Valley Winery

In: Business and Management

Submitted By jpwrenn
Words 1098
Pages 5
Valley Winery
Case Study

Introduction The San Francisco division of Valley Wine has recently hired a new sales manager named Paul Waller. The company has had consistently good sales despite a turnover of 100% of the sales force in the San Francisco area. Waller is tasked with better planning and organization of the sales force activities of Valley Winery and the operations in the region.

Philosophy and Strategy The Valley Winery was founded in 1933 and has grown to the largest domestic producer of wine in the United States. They produce multiple product lines that include both low-price, consistent-quality wines as well as lower quality wines and wine coolers. The Valley Winery has had a difficult time retaining its sales force. Even though they have had short-term growth in sales, they are not able to sustain the growth. The Valley Winery has been recognized as the best managed and most innovative in the market. This is related to two factors: * Producing low-priced wine with consistent quality * Push strategy that is used by the sales force
Distribution System Valley Wine has a wide, nationwide distribution system which is primarily located in metropolitan areas. The company owns approximately 50% of these distributors that are mainly larger and more profitable accounts. The company typically does not target smaller accounts, but one of their products do cater to this segment of the market also. Sales representatives’ call on non-company owned liquor and beer wholesalers across the country to place orders and uses a major account system with sales representatives calling on the headquarters of large chain stores. The fact that Valley Winery has its own distributors works on their principal of forward integrations. The sales groups are divided into three types, liquor and bar sales, the restaurant and resort sales, and…...

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