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Santangelo BMGT440F May Stephen 7, 2012 Mergers And Acquisitions Simulation Through this simulation, I was able to learn a significant amount about the Wine Industry. As of 2008, the United States was the third largest wine market in the world, with France and Italy being number one and two respectively. This being said, Wineries in the United States not only face tough national competition, but also fierce international competition for business. California produces over 90% of the wines in the United States and 95% of the industry runs on the producer to wholesaler to retailer business chain. Consumption of wine has been growing slowly, yet steadily over the past decade with 4% growth. However the estimated long term growth rate for the industry is only 3%. In the industry, 50% of the market represented basic wines. These wines were bought solely on price. The next 35% of the market could be characterized as the popular premium brand wines in which both the price and brand name were taken into account when purchasing. The final 15% of the market featured the super premium brand wines in which the brand name, price, and quality were all determining factors. The industry is quite capital intensive. In order to be an industry leader, one must have sufficient capital to acquire new lands to develop into vineyards and vineyard development is quite expensive. The industry also requires holding a high inventory due aging the wine and storing it during the aging process. Competition has been fierce lately due to consolidation of the industry. Distribution channels are becoming more consolidated, stiffening the competition. The wine industry is definitely one that can benefit from both mergers and acquisitions. Large corporations can help differentiate themselves in the market buy acquiring small vineyards to meet their added needs such as expanding into super premium brand

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