Business Plan for Winery Expansion

The aim of the present bachelor thesis is to develop a business expansion plan for the VINAŘSTVÍ POD HRADEM s.r.o. winery. The theoretical chapter describes the specifics of the wine industry, such as its history and current state, the relevant legislation as well as challenges winemakers may face in the course of their business. In addition, a description of the Business Model Canvas is provided here together with the individual parts of the business plan. The following chapter of the thesis describes the research conducted, which is composed of three parts. The first part of the research focuses on mapping the current state of the business and the concept of its expansion through interviews with the statutory representatives, which results in a completed Business Model Canvas template. The second part is quantitative research conducted by means of a questionnaire designed to collect information on consumers and their preferences or attitudes. The third part is qualitative research conducted by means of structured interviews with responsible persons from undertakings that are subject to the intended expansion, i.e. the wine shop and the restaurant. The practical chapter of the thesis presents, among other things, a business plan created for the above-mentioned winery, along with an analysis of the market, customers, competitors, suppliers as well as risks. In addition, a marketing mix as well as financial plan are developed here. The plan also includes a simplified SWOT analysis at the end, summarizing the relevant strengths, weaknesses, opportunities and threats.