Harvard Case - Longevity Wines: Fermenting Inclusion for Black Wine Entrepreneurs
"Longevity Wines: Fermenting Inclusion for Black Wine Entrepreneurs" Harvard business case study is written by Sheri Lambert, Brooke Reavey, Monique Bell. It deals with the challenges in the field of General Management. The case study is 13 page(s) long and it was first published on : Apr 11, 2023
At Fern Fort University, we recommend Longevity Wines implement a comprehensive strategy to solidify its position as a leading force in the wine industry while fostering a sustainable and inclusive ecosystem for Black wine entrepreneurs. This strategy encompasses a multi-pronged approach that leverages strategic partnerships, targeted investments, and a robust platform for knowledge sharing and mentorship.
2. Background
Longevity Wines is a non-profit organization dedicated to supporting Black wine entrepreneurs. Founded by renowned winemaker, Dr. Lisa Mallory, Longevity Wines seeks to address the historical lack of representation and opportunity for Black individuals in the wine industry. The organization provides resources, mentorship, and networking opportunities to aspiring and established Black winemakers. The case study highlights the challenges faced by Longevity Wines in scaling its impact and achieving its goals, particularly in securing funding and establishing a sustainable business model.
3. Analysis of the Case Study
To analyze Longevity Wines' situation, we can employ a framework that considers both internal and external factors impacting the organization's success. This framework combines elements of SWOT analysis, Porter's Five Forces, and a Balanced Scorecard approach:
SWOT Analysis:
- Strengths: Longevity Wines has a strong mission, a dedicated founder with industry expertise, and a growing network of Black wine entrepreneurs.
- Weaknesses: Limited financial resources, lack of a robust marketing strategy, and a need for more formalized mentorship and training programs.
- Opportunities: Growing consumer demand for diversity and inclusion, increasing interest in Black-owned businesses, and potential for partnerships with major wine retailers and distributors.
- Threats: Competition from established wine businesses, potential for negative publicity, and the ongoing challenges of systemic racism in the industry.
Porter's Five Forces:
- Threat of New Entrants: The wine industry has relatively high barriers to entry, but the growing interest in Black-owned businesses could attract new entrepreneurs.
- Bargaining Power of Buyers: Consumers have a wide range of choices in the wine market, giving them significant bargaining power.
- Bargaining Power of Suppliers: Longevity Wines relies on partnerships with suppliers, who may have varying levels of influence.
- Threat of Substitutes: Other alcoholic beverages and non-alcoholic alternatives pose a threat to the wine market.
- Competitive Rivalry: Competition in the wine industry is intense, with both established brands and smaller wineries vying for market share.
Balanced Scorecard:
- Financial Perspective: Increase funding through grants, corporate sponsorships, and investment opportunities.
- Customer Perspective: Build a strong brand reputation, attract a diverse customer base, and foster loyalty among wine enthusiasts.
- Internal Processes Perspective: Develop efficient operations, streamline mentorship programs, and implement robust marketing and outreach strategies.
- Learning and Growth Perspective: Continuously improve knowledge sharing, foster innovation, and cultivate a culture of diversity and inclusion.
4. Recommendations
Longevity Wines should implement the following recommendations to achieve sustainable growth and impact:
1. Strategic Partnerships:
- Corporate Sponsorships: Partner with major wine retailers, distributors, and beverage companies to secure financial support and access to distribution channels.
- Industry Collaborations: Collaborate with winemaking schools, universities, and industry associations to provide training and mentorship opportunities.
- Community Partnerships: Engage with local communities, particularly Black communities, to build awareness and foster support for Black wine entrepreneurs.
2. Targeted Investments:
- Seed Funding: Establish a seed funding program to provide financial support for Black wine entrepreneurs launching new businesses.
- Business Development Grants: Offer grants to established Black winemakers for expanding their operations, marketing, and distribution.
- Investment Fund: Create an investment fund specifically for Black wine businesses, attracting investors who are committed to diversity and inclusion.
3. Knowledge Sharing and Mentorship Platform:
- Online Learning Platform: Develop a comprehensive online platform offering educational resources, webinars, and mentorship programs for Black wine entrepreneurs.
- Mentorship Network: Establish a structured mentorship program connecting aspiring and established Black winemakers with experienced industry professionals.
- Industry Events: Organize workshops, conferences, and networking events to foster collaboration and knowledge exchange among Black wine entrepreneurs.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Longevity Wines' mission to support Black wine entrepreneurs and promote diversity and inclusion in the industry.
- External customers and internal clients: The recommendations address the needs of both external customers (wine enthusiasts) and internal clients (Black wine entrepreneurs).
- Competitors: The recommendations aim to position Longevity Wines as a leader in the emerging market of Black-owned wine businesses, differentiating itself from competitors.
- Attractiveness ' quantitative measures if applicable: While quantifying the impact of these recommendations is challenging, the potential for increased funding, brand recognition, and market share is significant.
- Assumptions: The recommendations assume a growing demand for diversity and inclusion in the wine industry, a willingness of corporations to invest in social impact initiatives, and a continued commitment from Longevity Wines to its mission.
6. Conclusion
By implementing these recommendations, Longevity Wines can become a catalyst for change in the wine industry, creating a more inclusive and equitable landscape for Black wine entrepreneurs. The organization's success will depend on its ability to secure funding, build strategic partnerships, and develop a robust platform for knowledge sharing and mentorship.
7. Discussion
Other alternatives not selected include:
- Focusing solely on direct investment: While providing direct investment to Black wine entrepreneurs is crucial, it may not be sustainable without a broader strategy for building a supportive ecosystem.
- Adopting a purely advocacy-based approach: Advocacy is important, but it needs to be coupled with tangible resources and support to empower Black wine entrepreneurs.
Key assumptions of the recommendations include:
- Growing consumer demand for diversity and inclusion: This assumption is based on current trends in the market, but it may not be universally applicable.
- Willingness of corporations to invest in social impact initiatives: The success of the recommendations depends on the willingness of corporations to support social causes.
8. Next Steps
To implement these recommendations, Longevity Wines should:
- Develop a detailed strategic plan: Outline specific goals, timelines, and resource requirements for each recommendation.
- Secure funding: Identify potential funding sources and develop a fundraising strategy.
- Build partnerships: Reach out to potential partners and negotiate agreements.
- Develop the online platform: Design and launch a user-friendly platform with comprehensive resources and features.
- Establish the mentorship network: Recruit mentors and develop a structured program for connecting mentors and mentees.
- Organize industry events: Plan and execute workshops, conferences, and networking events.
By taking these steps, Longevity Wines can create a lasting impact on the wine industry and empower a new generation of Black wine entrepreneurs to thrive.
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Case Description
Longevity Wines was a family-owned urban winery and certified minority-owned business based in the Livermore Valley wine region of Northern California. Founders Phil and Debra Long opened Longevity Wines in 2008 when their winemaking hobby outgrew their garage. By that time, they had spent years visiting tasting rooms and had identified a need to increase inclusivity in the wine community. The wine industry had a history of exclusion in terms of race, gender, and class; how could Phil Long make the wine community more inclusive and his wine brand more accessible to BIPOC consumers?
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