In order to offset the recent disappointing earnings and descending stock price The Robert Mondavi Corporation must make several changes to its business and marketing strategy. Flattening jug wine sales have caused many large volume wine producers to venture into the popular premium to ultra premium wine market, thus penetrating into Mondavi's market share. This is an area in which Mondavi has been traditionally strong, with its popular premium brand, Woodbridge, accounting for 60% of net revenues in 1998. The outbreak of phylloxera of the late 1980's through early 1990's also significantly hurt Mondavi's ability to compete due to the grape supply shortage. Although the barriers to entry into the overall winemaking industry are high because of the large amount of time, land, resources, and other capital investment required, the barriers to entry into the premium winemaking segments are not necessarily as high for those companies that are already in the winemaking industry.......

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Title: Diversification Mondavi
Approximate Word Count: 1565
Approximate Pages: 7 (250 words per double-spaced page)

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