Village Farm Resort and Winery

VILLAGE FARM RESORT AND WINERY

INTRODUCTION

The Village Farm Resort and Winery is an integrated winemaking vineyard with wine tasting house, restaurant, spa and guest house located in the north-east of Thailand. It has achieved success both through the quality of its Chateau des Brumes brand of wines and for the conviviality available at the country retreat. These market sectors have become feasible in Thailand because of large-scale social and economic changes which have completely disrupted the marketing environment in the country. The sector is rapidly developing based on an expanding market and the passion and enthusiasm of investor-entrepreneurs.

Located on 80 acres of ground between Khao Yai and Wang Nam Kaeo National Parks and founded just more than a decade ago, Village Farm Resort and Winery has a variety of climatic and geographic conditions. Tropical fruits such as lychees and mangosteens are wild-grown in naturally forested areas, while, in the cooler conditions further up the slopes, excellent wine-growing conditions are available. The venture is chaired by the noted Thai accountant-cum-engineer Viravat Cholvanich, with his daughter, Nu.

PHILOSOPHY

Village farm resort and winery is emerging market and feasible sector, thus by expending its operation to control its stake in the industry.

COMPETITIVE ADVANTAGES

• The company has a competitive advantage since its products of high quality such as branded wines available at country retreat.
• The company is located on 80 acres of ground between Khao Yai and Wang Nam Kaeo National Parks and founded just more than a decade ago
• The company has a good conditions
• Excellent wine growing conditions are available
• Rapid economic growth experienced, middle-class population who are exposed t international culture practices.
• Foreign tourist flowing at increasing about 10 million visitors.

MANAGEMENT STYLE

The management team are of high professional caliber as per industry requirements and also sourced from the production and distribution. Local is also highly sorted.

SWOT ANALYSIS OF VILLAGE FARM RESORT AND WINERY

STRENGTH

• There is a few direct competitors in the market who operates both winery and resort business. Hence, there is more chance for them to gain more than 50% of market share
• Direct market and tourism add value to their existing business activity which is a wine producer, and this activity also develop image and brand awareness that will assist in building longer-term customer loyalty.
• They hire the expert from abroad for both grape growing and winemaking process to qualify their product.

WEAKNESS

• They have to compete against the existing companies such as Siam winery’s Chatemp, Khao Yaiwinery’s GranMonte, PB Kho Yai winery.

OPPORTUNITIES

• Thai market in recent years are choosing to consume more wine due to lower levels of alcohol content and the reported health benefits.
• Village Farm Resort and Winery has a variety of climatic and geographic conditions.
• Thai tourism industry enjoy growth rate of 5% every year, there is also an increase in the number of international tourist

THREAT

• There can exist a threat from political unstability from the border of Thailand.
• Limited detail of advertising

ORGANIZATION

The company, like many Thai Businesses, is family –owned venture and usually succession politics has an effect.