General information for the business: Urban Micro Winery Industry: Food and Beverage Geographical areas: Los Angeles, CA Data to include: Industry Description and Outlook – Describe industry, including its current size and historic growth rate as well as other trends and characteristics (e.g., life cycle stage, projected growth rate). Next, list the major customer groups within the industry. Information About the Target Market – Research and include the following information about the market: Distinguishing characteristics – What are the critical needs of potential customers? Are those needs being met? What are the demographics of the group and where are they located? Are there any seasonal or cyclical purchasing trends that may impact the business? Size of the primary target market – In addition to the size of the market, what data can you include about the annual purchases the market makes in your industry? What is the forecasted market growth for this group? How much market share can I gain? – What is the market share percentage and number of customers you expect in a defined geographic area? Explain the logic behind your calculation. Pricing and gross margin targets – Define pricing structure, gross margin levels, and any discount that I should plan to use. Competitive Analysis – The competitive analysis should identify the competition by product line or service and market segment. Assess the following characteristics of the competitive landscape: Market share Strengths and weaknesses How important is the target market to competitors? Are there any barriers that may hinder me as I enter the market? What is the window of opportunity to enter the market? Are there any indirect or secondary competitors who may impact my success? What barriers to market are there (e.g., changing technology, high investment cost, lack of quality personnel)? Regulatory Restrictions – Include any customer or governmental regulatory requirements affecting the business, and how I'll comply. Also, cite any operational or cost impact the compliance process will have on the business. Extra notes: The research is to assess the feasibility of opening an urban miro-winery. As the description entails, this is a winery located in an urban area - in this case Los Angeles - that sources grapes to make wine on its premises and sell by the glass, bottle, case, barrel. No intention to provide food. This is similar to a micro brewery. Here are examples of urban micro wineries: http://sdurbanwineries.com/sduw-map/ http://www.theinfinitemonkeytheorem.com/ You can find more examples by searching online.
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