Business Development Report: Oxley State Winery Competitive Analysis

This report provides a comprehensive analysis of Oxley State Winery, a small wine shop. It examines the company's purpose-driven framework, including its reason, people, plan, and vision. The report delves into the company's segmentation, targeting, and positioning (STP) strategies within the Canadian wine market, focusing on its offerings for casual gatherings and events. Additionally, it provides a competitive analysis, highlighting the changing landscape of winemaking in Ontario and identifying key competitors like Essex Pelee Island Coast (EPIC). The report concludes by discussing the strategies Oxley Estate Winery employs to increase its domestic presence and market share, such as participation in industry events like the London Wine + Food Show.

Running Head: MANAGEMENT 0
OXLEY STATE WINERY

MANAGEMENT 1
Table of Contents
Company Purpose......................................................................................................................2
Segmentation, Targeting and Positioning (STP)........................................................................2
Competitive Analysis.................................................................................................................3
References..................................................................................................................................4

MANAGEMENT 2
Company Purpose
Oxley Estate Winery is a small, intimate wine shop offering visitors to revel in
outdoor fireplace and the stools of their tasting bar. The company structure was built a long
time back in 1920, however, renovated with time navigating the way around the county.
Considering purpose-driven framework, it depends upon four elements where it requires a
reason, people, plan and vision. The reason is based on differentiation of Oxley where its
wine shop is especially available for casual gatherings to fun with friends and family
(oxleyestatewinery.com, 2019a). The people include the team of owners and staff such as
Ann Neydson Wilson and Murray Wilson who work together to create an enjoyable and fun
experience for the guests. The plan includes having sufficient knowledge with the staff and
managers so that they can have an intense desire to plan the perfect event for each of their
client. All these factors, at last, fulfil the vision of the brand to propel the place and renovate
the barn with time through innovative ideas and design.
Segmentation, Targeting and Positioning (STP)
For any brand or organisation, STP comprises a three stage process – identifying
which types of customers exist, choosing the best ones and optimising products for that
targeted segment (Venter, Wright and Dibb, 2015). The STP of Oxley State Winery is being
outlined below –
 Segmentation – Oxley market is the Canadian wine and restaurant market and
the company is using behavioural way of segmenting the market such as wine

MANAGEMENT 3
and eatery for casual gatherings, offering preferred wines including white and
red wines (2017 Chardonnay for $18.95, 2016 Pinot Noir for $19.95 and so
forth), wine for dining and tasting at a price of $ 12 per person
(oxleyestatewinery.com, 2019).
 Targeting – Oxley is mainly targeting the groups of people whether comes as
family gathering or to chill out with friends and offer them customized group
tasting year round that include both food pairings and wine.
 Positioning – The Company is positioning its
offering in many different ways like change in
hours for holidays and special events, bringing
family day lunch, winter lunch menu, valentine
lunch and dinner and so on. The company
accommodate all kind and sizes of events with
comfort and style to the customers and make them
pleased with their tasting notes and music
pairings.
Competitive Analysis
The landscape of winemaking in Ontario is changing with innovators producing
unique wines attracting global attention. However, there is also a significant increase in the
regional winemaking and it should be profitable as well as fun. Ontario-made wines hold
nearly 24% of the LCBO market share and one of the direct competitors of Oxley Estate
Winery having similar business model is Essex Pelee Island Coast (EPIC) having the
marketing coalition consisting of 12 wineries bringing customer to their wine tasting bars,
restaurant and banquet facilities (Halberstadt, 2019). However, Oxley is embracing upon
various strategies to increase its presence domestically such as in January 2020, the brand
exhibited at the 15th annual London Wine + Food Show to celebrate specific events.

MANAGEMENT 4

MANAGEMENT 5
References
Halberstadt, A. (2019). Regional Winemaking Should Be Profitable As Well As Fun.
Retrieved from https://bizxmagazine.com/regional-winemaking-profitable-fun/
oxleyestatewinery.com. (2019). The Winery. Retrieved from
https://oxleyestatewinery.com/winery
oxleyestatewinery.com. (2019a). About Us. Retrieved from
https://oxleyestatewinery.com/about-us
Venter, P., Wright, A. and Dibb, S., 2015. Performing market segmentation: a performative
perspective. Journal of Marketing Management, 31(1-2), pp.62-83.