Casos De Administración Aplicada

Viña San Pedro
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1. History of the Company
Viña San Pedro was the third largest winery in Chile; they enjoyed a reputation of being one of the finest in the country.
In 1994 Compaña de Cervezas Unidas (CCU) a diversified beverage company that primarily operated in Chile and Argentina acquired Viña San Pedro, the new owners expanded de vineyard, and 1150 hectares were in productionmaking it the largest single-site vineyard of the country.
By 1995 debt had been reduced so they decided to invest in planting new vineyards for producing premium red wines
In 1997 Matias Elton joined Viña san Pedro as a president, a graduate of Georgetown University and experienced in US fruit importing industry. He was charged with the task of growing domestic market share, increasing thequality to capture higher margin sales, expanding export sales, and achieving further economies of scale.
In July of 1998 Patricio Jottar Joined Compaña de Cervezas Unidas as a its new president. He saw that while there might be some product cannibalization, further synergies could be gained the CCU companies.
The Wines
In the 60s was born Gato Negro Wine is one of the best-selling Chileanwine around the world, with more than fifteen leading markets in which it operates. Offering excellent value for money and aimed to make wine something closer everyday, this brand sells annually about 40 million liters in over 70 countries on five continents, including Chile.
Castillo de Molina, this brand was born in the '80s, as the first line Reserve San Pedro and occupied the top ofhis portfolio for nearly 20 years. Being exported almost since its inception, now Castillo de Molina is present in over 50 countries. Currently and adhering to the most modern winemaking trends, wines include the most important fruit wine country valleys
In 1994 they decided to create the Cabo de hornos, this wine is classic and elegant was made ​​only of Cabernet Sauvignon. Their first harvest was madeby French winemaker Jacques Lurton, and has been a benchmarkof Chilean wine since. Its name honors the southernmost area of continental Chile, where the waters converge strongly to the Pacific and Atlantic oceans.
In 2000 they created 35-Sur this wine is innovative, modern and sophisticated consumers seeking to follow along their achievements and new challenges. This wine is exported nearly half a millioncases, its main market being the United Kingdom, one of the most sophisticated in the world, which is among the 25 brands of wine sold.
In 2001 the line was born 1865, 1865 Single Vineyard whose name is a tribute to the founding date of the vineyard. The main characteristic of these wines is that they have different varieties from emblematic and distinctive wine regions.

2. Mission
SanPedro pursues genuine flavours far and wide seeking unique climates and soils that make a terrific bottle of wine for your table-wherever that may be.

3. Vision
* San Pedro seeks genuine unique flavours and maximum expression from their know-how and experience, offering unique flavors for the diversity of occasions, dishes and wine lovers who could enjoy them all around the world.

*Vision of social responsibility that includes a more holistic commitment to support for its workers and their families, as well as a long-term contribution to the communities where San Pedro farms.

4. Framing
5.1. KEY QUESTION
* Should Elton Push VSP to the foreign market?
* Where should that effort be focused and with what products?
5.2. FLIPPING AND SKIMMINGAutor: David Wylie – Bason College. (Number of pages: 23)
Content:
* Compaña de cervezas unidas
* The early years of CC control
* The wine country of Chile
* The Wines of Viña San Pedro
* Gato
* Varietal
* Reserve
* Premium Reserve
* Viniculture
* Vinification
* The Market for VSP wines
* Domestic Market
* Export Market...