AUSTRALIA 4
target market which will help them to sell their manufactured white wine in Southeast Asian
countries like Japan, South Korea, Singapore, and China.
The vision statement of the West Australian white wine industry is to supply the best and
exported quality wine for the international market. They are focusing on meeting all the
requirements of the customers thereby trying to build a long term relationship with the customers
with their value-added services.
The lists of objectives of West Australian white wine industry are as follows:
1. Enhancement of the customer relationship: They are trying to treat their
customers with a friendly nature thereby giving special discounts to the regular
customers for making strong bonding with the customers (Varsei & Polyakovskiy,
2017).
2. Providing a better experience of wine experience: West Australian white wine
organizations are also trying to provide the customers with a wine tasting
experience which is found to be educational, fun, and relaxing for the customers.
3. Continuous improvement of the wine quality and business development:
They are dedicating towards the continuous development and growth of their
business with the international market followed by improving their manufacture
white wine (Jarrett, Jarvis & Bruwer, 2016). The customer experience is also
taken into account for having a good profit from the Southeast Asian countries.

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References
Jarrett, S., Jarvis, W., & Bruwer, J. (2016, February). Defining the luxury wine category via an
assessment of price-tier perceptions. In Proceedings of the 9th Academy of Wine Business
Research Conference proceedings in, Adelaide, Australia (pp. 484-491).
McIntyre, J., Brady, M., & Barnes, J. (2019). “They are among the Best Workers, Learning the
Ways of a Vineyard Quickly”: Aboriginal People, Drinking, and Labor in the Early
Australian Wine Industry. Global Food History, 5(1-2), 45-66.
Ratnayake, S., Stockdale, V., Grafton, S., Munro, P., Robinson, A. L., Pearson, W., ... & Bacic,
A. (2019). Carrageenans as heat stabilisers of white wine. Australian Journal of Grape
and Wine Research, 25(4), 439-450.
Siebert, T. E., Barker, A., Barter, S. R., de Barros Lopes, M. A., Herderich, M. J., & Francis, I.
L. (2018). Analysis, potency and occurrence of (Z)-6-dodeceno-γ-lactone in white
wine. Food chemistry, 256, 85-90.
Townshend, E. R., Harrison, R., & Tian, B. (2019). The phenolic composition of orange wine-
effects of skin contact and sulfur dioxide addition on white wine tannin. Wine &
Viticulture Journal, 34(2), 25.
Varsei, M., & Polyakovskiy, S. (2017). Sustainable supply chain network design: A case of the
wine industry in Australia. Omega, 66, 236-247.