Mammon Winery

Mammon Winery, Inc is a booze go with established by a man with the name Dionysus Mammon, older(Mann and Roberts). He was an immigrant from Greece who came to the United States in 1930 (Mann and Roberts). Mammon Sr. founded the bon ton on a roue of non-varietal immure vino-coloureds (Mann and Roberts). Mammon Winery, Inc. found its strong hold in the grocery store with this specialty line. Later, having finished a degree in enology, the study of wine reservation, Dionysus junior would join his father in the social club.Dionysus jr. began his wine making run by convincing his father to appendage out and explore other options in spite of appearance the wine making effort (Mann and Roberts). This youthful line of exploration was in the path of premium varietal wines. However, in order to be successful in this venture, they needed a large increase of capital for purchasing the necessary vineyards (Mann and Roberts). Reluctantly, Dionysus Sr. took the comp either mank ind and secured the required funds (Mann and Roberts). Forty per centum of Mammon Winery Inc. became owned by the frequent (Mann and Roberts). For the first time, outsiders sat in on the board of directors (Mann and Roberts).The issue most concerning Dionysus Sr. in regards to Mammon Winery, Inc. was how to present this naked line of premium varietals. To use the Mammon Winery unified name or to non, was the big surround over the labeling of the bottles (Mann and Roberts). When changing the look and range of a function of a particular line, using the corporate company name could be deleterious to the initial successful convergenceion of wines. Dionysus jr.s want to use a different name just as Canadaigua, Gallo, and Mogen David had done, was not an out of the ordinary device.It offers guard to the Mammon Winery Inc. from the consumers of the other line attaching the trim class taste to the whole company (Mann and Roberts). Another issue is that Dionysus Jr. precious to change the size of the wine to a pint rather than leave it in traditional wine bottle pull in (Mann and Roberts). The idea was that the easier to carry bottle would be more appealing to those in the oculus to low economic class. It would make the parvenu line of harvest-tideionion more saleable for the pensioners on a fixed income. Dionysus Jr. was taking the company into a crude area in which it could offer a product to the average consumer even if they were not big on drinking wine.Mammon Winery, Inc. proposed to image a new wine market for lower-end wines, which is due to the increase in unit sales in the fortified wine market. This is an attempt to enter the barefaced wine market and cash in on profits that come along with it. The proposal has a put demographic of middle-to-lower class, or pensioners on a fixed income (Mann & deoxyadenosine monophosphate Roberts). In order for Mammon Winery, Inc to come from the arse of the barrel to the crme of the crop replies fi rmly on several key fundamentals.The winemaker needs to identify and analyze the significant issues of how can they capitalize on producing a cost efficient product that is entered into a market that is rising, and who is their chief demographic. Mammon Winery, Inc plans to introduce a low-end wine product that is made tattily and sold by the pint (Mann & vitamin A Roberts). It is recommended that the product to be sold by the pint to lower the cost, twain(prenominal) for the company and consumer. It is planned to use rejected grapes from Mammons premium selection and the filling of their unwarranted capacity is expected. In addition, it is noted that any grape is suitable and can modify the company from bad grape years (Mann & international adenylic acidere Roberts). Mammon chooses to use less advertising, which leave aloneing cut cost, and use wine gurus to seduce consumers to their product.The chief demographic is individuals on a fixed income middle-to-low class. On the other hand, it was describe that a competitors lower-end product hit it big with the yuppie crowd of England (Mann & adenylic acid Roberts). The individuals with fixed incomes leave find this product appealing and convenient.Mammon Winery, Inc. will sell the cheap sugary wine at eighteen percent alcohol to retailers. They indicate that the project earshot is the perpetually stimulate and encourage indicated that it is against the law to sell alcoholic beverages to the intoxicated but state it is not their hassle and cannot control what the retailer chooses to do (Mann & Roberts). Mammon Winery, Inc. knowingly sold their product to a target earreach of winos and chose to take utility of the consumer by offering a overmuch more affordable, cheap wine. This can be easily compared to the tobacco companies choosing a target demographic of individuals of non-smoking age by making their product appealing (Mann & Roberts).For instance, two companies are holding back wor thful information from the customer. Both products by both companies are addictive and can take in serious health issue, but fluent these companies greatly affect the target audience one way or another. This is because it pays or at least promises to pay (Sullivan 2001). A company whitethorn gain something, or may keep from losing something by sell to their target audience or unethically holding back information that may turn away consumers. However, the profit author holds in both cases. It is noted by Mammon Winery, Inc. that profit margins would be at least ten percent higher on the lower-end product then their other lines (Mann & Roberts).Therefore, the companys urge to showtime out in the wine industry by offering a new product is nothing beyond symmetrical business practices. However, their intentional marketing of the product to those suffering from alcoholism or the dispossessed is an underhanded technique. They run into an ethical infringe as they must now bit t heir marketing techniques with significant contributions to charities.These charities though, must also be chosen for a reason. upright as the tobacco industry chooses specialised charities for good-will projects, so too will Mammon Winery, Inc. Mammon Winery, Inc. will also ingest to construct both a label and bottle that will effectively promote their new line. However, the targeted audience should not be able to be determined based upon its looks. The price will be adjusted for the targeted consumer, but beyond that, it should not be obvious in its sire. Therefore, the expansion of Mammon Winery Inc. is within clean business practices but will have to carefully combat its stated aim at a particular consumer with expert charitable contributions.Works CitedMann, Richard A. and Roberts, Barry S. Mammon Winery, Inc.Sullivan, Evelin. The Concise rule book of Lying. 2001