ADMN 2100H Chapter Notes - Chapter 1-10: Oenology, Terroir

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Short Background:
The Garcés' were told that the soil that they own would be ideal for producing white
wine. The family is unsure if they are willing to take this kind of risk, as Chile is dominantly
known for their red wine industry, and the soil is not ideal for producing red grapes.
There is an issue of whether or not the market would have in interest in white wines, as
the wine market is Chile is dominantly focused on red wine. The oenologist advised that if done
correctly, the family could create a business selling white wine, but the Garcés' are worried that
if they choose to focus on producing different types of white wine, they will not make as much
of a profit as they would have producing and selling red wines. If they cannot create a demand
for white wines in the Chilean market, they risk not making any profit and potentially losing
their business.
Although they already own a fish exporting business that is starting to become more
profitable for them, if they choose to make this a family business, they would need the entire
family to work at the winery. This would mean they would most likely have to give up their fish
exporting business, and if the winery does not work out for them, they could find themselves
financially compromised.
Problem Statement:
The major problem that the Garcés' are facing is that they are inexperienced regarding the
wine industry, and are considering obtaining a terroir with poor soil quality and in location that is
better suited for growing white wine, while the red wine market is dominant in Chile. In
addition, the family is unsure whether it would be a better investment to produce red or white
wine.
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Document Summary

The garc s" were told that the soil that they own would be ideal for producing white wine. The family is unsure if they are willing to take this kind of risk, as chile is dominantly known for their red wine industry, and the soil is not ideal for producing red grapes. There is an issue of whether or not the market would have in interest in white wines, as the wine market is chile is dominantly focused on red wine. If they cannot create a demand for white wines in the chilean market, they risk not making any profit and potentially losing their business. Although they already own a fish exporting business that is starting to become more profitable for them, if they choose to make this a family business, they would need the entire family to work at the winery.

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